One Small Step For Publishers, One Giant Leap For Advertising
Joey Publisher Jerry Dunn says that while the print magazine is on break for now, there are plans in the future to bring it back. "We created such a following with the print magazine and filled a major gap in the media. We didn't want to lose our audience, so we created Joey.com. This will allow us to maintain our hold in the marketplace—and our pre-launch numbers show our popularity."
The trend in niche publishing continues to welcome newcomers, To reduce outsourcing time and financial risk, the majority of start-ups choose to implement digital workflows and utilize in-house copiers, scanners and proofers Alice, a magazine launched in 2000, is operated independently by Medusa Press. Diane Anderson-Mitchell, Alice's advertising manager, says that Alice prefers ads be submitted electronically using QuarkXPress, Illustrator or PhotoShop applications. She also admits that to persuade advertisers to comply, $50 production fees are charged for camera-ready work. This practice is not uncommon for start-ups, as advertising bases have yet to be established. The benefit of starting anew, from a production perspective, is not having to hand-hold reluctant traditionalists through digital conversion.
Conversely, other magazines were born on the heels of mass-media exposure. Oprah Winfrey's O, Rosie O'Donnell's Rosie and Martha Stewart's series of periodicals are each TV maven-made magazines that have succeeded as spin-offs from already popular shows. In fact, the print success brings with it online site hits that sometimes soar based on name recognition alone.
Notes Annalyn Swan, Rosie's editor-at-large, "We are thrilled that rosiemagazine.com has taken off so quickly. It's a testament to the fact that the Web site is all encompassing. The site can be seen as perfectly complimentary to the magazine."
This year, one of the industry's most successful multimedia players was Maxim, a men's magazine honored by Capell's Circulation Report as Best Performer for 2000. Designed to showcase women, entertainment and beer, the irreverent magazine became an anomaly during 2001's most turbulent publishing period, coming out ahead. Having launched two years ago, Maxim has increased its circulation from 175,000 to 3,330,000, with one million subscribers overall. Also, it has expanded its powers into a radio station, live-action events with simultaneous Web casts and several other publications under the Dennis Publishing brand name, including Stuff and Blender. With a rate increase for the second half of this year already building, Maxim General Manager Lance Ford remarks, "Ad pages have soared because advertisers realize that Maxim offers something which has not been available before—a true mass circulation title read from cover to cover by highly affluent young men."