How to Make Your Magazine Launch a Success
Sixty-three percent of all new magazines fail to survive their first year. Yet more than half of the top-selling magazines on the market are less than 10 years old. Here are some tips to help you ensure your new launch doesn’t crash land.
1) Iron out your mission statement early. It gives you a clear position in the market, setting your magazine apart from its competitors.
2) Hire an in-house sales team. They’ll be your ambassadors in the marketplace.
3) Know your audience, but avoid paralysis by analysis. Don’t overanalyze. If your idea is a good one, move forward.
4) Budget wisely. Divide your launch budget into three phases: pre-launch (hiring staff), launch (contracting with your printer, getting the first issue out, etc.) and post-launch (budgeting for the next three-plus years).
5) Be prepared in case the money doesn’t come rolling in with the first couple of issues. Launches often take several issues before you’ll see money from advertisers and subscribers.
6) Pick and choose your new markets. You want to succeed a lot, not try a lot.
7) Build circ in advance, but distribute sensibly. Be prudent about where you place your new title and grow gradually. “Don’t use the ‘throw-it-and-stick-it-upon-the-wall approach,’” says Lucien Bonnafoux, publisher of Wine Adventure magazine. “A lot of people will print 100,000 copies of their magazine and then try to find places just to throw it. That just dilutes the credibility of the magazine.”
These tips were taken from an article appearing in the most recent issue of Publishing Executive. Visit www.PubExec.com to read the full article online.