Tips to Make Your Magazine Launch a Success
In just over two years, Nick Palazzo and his partner Chad Zimmerman have turned Stack magazine into the premier publication for and about high school athletes. Both former high school and collegiate athletes themselves, Palazzo and Zimmerman founded Stack in 2005 despite having no previous publishing experience. Now in its third year, Stack is already profitable and has seen its rate base grow from 300,000 to 500,000. Stack currently reaches 5,500 high schools and has a waiting list of about 1,500 other schools. Regular advertisers include the likes of Nike, Adidas and Reebok.
Clearly, Stack’s founders have proven adept at avoiding the turbulent times that fall on so many magazine launches. In speaking with Publishing Executive Inbox, Palazzo relayed a few tips he believes are critical to a successful launch.
1. Create a new content niche.
If you can create a unique content product, it will capture the attention of advertisers and readers from the [outset] and differentiate your product from established publications.
2. Provide a direct means of communication with a desirable and highly elusive audience.
If you can’t offer advertisers a unique and important audience, it will be an uphill battle as they likely won’t see a clear need for a new entrant to the marketplace.
3. Validate your circulation.
Since you will not have an audit at launch, seek means to validate your circulation and audience to advertisers. Reader e-mails, actual subscription cards, etc. can be powerful tools.
4. Create a unique digital property that complements your print publication.
Not only do you need to launch with a digital product, you need to have a unique proposition online that supports your publication. Show interaction and community right away, and you will gain credibility.
For more on successful magazine launches, don’t miss the October issue of Publishing Executive in which we’ll take a closer look at why some new magazines find success while so many others flounder.