Rise Strategies For Bootstrapping A New Publication 2009
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Rise Strategies For Bootstrapping A New Publication 2009

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Rise Strategies For Bootstrapping A New Publication 2009 Presentation Transcript

  • 1.
  • 2. Strategies for Bootstrapping a
    New Publication
    Monica Maldonado Williams
    Torquil Dewar
    GivingCity Austin
    October Custom Publishing
  • 3. CONTENT
    Audience, sourcing, look and feel
    Start here if you can offer something no one else does.
    PRODUCTION
    Scheduling, deadlines, printing
    Start here if you need a plan first.
    READERSHIP
    Demographics, circulation, distribution
    Start here if you want to ensure mag’s success.
    ADVERTISING
    Media kits, rate cards, selling
    Start here if you want to make money.
    “Okay, I have an idea for a magazine. Now what?”
  • 4. START WITH CONTENT
    Identify your audience
    Brides to be?
    MODERN BRIDE
    MARTHA STEWART WEDDINGS
    THEKNOT.com
    Car lovers?
    CAR & DRIVER
    ROBB REPORT
    MUSTANG MONTHLY
    EDMUND’S INSIDE LINE
    NEW 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.
  • 5. START WITH CONTENT
    Find writers!
    Scan similar publications
    Freelance writing sites
    freelance-austin.org
    Post to craigslist or job site
    journalismjobs.com, mediabistro.com
    You get what you pay for
    NEW 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.
  • 6. START WITH CONTENT
    DO NOT DESIGN IT YOURSELF
    Browse the newsstand
    Mags that always look good
    VANITY FAIR, MARTHA STEWART, GQ, WALLPAPER, NEW YORK, W, WIRED, GARDEN & GUN
    Judge art director only by their work
    NEW STRATEGY: Hire talented, experienced, professional with magazine design background.
    Do what he says.
    Looks matter…maybe even more than copy in the beginning.
  • 7. START WITH PRODUCTION
    The editorial calendar
    How long does each phase take
    Distribution dates vs. cover dates
    Do a trial version
    NEW 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. ”
  • 8. START WITH PRODUCTION
    Printing…?
    Judging a printer
    Calculating the cost
    Distribution without printing
    NEW 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.
  • 9. START WITH PRODUCTION
    Digital production
    Still takes time
    Find a place to host it that will drive more downloads
    Difference between digital mag and Web
    NEW STRATEGY: Create it for on-screen reading.
    (See Texterity, GivingCity, Playback)
    It needs to retain it’s “magazine-ness.”
  • 10. START WITH THE READERS
    Use 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
    Outsiders
    NEW 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.
  • 11. START WITH THE READERS
    Somewhere between whom it’s for and whether you can contact them
    Email addresses or mailing addresses
    Purchase lists, DM
    Be part of existing email blast
    Grow organically
    Consider advertiser’s perspective
    Big 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.
  • 12. START WITH THE READERS
    Subscription or ad model?
    All mags cost same, profit on efficiencies
    Mix of revenue sources
    Change how often, how much
    Develop new revenue sources
    NEW STRATEGY: Again, digital. Almost free using social media, online trials, etc.
    No magazine can survive on just subscriptions.
  • 13. START WITH THE ADVERTISERS
    So you want to make money?
    Readers wants vs. advertisers wants
    Advertorials, free ads, etc.
    Multiple entry points to magazine
    Ads that look like dirt
    NEW STRATEGY: With digital, ads can link to site. Seek advertisers who want Web traffic.
    Here’s an idea for a revenue source – advertisements!
  • 14. START WITH THE ADVERTISERS
    Ask them what they want
    High maintenance relationships – have lunch with these people
    Study media kits of mags with lots of ads
    Don’t be fooled by mags with lots of ads
    Sales vs. branding driven
    NEW 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.
  • 15. START WITH THE ADVERTISERS
    Interview them
    Who 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.
  • 16. LIST OF SOURCES: HOW PROS DO IT
    American Society of Magazine Editors
    FOLIO: Magazine
    Mr. Magazine
    Magazine Death Pool
    Mediabistro
    Magazine Design
    TIPS:
    Read the industry
    Study good magazines
    Let yourself get emotional
  • 17. LIST OF SOURCES: DIGITAL MAGAZINES
    FOLIO: Magazine
    Texterity
    Zinio
    Nxtbook
    Digital Magazine News (yuck)
    Adobe Reader
    TIPS:
    The flip gets annoying
    Web-based offers more functionality
    Mind file size
  • 18. LIST OF SOURCES: DISTRIBUTION & GROWTH
    Wordpress or other blogging tool
    Twitter
    Facebook
    Your LinkedIn page
    YouTube
    Flickr
    ConstantContact
    TIPS:
    This is a full-time job
    Use the word “magazine”
    Create common look & feel
  • 19. We’re still excited about magazines!
    TIPS:
    You’d better love it
    Mind your image online
    Make sure others know your story
    Hire pros as much as possible
    Magazines are emotional