| Starting a magazine is not as hard as you would | | | | who your magazine is for, how many you print, |
| think. I have started several myself and | | | | your distribution tactics, what ads you offer and |
| successfully published them for years. Make no | | | | how much they cost, etc. In the beginning most |
| mistake, it is hard work, but if you can meet a | | | | of your sales will not be because of your media |
| few key requirements you can get your | | | | kit, this is just an essential thing to have to leave |
| magazine off the ground. | | | | with prospective advertisers. I could go on and on |
| What are those few key requirements? | | | | about how to sell ads for new magazines but if |
| 1) You need some money to do this - Every | | | | you read it, you would have to send me a pretty |
| business start up needs some capital and | | | | big check as that is closely held information by all |
| magazines are no different. How much do you | | | | in the industry. What I can tell you is start with a |
| need? As little as a few hundred dollars will work | | | | plan; call on advertisers that make sense for your |
| (not including your printing costs) to get your first | | | | magazine. It is a waste of time to try and sell an |
| issue on the streets and/or news stands. For a | | | | ad to Budweiser if you are a new magazine that |
| projected higher end book, you will need | | | | is about quilting - it's just not going to happen. Put |
| thousands of dollars dependent on what market | | | | yourself in that business owners shoes, would you |
| you are entering and how big you are going right | | | | consider it? |
| off the bat. The key will be to learn the skills you | | | | Now is not the time to get rich quick. You want |
| need to publish and do the tasks yourself rather | | | | to sell ads to pay the bills and hopefully recoup |
| than hire an office full of workers and payroll (I | | | | your investment and live. That means price your |
| will hit on those skills in a minute and talk more | | | | ad offerings in reality. For an idea of what reality |
| about cash in a minute). | | | | is, try and find out what similar magazines in your |
| 2) Equipment - At least one good computer | | | | market are charging. Do not go to low on your |
| capable of operating the various software you will | | | | pricing however, believe in the value of your |
| need (Adobe InDesign and at least Adobe | | | | magazine - giving it away free almost guarantees |
| Photoshop), a good digital SLR camera like the | | | | future failure. I know of one magazine that just |
| Nikon D50 which runs about $750, a phone and a | | | | kept throwing money at itself, starting in new |
| dependable vehicle. | | | | markets without first being profitable in one and |
| 3) The ability to sell - Magazines big and small run | | | | to appear successful, they gave away their ad |
| off of advertisements and yours will be no | | | | space. A couple years later and it is common |
| different. I cannot stress enough how important it | | | | knowledge in the media buying industry that no |
| is to have a solid sales strategy in place before | | | | one pays for ads in that magazine ever. If a |
| you take on this project. I will talk more about | | | | potential advertiser says they want it for less |
| selling further along. | | | | than you want to sell it for, pass on them politely |
| 4) Creativity - You can't survive without offering | | | | and come back to them in a few months after |
| something new to your readers in an attractive | | | | you can prove a stronger value to justify your |
| package and for this being creative is a necessity. | | | | rate card. |
| Step #1 - Develop the Framework | | | | Most importantly, offer value to your advertisers. |
| You probably have an idea of what type of | | | | There are a gazillion different ways to do this but |
| magazine you want to publish but from here you | | | | it all starts with you delivering a strong, readable |
| need to construct some basic framework. Pick a | | | | publication on time. The old under-promise and |
| name for your magazine carefully, make sure you | | | | over-deliver adage works well here. |
| are not stepping on anyone's trademark by | | | | Step #4 - Layout Time |
| searching the US trademark database. | | | | It's crunch time. Layout is hardly ever pleasurable, |
| Your website's domain name is also something to | | | | my first issue I ever designed took me about 72 |
| consider when choosing your name. Search for | | | | hours of work with about 6 hours of sleep in that |
| open domains that match your magazine's name | | | | period - not exactly what I call an awesome good |
| as closely as possible. It is okay to use a few | | | | time. Make sure you know how to use your |
| sudo-odd takes on domains for magazines like or | | | | software BEFORE you need to start laying out |
| Register your domain and contact a web | | | | your pub. Pretty much the whole free world uses |
| development company that you like to start | | | | Adobe InDesign to layout their magazines. It is a |
| work on your magazine's new website. I | | | | reliable and easy to use program that will run you |
| personally like 22 Creative as they specialize in | | | | about $650 unless you can find a deal. You should |
| websites for magazines. Your website does not | | | | seriously consider purchasing one of Adobe's |
| need to be awesome right out of the gate, just | | | | Creative Suites that bundles InDesign, Photoshop |
| something professional that is clear about who | | | | and Illustrator. Those three programs will take |
| you are and what your book is about - expect to | | | | you anywhere you want to go in publishing as I |
| spend anywhere from a few hundred dollars to | | | | have been relying on them for years. Yes that is |
| thousands here. A website is an essential part of | | | | some expensive software but is essential and well |
| this process though, do not skip out on this one. | | | | worth the money if you are serious about doing |
| Okay, you have a name and a website, what's | | | | this right. |
| next? Figure out what you are going to include in | | | | If you flip through a random magazine here and |
| your first issue by writing out an editorial outline. | | | | there, you will notice that a lot of them have an |
| Fancy name but in reality, just write out what | | | | inconsistent layout throughout the book, meaning |
| you want to feature, how many pages you want | | | | that the fonts and styles change every few |
| to devote to each item and how many pages for | | | | pages or every story. If this appeals to you |
| ads you want to stash away (this will be | | | | knock yourself out, just know that it is not a |
| dependent on how many ads you sell for your | | | | good practice to follow. You need to aim for a |
| first issue). How many pages should your | | | | balanced flow with your layouts. The first page of |
| magazine be? Two factors are in play here. One | | | | content should be very close to the last page and |
| is the cost of printing the magazine as it costs | | | | not stray too far in between. Use a text font at |
| more to print a bigger magazine obviously, the | | | | or above 8 points and never smaller. Don't forget |
| second is how much editorial can or do you want | | | | those pictures, lots and lots of pictures. Learn to |
| to produce? You do not need a 100 page book | | | | use Photoshop to clean your photos up. I have |
| your first go around so, dependent on what your | | | | spent at least 60 seconds with every photo I |
| competitors are doing, aim for around 50 pages | | | | have ever placed in a magazine layout - it is a |
| for a local or lifestyle magazine and 90+ for a | | | | crime to run photos with zero post work done on |
| magazine you want to distribute on national news | | | | them, just a straight up crime. |
| stands. | | | | I won't go into an InDesign tutorial, plenty of |
| Step #2 - It's Time to Produce Content | | | | people have done that better than I can before. |
| Contrary to popular belief, you do not need an | | | | What you need to ultimately do is end up with a |
| army of 'journalists' to publish your first issue. I | | | | PDF file for each page of your magazine that you |
| have produced content for hundreds of | | | | will give to your printer. Name each file a standard |
| magazines by myself or with the help of just a | | | | p01_NAME.pdf. Covers will be labeled C1, C2, etc. |
| handful of people, it is not that hard. | | | | You will have the option to view proofs of your |
| Start with item number one on your editorial | | | | files before your printer fires up the press to |
| outline. Write your text first, making sure to | | | | start your job (a big chunk of what you are |
| follow basic guidelines for writing editorial (Google | | | | paying them to do). Always look at every proof |
| search it for tons of help). Have friends read the | | | | of every page; once it gets put on a plate and |
| copy and get their honest opinion. Did you lose | | | | starts laying down ink, you are locked in. |
| your readers attention at any point? Are your | | | | Make sure you are happy with your printer. If |
| facts correct? Do you have any typos? | | | | you do not have a printer to print your job, start |
| A picture is worth a thousand words literally. | | | | by talking to Las Vegas Printing to get a quote on |
| People like pictures, big, colorful pictures and lots | | | | your job. I recommend getting your finished |
| of them. Decide on how many pictures you need | | | | magazines carton packed rather than skid packed |
| for the piece and whether or not you can take | | | | and wrapped in plastic as this practice guarantees |
| the photos yourself or if you need to buy them | | | | a percentage of waste due to not protecting the |
| license them from a stock photo service. If you | | | | magazines on the outside of the skid. |
| can take them yourself, head out and start | | | | Step #5 - Distribution Time |
| snapping. Take clear, in-focus images and take lots | | | | If you are starting a magazine that will have |
| of them. You do not want to have to go back | | | | National or a large ranging distribution, head |
| and re-shoot anything because you did not get | | | | straight to one of the two major magazine |
| the shot. Also, set your camera to take 300dpi | | | | distributors. I won't name them because they, in |
| images, normal smaller resolution images will not | | | | my opinion, make it very difficult for start ups to |
| work and will look pixilated in the final product - | | | | get in the game. I will leave it at that. |
| nothing comes off as more rookie than low-res | | | | If you are starting a locally distributed magazine, |
| photos in magazines. Remember if you have any | | | | read on. Yes there are services that offer to |
| people in your photos, get them to sign a 'model | | | | distribute your magazine for you, they will do a |
| release' allowing you to use their image in your | | | | poor job and charge you and arm and a leg for |
| publication. If you need to buy an image from a | | | | the privilege. Distribution is paramount. If no one |
| stock photo website, make sure you buy a | | | | sees, picks up or reads your magazine then it is |
| 300dpi image that is suitable for printing. Expect to | | | | just a waste of time, money and trees. A major |
| pay anywhere from $3 - $10 for each photo, if | | | | part of your focus should be dialing in the best |
| you encounter a website that charges more, you | | | | distribution strategy possible. Do not just toss |
| would be over paying. | | | | magazines in front of stores, bars, etc. and |
| After you have knocked your editorial out, sleep | | | | expect them to take the time to place them out |
| on it and go over it yourself. Is it good? How | | | | in a neat fashion - they will end up in the |
| many magazines have you seen that all | | | | dumpster out back. Do your own distribution. |
| regurgitate the same tired 'electronics features' of | | | | Personally ask permission from each distribution |
| iPhones and some silly whatever that not many | | | | spot, not only is this the right thing to do but it is |
| people care about? Lots. You have to have a new | | | | a great way to get your name out there and |
| take on things if you want to see issue number 2, | | | | meet a few potential advertisers. |
| 3, 54, etc. | | | | Step #6 - Do it again, and again and again |
| Step #3 - Start Selling Ads Yesterday | | | | The process never stops in the magazine game, |
| New publishers often fall into the trap of just | | | | it is a fight at all times. There will always be |
| focusing on the creative side of the magazine and | | | | strong competition, new people looking for their |
| not the sales. As an independent publisher, you | | | | share of a market and times where you feel like |
| have to wear both hats. Start by putting together | | | | you are the only person that reads your |
| a media kit for your new magazine. A media kit is | | | | magazine. But if you do not fight at all, it's a |
| a couple pages, printed out that act as a resume | | | | guarantee that you will not win. Good luck! |
| for your magazine featuring all of the details of | | | | |