Magazine publication is a high-risk business to venture into. It is certainly more than just knowing how to write or getting people who know how to write to work for you. Reality is, many have attempted it and, after publishing their first magazine, have folded up the business and moved on to something else. Publishing a magazine is high-risk because it requires a lot of money to run it. Experienced publishers know that financial profits do not come in on the first publication. You need to have the capital to launch several issues in order to build up your brand and gain name recognition. The branding process itself is time-consuming, work-extensive and financially expensive. A magazine may be launched successfully and yet may not yield the expected returns. In fact, you can launch every magazine issue successfully and yet not bring in the profits. The return of investment in all magazine publication is highly dependent on the distribution strategy. In other words, it’s advertising and promoting that sells the magazine. You need to reach as many subscribers as you can to generate a steady flow of income into the business. Like in any other business, you have to be equipped with the proper know-how to set up and run a magazine publishing business. The information in this book consists of the fundamentals of the magazine publication industry. It will help you lay the groundwork for your business so that you can develop it and expand it to yield high returns.
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