How to Make a Successful Magazine

Retain your readers by giving them a voice in the direction of your magazine

Starting a new magazine is a difficult, multitask effort. Frequently, new publications fail early because of a lack of focus or commitment. Many new magazines also fail to take into account the initial lack of advertising dollars that come with an unknown publication.



Starting a new publication is a labor of love. Focus your magazine on a subject that means the most to you, and understand that you will not only have to be a first-rate editor and writer, but also a businessperson who can attract ad revenue as well as a larger pool of subscribers.

Instructions

1. Learn the basics of editing, page layout, managing contributing editor submissions, managing subscriber lists, promotion and acquiring advertising by first working at an already established magazine. Secure either an internship or entry-level, low-paying assistant position at a magazine whose subject matter and style most closely matches the type of publication you intend to start.

2. Pick a focus for your publication that you know well and that is also niche-specific, so as to avoid overwhelming competition. Pick a focus for your magazine that caters to those with continuing information needs, so as not to render your magazine obsolete before it gets to expand its audience. Contact companies offering subject-related products and solicit their advertising dollars by offering them the attention of your subscriber audience -- for example, contacting soy milk companies to advertise in a magazine about vegan cooking.

3. Keep a detailed and regularly updated mailing list of subscribers and retailers who want your publication. Use your sales numbers and demographic information to attract advertising. Delete expired addresses and subscription accounts frequently.

4. Solicit customer input with online polls and chats, as well as emailed comments and suggestions. Take note of constructive criticisms given by advertisers as well as readers, then utilize these criticisms to strengthen your magazine. Study which articles or features get the most response from readers to get a sense of what sorts of information and styles of presentation readers prefer. Allow your magazine to evolve based on changing reader interests and preferences and in response to new competitors.

References

• Laughing Bear Newsletter: The Surviving Small Press: Starting a Magazine
• Publishing Business Group: 10 Hot Tips for First-Time Publishing