Glossy Anglers Journal Proves the Power of Niche
This interview is a part of a larger feature documenting some of the most exciting magazine launches and relaunches of the past two years. Click here to view more interviews with publishers of newly launched or relaunched titles.
With five separate verticals that represent everything from healthy living and outdoor sports to home building and the equine lifestyle, Active Interest Media cranks out dozens of consumer magazines monthly for highly specialized niche audiences. And yet the mega-publisher's most recent print launch, the quarterly Anglers Journal, may be its most singularly unique book yet.
As the title suggests, Anglers Journal chronicles the saltwater fishing lifestyle. But with its boutique-style production and its abundance of original photography -- not to mention 100-plus perfect-bound pages of literary musings by noted journalists -- this is clearly a magazine that's been designed for prime coffee table real estate.
Group publisher Gary DeSanctis spoke about the roadmap that helped Anglers Journal break-even after releasing just two issues.
How exactly did Anglers Journal come about?
Well, we acquired Power & Motoryacht from Source Interlink about three years ago, and they also had a fishing tournament guide that really wasn't up to the quality of anything we like to do in this group. So we immediately shelved it. We wanted Power & Motoryacht to stay focused solely on the boat experience and not fishing.
In the meantime, two of the editors in the group had a vision. George Sass Jr. is the editorial director of AIM's Marine Group, and he'd had a vision for quite some time to bring a new book into the marketplace. Bill Sisson, the magazine's editor, also had a yearning to do something in the fishing space. And once the two of them started talking, the whole plan started developing.
Related story: Allrecipes Translates Its Online Data to Print Success
Dan Eldridge is a journalist and guidebook author based in Philadelphia's historic Old City district, where he and his partner own and operate Kaya Aerial Yoga, the city's only aerial yoga studio. A longtime cultural reporter, Eldridge also writes about small business and entrepreneurship, travel, and the publishing industry. Follow him on Twitter at @YoungPioneers.