Technology Travel Log
For regional magazine production, wise decision-making is the key to success.
Introducing a regional magazine is perhaps no different than producing any other genre of periodical. Or is it? While all magazines are certainly able to benefit from new technologies—digital color proofing, computer-to-plate (CTP) printing, and telecommunications—choosing effective, affordable digital solutions and implementing sensible workflows may be the greatest challenges faced by regional publishers. Really, it all depends on the bottom line
Getting to know your audience
If people don't buy a magazine, any of that title's production woes somehow pale in the big-picture comparison. So how do regional publishers build a circulation list?
The methods chosen to create and maintain a regional publication's circulation are often dictated by the goals of the magazine itself. Regional publications often attempt to attract a readership that is local to the area and/or to capture an audience of prospective tourists.
Alaska magazine's intent, according to Gianna Nelson, circulation director, is to attract a broad demographic range of potential visitors to the Alaskan region. In order to accomplish that mission, the magazine, which is based in Anchorage, AK, has concentrated its circulation efforts in the lower 48 states. As a result, more than 90 percent of Alaska's newsstand and subscriber sales are presently derived from the continental U.S. "In the case of Alaska, we want to get people who are interested in more than travel to buy the magazine," Nelson ex-plains. "Alaska is really broad in its editorial content, and it focuses not only on travel aspects … but it also deals with the history of the region and its cultural aspects."
To target specific demographics, Alaska utilizes a combination of direct-mail promotion and agency solicitation. It also relies heavily on gift subscriptions, Nelson notes.
Unlike Alaska, Montana Magazine, Helena, MT, possesses a different set of circulation-related goals. The publication, according to Editor Beverly Magley, targets the state's local population.