Glossy Anglers Journal Proves the Power of Niche
How are you selling Anglers Journal?
We're newsstand distributed, primarily at outdoor shops and airports. And that's [borrowing] from the model of one of our other publications. And then we have a qualified controlled circulation of 15,000 copies going to readers of our other publications who, in the past, have answered a questionnaire that they are avid fisherman. And we're already turning a lot of those people into subscribers -- it's amazing.
Do you think the magazine has received such a positive response because it fills a really specific niche?
Well, I would say it's because of its uniqueness in the marketplace. And when you're trying to reach someone who's buying a $30 million boat as a toy, how else are you going to reach him but with his passion? You're not going to do it on the tablet, necessarily. You're going to do it through a beautiful print product -- it's what they love. They'll have it on their boat. They'll have it in their office. And yeah, I do believe that's why it's been successful.
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.