business opportunity magazine

A:ummmm...on the web!

A:What I like to know is, are sure thats all youre learning?

A:I'm an ex-newspaper publisher, but have been involved in specialty publications. (I've also written two business books, but now just freelance.) The biggest mistake new publishers make is not having enough money for their start up. I have watched lots of new titles come out with the first issue and then crash because there's no money for the second and third issues. Even if you are successful in getting advertisers on board, you have to extend them credit - they're businesses, they will expect to have 30 days to pay their account. Can you survive that long? For the actual magazine: 1) write a business plan (who is this targeted to, is their competition, why should anyone buy an ad in your title and why should a reader want yours? Are you filling a hole?) 2) develop a marketing plan. How can you get your title known? The previous poster mentioned the Chamber of Commerce. That's important. Introduce yourself to them, ask them for their input (not in writing stories, but for weaknesses in local coverage or things that are missed). Once you have a mock up of your mag and have an idea about readership and demographics, as well as rates, ask to speak (briefly) to a Chamber meeting. 3) Figure out your costs. This is part of the business plan, but make sure you know what it will cost you to print and distribute your title: printer, postage, staff, office, office supplies, computers, designers, distribution, marketing ... 4) Timing: when you launch is very important. Businesses work with budgets. You're not going to get them to jump on-board right away because they have committed themselves to radio, local newspapers, fliers, TV, etc. 5) When you know all the answers to the above, then do a targeted mailing to key advertisers. THEN follow up with an in-person sales call. It's harder for people to say no to your face. But you want to use the mail first so that you aren't totally cold-calling. However, you need to get into see the people within 48 hours of your mailing, so they can recall it and think about you. It's a lot of work to launch a new title. It is exhausting. You'll be broke for a while and it will take over your social life. A lot of people will offer moral support, but no cash. It can be done, but cover as many of your bases BEFORE you print the first issue because you won't have time once you launch. Good luck.

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