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 usedtheir best efforts in preparing this book. The author and publisher make norepresentation or warranties with respect to the accuracy, applicability, fitness, orcompleteness of the contents of this book. The information contained in this bookis strictly for educational purposes. Therefore, if you wish to apply ideas containedin this book, you are taking full responsibility for your actions.The author and publisher accept no responsibility for any errors, omissions or theconsequences thereof. The author and publisher disclaim any warranties (expressor implied), merchantability, or fitness for any particular purpose. The author andpublisher shall in no event be held liable to any party for any direct, indirect,punitive, special, incidental or other consequential damages arising directly orindirectly from any use of this material, which is provided “as is”, and withoutwarranties.As always, the advice of a competent legal, tax, accounting or other professionalshould 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 arefor information purposes only and are not warranted for content, accuracy or anyother implied or explicit purpose.The right of John Crossley-Stanbury to be identified as the author of this work hasbeen asserted by him in accordance with the Copyright, Designs, and Patents Act1988.All rights reserved; no part of this publication may be reproduced, stored in aretrieval system, or transmitted in any form or by any means, electronic,mechanical, photocopying, recording, or otherwise without the prior writtenpermission 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 9The Wonders of Magazine Publishing 9A quick tour of some of the things you will learn 12What if I don’t have enough money to start a magazine? 12This is One Way You Could Fund A Large Start Up: 15You Need More Than Money to Start 15

Things You Should Know 19Young People and Magazine Publishing 21Magazine’s Worldwide 24

Normal Magazine Classifications 28

The Different Business Types and How to Register Them 32Sole Trader 32Partnerships 32Setting up and registering a partnership 33General partners 33Sleeping or dormant partners 34Businesses 34Limited Liability Partnership 34Setting up a Limited Liability Partnership (LLP) 35Limited Business 36Setting up and registering a Limited Company (Private or Public) 36Limited by shares or by guarantee? 37Registration doc’s/forms required to set up a Limited business 39

Selecting the Right Niche 40What is niche marketing? 41

Keyword Research 43Identifying your market with keyword research 43

Naming Your Magazine 47

Costs 51Factors Determining the Cost of Your Magazine 51Physical Size 51Number of Pages 52Whether or Not You Use a Printing Business 52The Extent of Your Advertising Campaign 53

Staffing 54Software 54Distribution 55

Easy Funding Options 59Tax Refunds/Stimulus Payment 59Credit Card 59Mortgage Refinancing 60Personal Budgeting 61Selling Things 61Friends and Family 62Odd Jobs 62Business Cash Advance 63Grants 63Pre-Advertising 64What is ‘pre-advertising’? 64

Branding your business 66What is Branding? 66Branding Basics 68Mission and Vision of Your Business 68Benefits and Features of Your Products or Services 69Customer Perceptions Today 70Qualities Perceived by Customers 70Audience 71Knowing Your Audience 73Branding by Your Audience 74Logos 75About Logos 75Tips with Logos 76Does a Logo Really Help You Sell? 77Building Recognition 78Corporate Overview 79Your Personality 79Consistency 80Competition 81Researching Competitors 81What Sets You Apart From the Competitors? 81Why Should Customers Shop From You? 83

Establishing the Brand 84Establishing a Place Inside of the Customer’s Mind 84Endorsements 86Hot Prospects and Opportunities 87

Using Public Relations Pros to Your Advantage 88Establishing Business Identity 90Donations 91Investments 91Give Free Information 92Adding Value to Your Business 93

Getting Your Brand Out There 95Get One on One with the Customers 97Local Business Events 98Media Consideration 99Local Media 99Article Writing for the Press 100Sponsors 100Written Testimonials 101Special Offers 102Referrals 103Inserts 103

The Competitive Edge 105About Blogs 105Reasons to Use Blogs 105Using a Blog to Your Benefit 106Reinforcement of Your Brand 108Conclusion on Business Branding 110

Creating the Content 112Options for Content Creation 112Doing Everything Yourself 112Hiring a Graphic Designer 116Buying Private Label Content 117Using a Ghost-writer 119Hiring a Professional Magazine Writer 120Hiring Volunteers 121

The Different Types of Volunteer Writers 122College Students 122Seasoned Internet Writers 123The Occasional Magazine Writer 124Hobbyists 125

Using Bad or Overused Content 128Plagiarism 130

Building a strong relationship with your readers 132

Finding Advertisers 134

Alternative Revenue Sources 139

Printing 144Print-on-Demand 144Brick-and-Mortar Printing Shops 147Newspaper Business Printing Services 148Sole Proprietorships Printing Services 148

Getting Subscribers 150Distribution and Circulation 151

Advertising Your Magazine 155Advertising on the Internet 155Offline Advertising 156

The Best Advertising 157The Best Way to Get Customers 158Professionalism 158

Publishing Online 159Why Start An Ezine? 160What Types Of Ezines Can You Create? 161Schedule 161Ezine Format 162Put the entire Ezine in an email 162PDF File 163HTML Page 164How to structure your Ezine - An Ezine Structure 164Building A List of Online Subscribers 167Setting up a viral list builder 168

Getting Your Ezine Read 170The Power Of Questions 170What kind of questions do you ask? 171

Conclusion 173

About the Author 174

Index 176

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.

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.

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.

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

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

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,

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

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.

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.

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.

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:

“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

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.

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

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.

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INDEX

AAccountant, 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

BBarcode, 150

Benefits and Features, 69

Blogs, 105, 106, 169

Bookkeeper, 32

Bookstores, 55

Brand Equity, 67

Brand Manager, 80

Branding, 66

Branding Campaign, 70

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

CCapital, 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

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

DDeadline, 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

Distributor, 16, 55, 150, 157

Donations, 91

Door-to-Door Leaflet Distributor, 157

Dormant Partners, 34

Dropshippers, 139, 142

EE-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

FFashion Models, 44

Financial, 59

Finding Advertisers, 134

Flyers, 87, 92, 95

Formal Deed of Partnership, 35

Free Publication, 17, 50

Freelancing, 116, 131, 149

Funding Options, 59

GGeneral 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

HHearst Corporate Communications, 26

HM Revenue & Customs, HMRC, 32

Hobbyists, 125

Home Business, 136, 142

HTML, 164

IIdentifying 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

Internet Marketing, 53, 55, 160, 168

Internet Writers/Editors, 54, 123

Investment, 13, 32, 34, 91

JJournalism, 121

KKeyword, 44

Keyword Analyser, 43

Keyword Optimisation, 119

Keyword Research, 43

Knowing Your Audience, 73

LLarge 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

MMagazine 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

NNational 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

Niche, 41

Niche Marketing, 40

Normal Magazine Subject Classifications, 28

Northern Ireland Businesses Registry, 34

OOffline Advertising, 156

Online Advertising, 27, 45

Online Magazine, 15

Online Marketing, 43

Open Office, 54, 134

PPartnership, 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

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

QQualities of your business, 71

Qualities Perceived by Customers, 70

Quark, 55

Quote, 16

RRadio, 53, 56, 89, 122

Reader Base, 17

Readers, 13, 28, 158

Readership, 28, 31

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

SSalaries, 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

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

TTabloids, 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

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

UUnique Selling Points, USP’s, 129

United States Patent and Trade Office, USPTO, 47

Universal Product Code, UPC, 150

VViral List Building, 168

Visibility Techniques, 67

Vision, 84

Vogue, 13, 57

Volunteers, 121, 123

WWeb Host, 13

Website, 13, 38, 45, 62, 66, 117

Wholesaling, 139

Wikipedia, 49

Writers, 14, 16

Written Testimonials, 101

YYoung People, 21

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