Should you launch your magazine independently or with a publisher?
By Bob Schustedt

Steve Cooper, in an Entrepreneur magazine article titled “Mags to Riches”  found in the June 2006 issue, writes, “People love magazines.  They’re personal, visually appealing, offer a unique voice and address subjects of individual interest.  Research institute MRI reports that 84 percent of adults read magazines.  Plus, magazines are an incredibly lucrative cash business once yours is profitable.  According to Husni (chair of the journalism department at the University of Mississippi), average profit margins for magazine businesses range from 10 percent to 30 percent.” 

Are you ready to print your magazine?  For new publishers not familiar with magazine printers and the mammoth iron presses used in commercial print operations we hope this overview and photo tour helps to spark some creative ideas and/or questions for you to discuss as you plan and interact with your magazine printing vendor.

I frequently meet people who are thinking of starting a new newsletter or magazine. Often such people spend most of their time worrying about how their publication will LOOK, not how it will SELL. Sadly, more than two-thirds of new publications started by first-time publishers flop within a few months. Luckily, there are some simple steps you can take to increase the odds that your own publishing ideas will succeed.

Author Gordon Woolf offers a preview of "The new 4th edition of How to Start and Produce a Magazine or Newsletter"  Book Preview Link: http://www.worsleypress.com/magbook/Magpreview.pdf

Many people have a "Great Idea" for a magazine but before you begin a magazine launch there is a lot you need to know and plenty of financial support will be required...

Want to be at the helm of the next Vogue, Car and Driver, Field & Stream or Entrepreneur magazine? There's nothing like the exquisite joy of seeing your name on a newsstand, especially if you're the publisher of a magazine that covers your favorite subject—whether it's music, shopping, collecting or world issues.

Though the magazine industry is not easy to be in, it's definitely an exciting ride. Even with all the challenges of the magazine world, the number of titles continues to grow. According to data from the National Directory of Magazines, there were 17,254 consumer magazines in the United States in 2003—up from 14,302 a decade earlier. And though much of the market is dominated by a few large players, there's still room for the independent starup.

Q: I'd like to start a niche magazine. How do I do it?

A: This has to be one of the most frequent questions I receive. There are so many issues to discuss here, so let me just give you an overview of the industry.

Publishing a magazine is an extremely expensive undertaking. Many factors have combined to make this year particularly tough. Most magazines today make money not from readers (who pay to subscribe), but from advertisers who pay to reach those readers. It's a tough ad environment this year for most general-interest mags.

You're on the right track in thinking of a niche publication. These have a better chance to break through a very crowded marketplace. First, assess the existing marketplace. There are tons of motorcycle magazines—you say they don't cover some specific aspects of motorcycling. Are you sure people care about these particular issues? If they do, why aren't the mainstream motorcycle magazines covering them? Are there enough readers out there to support a magazine?

Other important magazine industry questions you need to be aware of are:

Since Fall I've noticed many of the requests that come in for sample newsletters are from people either thinking about or actually getting started in magazine publishing. The most frequent comment they make is there isn't much information available on running a magazine, and they want advice, so this seemed like a good time to touch on periodicals again.

Publishing a magazine is a very different animal than publishing books, though they can easily go hand in hand. Books can be compiled from the magazine, and the magazine can support the books, bringing in not only a consistent revenue, but keeping you out front in your field as well.

Getting from the Dream to the Reality
-- Without Losing Your Shirt

Magazine Publishing Featured Resource Guide Listings
For the Magazine Publishing Full Resource Guide Directory Click Here

Magazine Publishing Associations

Welcome to the Independent Press Association! The Independent Press Association's mission is to amplify the power of independent publications so as to foster a more just, open and democratic society. The IPA provides technical assistance, access to capital, and newsstand distribution services to over 500 member publications nationwide, including Mother Jones, Ms. Magazine, The Nation, Harpers and others.
See the MagazineLaunch.com Resource Focus on the IPA



Magazine Publishers of America (MPA) is the industry association for consumer magazines. Established in 1919, the MPA represents more than 240 domestic publishing companies with approximately 1,400 titles, more than 80 international companies and more than 100 associate members. Staffed by magazine industry specialists, the MPA is headquartered in New York City, with an office of government affairs in Washington, DC.


Magazine Publishing Consultants


Business Consulting for the Publishing Field. Magazines, Newspapers, E-zines, Newsletters. Start-ups and Established Publications. U.S. and International.
Whether you're in the start-up phase or involved with an established publication that's confronting specific challenges, we can provide valuable guidance
PHONE: 1 860-827-8896 / EMAIL:wdpc@publishinghelp.com


News, Information, and Inspiration for Small Publishers since 1976. The Laughing Bear Newsletter Website provides a wide variety of articles, publisher resources, and a publishing forum to allow questions, opinions and interactive communication with other publishers.



Magazine publishing consultants develop and teach street-smart business strategies to magazine, newsletter, book, and web publishers. They work with entrepreneurial people in many environments, including nonprofits, alternative media, niche magazines, business-to-business publications, associations, and independent publishers.


Magazine Publishing Design


Ayers/Johanek Publication Design, Inc. provides start-up development, publication redesigns, and cost-effective publication design consulting and critiques.
SERVICE TO: Startup, Small, Midsize, and large Publications / PHONE: (406) 585-8826
CONTACT: Johanek@publicationdesign.com

Magazine Publishing Online Solutions



Turnkey magazine publication full function website solution. For re-design or a completely new website setup, Infoswell will design and customize your website and provide the online tools for simple website management and online revenue results!


Magazine Publishing Printing


We are your world-class resource for custom magazine printing, mailing, distribution and related magazine services. With our long history and focus solely on magazine printing, production, and distribution we have created a global business that services 100's of magazine titles each month, including some highly recognized publications.


Magazine Publishing Circulation


FreeTradeMagazineSource.com is a site devoted to helping you increase your circulation at a very low cost with absolutely no risk. Adding your publication allows us to promote your magazine to thousands of visitors, giving them the opportunity to subscribe (using an exact replica of your sub form). Your magazine (and media kit) will also be seen by manufacturers and other advertising prospects that we drive to the site each day.

Magazine Publishing Full Resource Guide Directory Click Here