The magazine\'s lifeline and relaunch tips and tricks

1. Phases
In The Life Of
Business Of Magazine Publishing
A Magazine
Bangalore, October 9, 2012

2. Phases In The Life Of A Magazine
The Seven Phases
• Concept Phase (six months to three years):
Develop the magazine concept from reader
research and analysis of the competition.
Business Of Magazine Publishing
• Test Phase (six months to one year):
Test the concept with the target audience.
• Funding Phase (one year to two years):
Raise money for the launch.
• Launch Phase (one year)
• Growth Phase (one year to 10 years):
Magazine circulation gradually increases
each year.
• Optimum Phase: Magazine operates at optimum
circulation and is stable.
• Decline Phase: Magazine circulation is decreasing.
Bangalore, October 9, 2012

3. Phases In The Life Of A Magazine
Concept Phase
• Write preliminary concept description.
• Research target readers.
Business Of Magazine Publishing
• Types of research
• survey
• focus group
• Research reader needs, demographics,
topics of interest, preferences in a
magazine, etc.
• Analyze competitive magazines.
• Prepare simple budget (income & expenses
for one-to-three years).
?? Other suggestions on creating the concept for a
magazine?
Bangalore, October 9, 2012

4. Phases In The Life Of A Magazine
Test Phase
• Raise funds to conduct marketing test.
• Produce editorial samples.
Business Of Magazine Publishing
• Two or more sample “Table of
Contents”
• Sample articles and department
layouts
• Conduct marketing test—“dry market
test.”
• Write a detailed business plan.
?? Other ways to test a new magazine
idea?
Bangalore, October 9, 2012

5. Phases In The Life Of A Magazine
Funding Phase
• Raise start-up funding (for one-
Business Of Magazine Publishing
to-three years of operation).
• Assemble key magazine staff
(volunteers and paid staff).
?? Various ways magazines have
been funded?
Bangalore, October 9, 2012

6. Phases In The Life Of A Magazine
Launch Phase
Business Of Magazine Publishing
• Produce the first issue.
• Roll out marketing campaign.
• Create go/no-go milestones.
• Develop other income
sources.
?? Effective ways magazines
have been launched?
Bangalore, October 9, 2012

7. Phases In The Life Of A Magazine
Growth And Optimum Phases
Growth Phase
•Circulation is growing each year.
•Goal is for magazine finances to
Business Of Magazine Publishing
gradually approach break-even or profit.
•Large investment needed in
marketing expenses and testing
new marketing methods.
Optimum Phase
•Circulation is stable.
•Magazine has reached its optimum
circulation for the target audience.
•Subscription and other sources of
income must increase each year at least
equal to inflation.
Bangalore, October 9, 2012

8. Phases In The Life Of A Magazine
Decline Phase
• Every magazine has a life cycle
and will eventually decline in
interest.
Business Of Magazine Publishing
• Circulation is decreasing as
interest in the magazine declines.
• Major changes in the magazine’s
content may or may not improve Moody magazine
circulation (changes generally are In August 2003, after 103
years of uninterrupted
not successful). publication, the magazine
with 85,000 circulation,
which started the year after
• Go/no-go milestones are
Dwight Moody’s death,
important in order to know when came to a close.
to make the hard decision to stop
publishing.
Bangalore, October 9, 2012

9. Phases In The Life Of A Magazine
The Life Line
Circulation Point of Relaunching
Business Of Magazine Publishing
Aggressive Active market
advertising research
acquisition
Massive Examination of Loss
Idea Publicity editorial & of advertising
formation optical sections customers
Consistent
Concept quality Decline in
development control interested
Formation Cautious/New readers
of editorial re-positioning
staff
Demotivation of
Cautious
editorial staff and others
advertising
acquisition
Introduction Growth Maturity Decline time
Source : G & J
Bangalore, October 9, 2012

10. Phases In The Life Of A Magazine
Decline And Relaunch
Some relaunch tips
•Do NOT do a relaunch unless you can’t help
Business Of Magazine Publishing
to. Prepare for losses
•Minor improvements vs relaunch dilemma
•Never try to change/expand the target
group! Try to meet the needs better
and increase the penetration instead
•Cautious re-positioning while following the
changing tastes of target group
•NOT just a fancier design! 75% of relaunch
is done in MS Word
•Usually not sooner than in 3-5 years after
start/relaunch
Bangalore, October 9, 2012

11. Questions?..
Business Of Magazine Publishing
Thank you!
Bangalore, October 9, 2012