Strategies for Bootstrapping a New PublicationMonica Maldonado WilliamsTorquil DewarGivingCity AustinOctober Custom Publishing

CONTENTAudience, sourcing, look and feelStart here if you can offer something no one else does.PRODUCTIONScheduling, deadlines, printingStart here if you need a plan first.READERSHIPDemographics, circulation, distributionStart here if you want to ensure mag’s success.ADVERTISINGMedia kits, rate cards, sellingStart here if you want to make money.“Okay, I have an idea for a magazine. Now what?”

START WITH CONTENTIdentify your audienceBrides to be? MODERN BRIDEMARTHA STEWART WEDDINGSTHEKNOT.comCar lovers?CAR & DRIVERROBB REPORTMUSTANG MONTHLYEDMUND’S INSIDE LINENEW STRATEGY: See who’s communicating to them already, in a mag, weekly email, website, DM. Find your niche in that. When you have a topic in mind, try to have a short story about why you’ve chosen that topic.

START WITH CONTENTFind writers!Scan similar publicationsFreelance writing sites freelance-austin.orgPost to craigslist or job site journalismjobs.com, mediabistro.comYou get what you pay forNEW STRATEGY: Hire a rabbit. Or at least a ringer. Invest in at least one solid piece. Even if you’re an expert on the subject, you shouldn’t be the only writer.

START WITH CONTENTDO NOT DESIGN IT YOURSELFBrowse the newsstandMags that always look good VANITY FAIR, MARTHA STEWART, GQ, WALLPAPER, NEW YORK, W, WIRED, GARDEN & GUNJudge art director only by their workNEW STRATEGY: Hire talented, experienced, professional with magazine design background. Do what he says. Looks matter…maybe even more than copy in the beginning.

START WITH PRODUCTIONThe editorial calendarHow long does each phase takeDistribution dates vs. cover datesDo a trial versionNEW STRATEGY: Latch on to a known event your audience would care about – for coverage, distribution, ad sales, etc. – to time the launch. “I can’t function without a timeline. ”

START WITH PRODUCTIONPrinting…?Judging a printerCalculating the costDistribution without printingNEW STRATEGY: Digital publishing. And only digital publishing. When choosing a printer, see which one “teaches” you the most. They will probably offer the best service.

START WITH PRODUCTIONDigital productionStill takes timeFind a place to host it that will drive more downloadsDifference between digital mag and WebNEW STRATEGY: Create it for on-screen reading.(See Texterity, GivingCity, Playback) It needs to retain it’s “magazine-ness.”

START WITH THE READERSUse bull’s-eye approach to identify your target. Industry pros with profit-driven reason Industry onlookers, influentials Pro consumers, boss demands they know Avid consumers Casual consumers OutsidersNEW STRATEGY: Social media marketing to help you build list. (Thanks to “Starting and Running a Successful Newsletter or Magazine” by Cheryl Woodard)Make it for readers who need it now…but make sure those readers will always exist.

START WITH THE READERSSomewhere between whom it’s for and whether you can contact themEmail addresses or mailing addresses Purchase lists, DM Be part of existing email blast Grow organicallyConsider advertiser’s perspectiveBig number or niche-niche?NEW STRATEGY: Start with influentials. Their buy-in can help growth. Organic growth is painfully slow, but readers can turn into advocates.

START WITH THE READERSSubscription or ad model?All mags cost same, profit on efficienciesMix of revenue sourcesChange how often, how muchDevelop new revenue sourcesNEW STRATEGY: Again, digital. Almost free using social media, online trials, etc.No magazine can survive on just subscriptions.

START WITH THE ADVERTISERSSo you want to make money?Readers wants vs. advertisers wantsAdvertorials, free ads, etc.Multiple entry points to magazineAds that look like dirtNEW STRATEGY: With digital, ads can link to site. Seek advertisers who want Web traffic. Here’s an idea for a revenue source – advertisements!

START WITH THE ADVERTISERSAsk them what they wantHigh maintenance relationships – have lunch with these peopleStudy media kits of mags with lots of adsDon’t be fooled by mags with lots of adsSales vs. branding drivenNEW STRATEGY: Digital mag ads can be branding but with a call to action… that’s not so ugly. For credibility, ads should align with your mission.

START WITH THE ADVERTISERSInterview themWho are their customers?How do they reach customers?When do they make media buying decisions?Do they have upcoming launch, event?And FOLLOW-UP.NEW STRATEGY: For digital mags, make sure they have a website – particularly one in which they’ve invested heavily. Consider their timing needs when approaching advertisers.

LIST OF SOURCES: HOW PROS DO ITAmerican Society of Magazine EditorsFOLIO: MagazineMr. MagazineMagazine Death PoolMediabistroMagazine DesignTIPS: Read the industryStudy good magazinesLet yourself get emotional

LIST OF SOURCES: DIGITAL MAGAZINESFOLIO: MagazineTexterityZinioNxtbookDigital Magazine News (yuck)Adobe ReaderTIPS: The flip gets annoyingWeb-based offers more functionalityMind file size

LIST OF SOURCES: DISTRIBUTION & GROWTHWordpress or other blogging toolTwitterFacebookYour LinkedIn pageYouTubeFlickrConstantContactTIPS: This is a full-time jobUse the word “magazine”Create common look & feel

We’re still excited about magazines!TIPS: You’d better love itMind your image onlineMake sure others know your storyHire pros as much as possibleMagazines are emotionalContact OCTOBER CUSTOM PUBLISHINGmonica@octobercustompublishing.com