How to Become a Magazine Publisher - Create Your Own Magazine

Legal Notice:- “Book” hereby refers to both printed and digital (Ebook) formats. The author and publisher of this book and the accompanying materials have used their best efforts in preparing this book. The author and publisher make no representation or warranties with respect to the accuracy, applicability, fitness, or completeness of the contents of this book. The information contained in this book is strictly for educational purposes. Therefore, if you wish to apply ideas contained in this book, you are taking full responsibility for your actions. The author and publisher accept no responsibility for any errors, omissions or the consequences thereof. The author and publisher disclaim any warranties (express or implied), merchantability, or fitness for any particular purpose. The author and publisher shall in no event be held liable to any party for any direct, indirect, punitive, special, incidental or other consequential damages arising directly or indirectly from any use of this material, which is provided “as is”, and without warranties. As always, the advice of a competent legal, tax, accounting or other professional should be sought. The author and publisher do not warrant the performance, effectiveness or applicability of any sites listed or linked to in this book. All links are for information purposes only and are not warranted for content, accuracy or any other implied or explicit purpose. The right of John Crossley-Stanbury to be identified as the author of this work has been asserted by him in accordance with the Copyright, Designs, and Patents Act 1988. All rights reserved; no part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise without the prior written permission of John Crossley-Stanbury. All Trademarks are the property of their respective owners. Copyright © 2010 John Crossley-Stanbury. All rights reserved. ISBN 978-1-4457-7626-2 Published May, 2010

CONTENTS Introduction to Magazine Publishing The Wonders of Magazine Publishing A quick tour of some of the things you will learn What if I don’t have enough money to start a magazine? This is One Way You Could Fund A Large Start Up: You Need More Than Money to Start

9 9 12 12 15 15

Things You Should Know Young People and Magazine Publishing Magazine’s Worldwide

19 21 24

Normal Magazine Classifications

28

The Different Business Types and How to Register Them Sole Trader Partnerships Setting up and registering a partnership General partners Sleeping or dormant partners Businesses Limited Liability Partnership Setting up a Limited Liability Partnership (LLP) Limited Business Setting up and registering a Limited Company (Private or Public) Limited by shares or by guarantee? Registration doc’s/forms required to set up a Limited business

32 32 32 33 33 34 34 34 35 36 36 37 39

Selecting the Right Niche What is niche marketing?

40 41

Keyword Research Identifying your market with keyword research

43 43

Naming Your Magazine

47

Costs Factors Determining the Cost of Your Magazine Physical Size Number of Pages Whether or Not You Use a Printing Business The Extent of Your Advertising Campaign

51 51 51 52 52 53

Page 5

Staffing Software Distribution

54 54 55

Easy Funding Options Tax Refunds/Stimulus Payment Credit Card Mortgage Refinancing Personal Budgeting Selling Things Friends and Family Odd Jobs Business Cash Advance Grants Pre-Advertising What is ‘pre-advertising’?

59 59 59 60 61 61 62 62 63 63 64 64

Branding your business What is Branding? Branding Basics Mission and Vision of Your Business Benefits and Features of Your Products or Services Customer Perceptions Today Qualities Perceived by Customers Audience Knowing Your Audience Branding by Your Audience Logos About Logos Tips with Logos Does a Logo Really Help You Sell? Building Recognition Corporate Overview Your Personality Consistency Competition Researching Competitors What Sets You Apart From the Competitors? Why Should Customers Shop From You?

66 66 68 68 69 70 70 71 73 74 75 75 76 77 78 79 79 80 81 81 81 83

Establishing the Brand Establishing a Place Inside of the Customer’s Mind Endorsements Hot Prospects and Opportunities

84 84 86 87

Page 6

Using Public Relations Pros to Your Advantage Establishing Business Identity Donations Investments Give Free Information Adding Value to Your Business

88 90 91 91 92 93

Getting Your Brand Out There Get One on One with the Customers Local Business Events Media Consideration Local Media Article Writing for the Press Sponsors Written Testimonials Special Offers Referrals Inserts

95 97 98 99 99 100 100 101 102 103 103

The Competitive Edge About Blogs Reasons to Use Blogs Using a Blog to Your Benefit Reinforcement of Your Brand Conclusion on Business Branding

105 105 105 106 108 110

Creating the Content Options for Content Creation Doing Everything Yourself Hiring a Graphic Designer Buying Private Label Content Using a Ghost-writer Hiring a Professional Magazine Writer Hiring Volunteers

112 112 112 116 117 119 120 121

The Different Types of Volunteer Writers College Students Seasoned Internet Writers The Occasional Magazine Writer Hobbyists

122 122 123 124 125

Using Bad or Overused Content Plagiarism

128 130

Page 7

Building a strong relationship with your readers

132

Finding Advertisers

134

Alternative Revenue Sources

139

Printing Print-on-Demand Brick-and-Mortar Printing Shops Newspaper Business Printing Services Sole Proprietorships Printing Services

144 144 147 148 148

Getting Subscribers Distribution and Circulation

150 151

Advertising Your Magazine Advertising on the Internet Offline Advertising

155 155 156

The Best Advertising The Best Way to Get Customers Professionalism

157 158 158

Publishing Online Why Start An Ezine? What Types Of Ezines Can You Create? Schedule Ezine Format Put the entire Ezine in an email PDF File HTML Page How to structure your Ezine - An Ezine Structure Building A List of Online Subscribers Setting up a viral list builder

159 160 161 161 162 162 163 164 164 167 168

Getting Your Ezine Read The Power Of Questions What kind of questions do you ask?

170 170 171

Conclusion

173

About the Author

174

Index

176

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INTRODUCTION TO MAGAZINE PUBLISHING Firstly, thank you for purchasing this book. Before we begin setting up your magazine we need to learn about publishing, its audiences, and the magazines that are recognised the world over. For obvious reasons it is necessary to build a basic knowledge of this subject before you begin. The Wonders of Magazine Publishing Many see it as a simple reading material, but take a closer look and you can see the many wonders of magazine publishing. As a key component in promoting the industry of mass media to the world, magazine publishing has changed the face of print media – one that has taken it into new and greater heights. One of the wonders of magazine publishing is that it has withstood the test of time, even with the addition of rapidly expanding and progressing Information Technology. The sphere of influence of the perpetual partnership between pen and paper has transcended through time and has not been shaken by the threat of electronic media and the thrust towards a paperless society.

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This is mainly so since magazine publishing exhibits a process so versatile and dynamic that simply, yet surprisingly, allows it to adapt and adjust to changes of the times. The best reason for this adaptability is the fact that humans crave for information or the means through which to be heard, and it is one of the greatest factors that will foster its survival. It is the hunger and craving for information that makes magazine publishing, as well as any other mass media, an indispensable tool in delivering information, either on paper or in a digital format. Today’s information culture makes it difficult, if not impossible, to live without the media. Obviously, the press is by far the best conduit that brings information to the people, and magazine publishing allows information – in its many faces - to be creatively and extensively presented. Unlike

tabloids

and

periodicals,

magazines

incorporate

conventional reporting, which is enhanced by with creativity and artistry.

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While all the other forms of print media adhere to strict rules and guidelines, magazine publishing breaks this taboo and is inclined to more liberal and aesthetic approaches. Commercially, magazine publishing is one of the most veritable moneymakers in the media industry, since it can drive focus towards a certain segment of the market that it hopes to give focus to. From home improvement, Do-It-Yourself guides, women’s, men’s, children’s, sectarian, opinion, features, essays, public awareness, public service, clubbing, political, entertainment you name it - magazine publishing can embrace it and present it to the public within the bat of an eyelid. From the commercial standpoint, the broader the market scope of a magazine the better, since this is undoubtedly one of the best venues to advertise and introduce new products. On average, a person with active contact to mass media is exposed to no less than five hundred advertising messages or materials in a day, most of which can be found in magazine publications printed regularly.

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Magazine publishing’s versatility and dynamism has even adapted to the advent of online information technology, where it has even broadened its scope to a much larger global audience. It will continue to proliferate regardless of the changes and challenges it faces, as long as it will continue to satiate the public with the need to be continuously informed. I hope that you're excited. I'm actually excited for you! When I first started my magazine, it was the most frightening yet most exciting time of my life. A quick tour of some of the things you will learn Everybody wants to be his or her own boss. For that to happen, you need to do some research and have enough capital for your particular business venture. The same rules apply for anyone who wants to start their own Magazine Publishing Business. The biggest question that a lot of people have a problem with is: What if I don’t have enough money to start a magazine? We will go in-depth on this later but one method is to invite investors by showing them your business plan which includes

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the start up capital needed and when they can expect to get a return from their investment. It can be possible to start with no money. However, depending on your plans and other factors such as client relations and relevant previous experience, it could prove difficult. The other option is to start a magazine through the web as an Ezine (refer to page 159,

.

Unlike printed copies, you don’t have to invest a lot of money since the cost of making a website and looking for a web host will not cost you a fortune. You will also discover where you can publish your magazine online and get thousands of readers for free! The success of your magazine will depend greatly on the content.

If

you

are

doing

something

similar

to

what

Cosmopolitan or Vogue are doing, chances are you won’t even make a dent in the market because you don’t have anything new to offer. If you were to sell your magazine from shops or stands, you must feature something different. For instance, instead of focusing on clothes you can create a magazine that caters

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to parenting, clubbing, property, a certain hobby or cooking. This all boils down to doing some market research. If you don't want to do research you could hire a market research company to do it for you. Should their study prove that there is potential on a certain topic, it is time for you to develop a plan that will make the magazine profitable. An extremely important thing you have to work on will be the name of the magazine. The shorter the name the better so people will be able to remember it and the only way that can happen is if it is able to grab the reader’s attention. Magazines come out weekly, fortnightly, monthly or quarterly. To ensure the quality of your content, make sure you hire the right people as editors, writers and photographers. If you can’t afford yet to hire these people on a full time basis, make sure you can buy the rights from them and then be

able

to

edit

the

materials

yourself

and

pay

them

accordingly. You will be shown easy ways to create content yourself later on page 112,

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This is One Way You Could Fund A Large Start Up: Start an online Magazine (Ezine) first. When your online magazine has proved successful and you are able to earn a sufficient amount of money from advertising, it is time that you shift your attention towards coming up with your very first magazine to hit the news stands (if you want to go down this route). If someone else has already published a magazine that is similar to what you plan, try to see what they lack and then use it to your advantage. This hasn’t stopped others from launching their own successful magazine, which just goes to show there is room for everyone in this business. You Need More Than Money to Start Money is just one of the things you need to start your own magazine because there are other aspects of the business that are just as important to make it profitable. For one, you need to have a basic idea for your magazine. Preferably it should focus on a certain subject that you are knowledgeable about so you can come up with a plan that differentiates you from any competitors. You may be in a position to pay others to do the tiring work. For that, you need to hire the right people who will serve

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as writers, editors, photographers, graphic designers and distributors

for

your

magazine.

You

will

need

to

have

advertisers to generate most of the revenue for your business in order to pay the salaries of any staff and to also pay for other expenses including the next issue. This is done by calling up advertising agencies or local businesses, sending them letters and meeting with them in person. Networking will also come in handy so you can generate interest from other advertisers. When you have a meeting with advertising agencies or advertisers, remember that you are asking them to advertise in your magazine in exchange for something else. Be sure to deliver your end of the bargain so this relationship will continue in future issues. When your team has finished doing the layout, content and design of the magazine, the only thing to do is to send it to the printers or print it yourself. Since there are many printers available, get a cost quote from all of them and then get the best deal money can buy.

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An advanced copy of the magazine will be sent to you before it hits the stands or gets distributed. This is called a proof. Check it page by page for any discrepancies and if everything is satisfactory, the only thing you have to do is approve it and the print run will commence. Distribution of your magazine is important. You must make sure that it hits places where your target audience will go to and buy it or pick it up for free. These places include local newsstands, local businesses, supermarkets etc. If it is free you can still make a great profit and build your reader base quickly! Don’t forget to also send copies to your advertisers and sponsors free of charge so they will be able to see first hand their adverts and the rest of your magazine.

Page 17

Not that many people will know about your magazine without some form of publicity. For a high-profile magazine, you will need to throw a launch party - that usually gets media attention. You should invite some of the biggest names in the industry, a few celebrities and of course the local press. After providing some entertainment for the night’s festivities, make sure everyone goes home with a souvenir bag that includes a copy of your magazine and perhaps some special launch party discounts provided by advertisers to get them more exposure. You certainly need more than just money to have your own magazine because in the days after your launch party, your magazine will be featured in the local press and maybe even regional TV. Viewers and readers who have seen or heard it will most likely want to see what all the fuss is about and buy or pick up a copy. If these people like it, then you have successfully established a beachhead. You will have to press on forward in the coming months so you can truly compete with other magazines that have already established a name.

Page 18

So when you start off an email with a question, it immediately gets the reader involved in your email. What kind of questions do you ask? "Yes!" questions. What I mean is, questions where the reader would respond enthusiastically with a "YES!" Here are a few examples:

You don't have to ask a "Yes" question to get this to work. I mention them because they are one of the easier styles of questions that are proven to be very effective. If you don't use a question, then a powerful teaser style headline will work as well. To do this, you can just take the main benefit of the article of your Ezine and turn it into a question. So let’s say your Ezine is about golf and you new issue is on how to improve your golf swing on drives. The question could be:

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“Would you like to learn how to hit the golf ball as straight as an arrow?” In my example Ezine above, I used a question in the subject line of the email, instead of in the email itself. The subject line for that issue was: “-first name - Need More Sales?” It’s a simple “Yes” question that will get more people to open up and read. ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ________________________________

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ABOUT THE AUTHOR After John Crossley-Stanbury left the British Armed Forces with ‘Exemplary Conduct,’ his natural career choice was the private security sector. He rapidly advanced but decided that he was neglecting his creative and technical side. John then qualified as an I.T. Professional and began learning the

Photograph courtesy of Sheffield Newspapers. Copyright © 2010 Sheffield Newspapers. All rights reserved.

art of Graphic Design. It was at this point when John launched a nightlife magazine. He was 22 years old. He has since successfully published 30 magazines, built 3 websites and made 5 DVD’s. John and his team distributed 300,000 magazines and within 6 months of launching a new website it received over 1 million hits. John started with no investment! At the age of just 23, John was diagnosed with Parkinson’s and soon decided that he wanted to share his knowledge and experience to help others. He is the Publicity and Public Relations Officer for the Barnsley Branch of Parkinson’s UK. He actively participates in fundraising, public awareness and other charitable work, both on a local and national level.

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He began researching, writing and compiling this book in 2008 with the aim of sharing his publishing knowledge to help others achieve their goals and aspirations by starting their own magazine. ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ Page 175

INDEX

A Accountant, 32 Adobe Indesign, 55 Advertisers, 16, 44, 45, 47 Advertising, 11, 15, 45 Advertising Agencies, 16 Advertising Campaign, 53, 66, 139 Advertising on the Internet, 155 Adwords, 44 Affiliate, 167 Alternative Revenue Sources, 139 Amazon, 49, 116 Article Writing, 100, 111 Articles, 25, 42, 54, 61, 100, 117, 119, 124, 148, 155, 169 Articles of Association, 39 Artistry, 10 Audience, 12, 71, 77, 84

B Barcode, 150 Benefits and Features, 69 Blogs, 105, 106, 169 Bookkeeper, 32 Bookstores, 55 Brand Equity, 67 Brand Manager, 80 Branding, 66 Branding Campaign, 70

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Branding Manager, 80 Branding Process, 69, 78, 84 Brick and Mortar Businesses, 67 Brick and Mortar Printing Shops, 147 Brochures, 79, 92, 95, 103 Business Accounts, 34 Business Cards, 67 Business Cash Advance, 63 Business Identity, 90 Business Loan, 57, 63 Business Logo, 77, 79 Business Name, 38, 96 Business Plan, 12, 57 Business Secretary, 37 Business Structure, 36 Business Value, 93 Businesses House, 34

C Capital, 12 Categories, 29 CD, 115, 135 Celebrities, 18 Circulation, 151 Clip Art, 114 Clothing, 95 Competition, 20, 41, 74, 81, 110 Competitive Edge, 105 Competitor, 49, 66, 78 Consistency, 67, 80, 111, 159

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Consumer, 66, 70 Consumer Magazines, 24 Content, 14, 16, 28, 112 Content Creation, 56, 112, 116, 149 Copies, 17, 22 Corporate Image, 66 Corporate Overview, 79 Cosmopolitan, 13 Costs, 33 Coupon, 95 Crazes, 31 Creating a Brand, 69, 73 Creativity, 10 Credibility, 74 Credit Card, 59 Customer Perceptions Today, 70 Customer Service/Support, 71, 83 Customers, 67, 97, 158

D Deadline, 19, 20 Debts, 32, 33 Declaration of Compliance with Businesses Act, 39 Designing a Branding Campaign, 81 Developing a Logo, 76 Different Business Types and How to Register Them, 32 Digital Format, 10 Directors, 37 Discussion Board/Forum, 105, 169 Distribution and circulation, 55, 150, 151

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Distributor, 16, 55, 150, 157 Donations, 91 Door-to-Door Leaflet Distributor, 157 Dormant Partners, 34 Dropshippers, 139, 142

E E-books, 168 Editors, 14, 16 Electronic media, 9 Email, 162 Email attachment, 135 Employees, 54, 67, 68 Endorsements, 56 Endorsing, 86 Entrepreneurs, 55 Establishing the Brand, 69 Events, 21, 28, 30, 86, 89 Expenses, 16 Ezine, 13, 15, 160 Ezine Format, 162 Ezine Structure, 164

F Fashion Models, 44 Financial, 59 Finding Advertisers, 134 Flyers, 87, 92, 95 Formal Deed of Partnership, 35 Free Publication, 17, 50 Freelancing, 116, 131, 149

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Funding Options, 59

G General Excellence Award, 25 General interest magazines, 29 General partners, 33 Generating traffic, 167 Geographical regions, 73 Ghost-writers, 61, 113, 119, 120, 130, 131 Good Housekeeping Magazine, 26 Grants, 63 Graphic Design, 55, 112, 113, 114 Graphic Designer, 16,, 116, 147 Graphics, 114, 138, 146, 162

H Hearst Corporate Communications, 26 HM Revenue & Customs, HMRC, 32 Hobbyists, 125 Home Business, 136, 142 HTML, 164

I Identifying your market, 43 Identity, 66 Image, 66, 74, 78, 116 Images, 29, 115 Independent Financial Advisor, 59 Information Technology, 9 Inserts, 103 International Data Group, 25

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Internet Marketing, 53, 55, 160, 168 Internet Writers/Editors, 54, 123 Investment, 13, 32, 34, 91

J Journalism, 121

K Keyword, 44 Keyword Analyser, 43 Keyword Optimisation, 119 Keyword Research, 43 Knowing Your Audience, 73

L Large Profile Magazine, 18 Launch, 18, 20, 41, 56, 152 Layout, 54, 114, 116, 117, 134, 141, 147 Legal Existence, 33 Lettering, 76 Limited Business, 36 Limited Liability Partnership, 34 List of Subscribers, 137 Literature, 28 Local Business Events, 98 Local Businesses, 16, 17 Local Media, 99 Local Press, 18 Logo, 66, 75, 76, 77, 95, 96, 104, 111, 112, 158

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M Magazine Layout Software, 55 Magazine Publication Schedules, 28 Magazine Templates, 114 Magazine Writer, 120, 124 Market, 11, 13, 24, 27, 41, 42, 47, 50, 52, 84, 90, 119, 123 Market Research, 14 Market Research Business, 14 Marketer, 62, 87, 134, 136 Marketing Campaign, 69 Marketing Plan, 135 Media, 9, 18, 23, 24, 26, 27, 84, 100, 103, 108, 110 Media Consideration, 99 MedicaLife, 41 Memorandum of Association, 39 Microsoft Word, 54 Mission, 68, 84 Model, 23, 157 Model Release, 157 Mortgage Refinancing, 60 Most Successful Publications, 24

N National Distributors, 150 Networking, 16, 98 News magazines, 30 Newsagents, 55 Newspaper, 31, 89, 99, 103, 148 Newspaper Business Printing Services, 148 Newsstands, 17, 55, 150

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Niche, 41 Niche Marketing, 40 Normal Magazine Subject Classifications, 28 Northern Ireland Businesses Registry, 34

O Offline Advertising, 156 Online Advertising, 27, 45 Online Magazine, 15 Online Marketing, 43 Open Office, 54, 134

P Partnership, 32 Partnership Accounts, 34 Partnership Agreement, 35 Pay Per Click, PPC, 167 PC World Magazine, 25 PDF, 134, 163, 164 PDF Writer, 134 Periodical, 10, 28 Personal Budgeting, 61 Personality, 79 Photo Shoots, 21 Photographers, 14, 16 Photographs, 114, 157 Physical Size, 51 Plagiarism, 112, 120, 130 Popular Mechanics, 26 Pre-Advertise, 134, 136

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Press, 10, 18, 79, 89, 100, 108 Press Release, 79, 89, 108, 111 Print Media, 9, 11 Print Run, 17 Print-on-Demand, 144 Printers, 16 Printing, 144 Private Label Content, 117 Private Limited Business/Company, 37 Products, 11, 69, 71 Professionalism, 67, 74, 135 Profit Funnel System, 167 Profits, 32, 33 Proof, 17 Public Limited Business, 36 Public Relations, 40, 88, 90, 125, 174 Public Relations Manager, 86 Publicity, 18 Purchasing Decisions, 66

Q Qualities of your business, 71 Qualities Perceived by Customers, 70 Quark, 55 Quote, 16

R Radio, 53, 56, 89, 122 Reader Base, 17 Readers, 13, 28, 158 Readership, 28, 31

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Reader’s Digest, 24 Reader’s Digest Association, Inc., 25 Records and Accounts, 32 Referrals, 103 Regional Distributors, 150 Regional TV, 18 Registered Office, 38 Registrar of Businesses, 38 Registration Fees, 32 Reinforcement of Your Brand, 108 Research, 12 Researching Competitors, 81 Researching Magazines, 43 Retailers, 150, 154 Revenue, 16 Reviews, 26, 135 Rights, 14 Risks, 33 Royalty-Free Photographs, 115

S Salaries, 16 Schedule, 108, 161 Scholarly or Academic Magazines, 29 Search Engine, 45, 49, 105, 106, 118, 128, 155 Search Engine Optimisation, SEO, 123 Self-Employed, 33 Sensational Magazines, 31 Setting up a Limited Liability Partnership (LLP), 35 Setting up and registering, 32

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Setting up and registering a Limited Company, 36 Setting up and registering a partnership, 33 Share Capital, 37 Shares, 37 Small Business, 67, 134 Small-Scale Distribution, 55 Social Events and Conferences, 21 Software, 54 Sole Proprietors, 149 Sole Proprietorships Printing Services, 148 Sole Trader, 32 Special Font, 76 Special Offers, 102 Sponsors, 17, 21, 100 Squeeze Page, 167 Staffing, 16, 54 Start Up, 15 Starting Your Business, 35 Statement of First Directors, Secretary and Registered Office, 39 Stimulus Payment, 59 Stock Market, 37 Subscribers, 45, 50, 55, 65, 125, 134, 144, 150, 158, 160, 168

T Tabloids, 10 Tag line, 76, 78 Target Audience, 17, 75, 86, 153 Targeted Customer Base, 72 Tax Refunds/Stimulus Payment, 59 Television, 53, 56, 31, 99

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The American Society of Magazine Editors, 25 The National Geographic Magazine, 25 Time 100, 27 Time Magazine, 26 Time Person of the Year, 27 Trade or Professional Magazines, 30 Trademark, 47, 48

U Unique Selling Points, USP’s, 129 United States Patent and Trade Office, USPTO, 47 Universal Product Code, UPC, 150

V Viral List Building, 168 Visibility Techniques, 67 Vision, 84 Vogue, 13, 57 Volunteers, 121, 123

W Web Host, 13 Website, 13, 38, 45, 62, 66, 117 Wholesaling, 139 Wikipedia, 49 Writers, 14, 16 Written Testimonials, 101

Y Young People, 21

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