Starting a Business Part 5

This is an on-going series on how to start a business with a focus on starting a magazine.


A Magazine Part 4


Subscribers


As important as having quality content it is equally important to have an audience. To get subscribers one must take a multi-faceted approach.

Method 1: Purchase a mailing list and sent out invitations. This method will work but this is not always money well spent. Your email may end up in as spam, amybe automatically deleted by a user who only opens mail from people he knows. You pay for emails that are delivered and not necessarily opened. Besides this doesn't keep with our free or low cost theme.


Method 2: Contact someone in the the same business that covers the topic of your magazine and ask them to send out a email blast and you will include an ad for free. This actually happened with CMM Quarterly. I was contacted by someone I know in the business and they graciously offered to email blast their list for me. They possessed the 'coveted list' and so I was able to reach the right people. I had built this relationship over time and built trust with them as a authority in this field and would not abuse the people or their time. This method and method 1 will only get you one audition with the people on the email blast and you must invite them to your site to register so you can build your own list.


Method 3: This method takes more time but will have long term benefits. This will require some time on your part but you must join forums, groups, etc... that have the same theme as your magazine. You must participate and let your name get out there and attract some interest. The point is not to draw attention or promote yourself as the only expert in this field but to provide timely answers and to pose questions and just generally participate in the forums. Now check the forum guidlelines and if permissible attach to your 'signature line' your website. You don't have to point it out to people that it is there, they will find it.


This method can work in conjunction with the other two and will establish interest in your site and magazine.


Subcribers are key and you must weigh in your own mind if you will let others 'buy' your list or 'rent' your list for their own email blasts. The dollar return is small in renting lists unless you do it a lot. Just think of your subcribers in any decision you make.


Expectations


Set a reasonable expectation of reward for all your hard work , an unreasonable expectation could set you up for disappointment if you let it. You must honestly look at what your building. Are you reaching your goals? Do your expectations exceed reality? Only you can answer these questions. At CMM Quarterly we reached around the world in less than a year although the subcription rate could be better, it always could be better. The point is that I reach a focused audience and a industry specific audience. This is what sells advertising for me. There are larger publications in the field I cover but the specific topics are lost in these publications. Your overall reach might be small in comparision to the larger publications but are you reaching the ones that are specific to your magazine. A word of caution though don't be so pinpoint focused that your appeal is limited and the range of advertisers won't make your efforts worthwhile.



This subject is covered in more detail in How To Publish Your Own Magazine. To purchase this pdf book please see the side panel.