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 4th edition

Starting & Running a

Successful
Newsletter or
Magazine

by Cheryl Woodard
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 Read This First
T he information in this book is as up-to-date and accurate as we can make
it. But it’s important to realize that the law changes frequently, as do fees,
forms, and procedures. If you handle your own legal matters, it’s up to you to be
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 4th edition

Starting & Running a

Successful
Newsletter or
Magazine

by Cheryl Woodard
Fourth Edition OCTOBER 2004

Editor BARBARA KATE REPA

Book Design SUSAN PUTNEY

Cover Design SUSAN PUTNEY

Production MARGARET LIVINGSTON

Proofreading ROBERT WELLS

Index JANET PERLMAN

Printing DELTA PRINTING SOLUTIONS, INC.

Woodard, Cheryl.
Starting & running a successful newsletter or magazine / by Cheryl Woodard.--4th ed.
p. cm.
Includes bibliographical references and index.
ISBN 1-4133-0083-9
1. Periodicals--Publishing--United States. 2. Newsletters--Publishing--United States. I.
Title: Starting and running a successful newsletter or magazine. II. Title.
Z479.W66 2004
070.5'72--dc22

2004050055

ALL RIGHTS RESERVED. Printed in the U.S.A.

Copyright © 1996, 1998, 2000, 2002, and 2004 by Cheryl Woodard.

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
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Dedication
I dedicate this book to Katie, Leo, and Mick.

Acknowledgments
Many different people helped me learn the publishing business, and I’d like to
thank all of them, but that simply isn’t possible. Here are some whose polish
hasn’t worn off after many years: Jack Ladd, Jack Edmonston, Gail Odeneal,
Kathy Dinneen, and John Griffin.
…and, of course, Jackie Poitier, David Bunnell, and Pat McGovern.
I owe a special thanks to my friends, Bill Murphy and Bill Dillingham, for
writing good contracts and enforcing them effectively.
A parcel of editors helped put this book together and I thank them with all
my heart, especially Peri Pakroo, but also William Rodarmor, Stephanie
Harolde, and the Tough Love King of editing, Jake Warner.
Finally, forever, and for everything else, thanks to my husband, Mick
Wiggins, who is still the first person I want to talk to every single day.
Preface to the Fourth Edition

I receive emails every day from people who want me to help them
sell a magazine idea to an established publishing company, much like an author
sells a book idea to a book publisher. Like a novelist, these folks hope to create
the content of a magazine and then get a publisher to handle all the production
and distribution details, splitting the revenues with the author. Unfortunately,
magazines and newsletters don’t work like books. For one thing, a magazine
idea by itself has very little value until somebody invests money to prove that
readers and advertisers like the idea as much as you hope they will. And for an-
other thing, periodicals normally take three or four years to become profitable,
and many never do. Knowing the risks involved, experienced publishing com-
panies rarely make deals with outsiders—unless of course you offer them some-
thing guaranteed to succeed like Oprah Winfrey did with O magazine and her
65 million daily TV viewers—and if you are Oprah, then you probably don’t
need to read this book.
Ordinary souls like us generally have to become the publisher to get a new
magazine or newsletter off the ground. We have to find money, get talented
people to help us, and launch the thing ourselves. Then, we might be able to
sell our work to an established publishing company—after we’ve proved that
the idea resonates with customers. Lots of people have come up with a good
idea, invested a couple of years to prove that readers love it, and then either
sold out completely to a big publishing company, or partnered with big inves-
tors to grow the business on their own. That’s how we started PC Magazine in
1981, and you’ll read other examples throughout this book,
The magazine world has changed dramatically since we started our four com-
puter magazines back in the early 1980s. You may have read about ownership
consolidation in the newspaper, TV, book, and radio industries—and periodi-
cals have been through the same process. Where there were hundreds of small
companies owned by private families or investors 20 years ago, there are only a
handful today. Those small companies used to provide start-up capital for en-
trepreneurial ventures in the past, and what’s more important, there was plenty
of room in the market for a small operator back then. Today, six companies
own about 80% of the magazines you see on newsstands, and they have tre-
mendous market power—over the shelf-space for magazines, their pricing, and
even the postage rates.
 Today’s publishing entrepreneurs have adapted to that changing market-
place. People don’t try to compete head-on with the mass-market titles such as
Oprah’s magazine, or People, or even PC magazine. Instead, entrepreneurs find
opportunities the big players are not likely to exploit on their own—special in-
terest titles, or quirky ones that appeal to a unique audience, or mission-driven
publications that have social rather than commercial value. I’ve put many of
those examples into this book, too, and also on my website. And you can find
them yourself at bookstores or through some of the publishing associations
listed in Chapter 14 of this book.
The other big change in publishing since the 1980s is, of course, the Internet.
When we launched PC magazine in 1981, we didn’t have a fax machine, let
alone a website, and our staff didn’t even have email accounts at home. Every-
thing had to be accomplished face-to-face back then. But today, publishers rou-
tinely work with writers, designers, circulation experts, and other collaborators
living far away. You can outsource nearly everything. We started PC magazine
with about 40 employees in 1981, but publishers today can get by with five or
six people on staff, some of them not even living in the same city, getting every-
thing else from remote contractors.
The Internet also helps entrepreneurs reach their customers more efficiently
than in the past. And the Internet is particularly suited for niche publishing.
I’ve included many good examples showing how small-operator publishing
companies have effectively used the Internet to economically reach a very loyal
audience. You can see many other examples by combing the Web on your own.
The publishing world is still evolving, and I encourage you to visit my
website, www.publishingbiz.com, where I offer the latest information and
trends. And please feel free to email me; I would love to hear your publishing
adventures. My email address is Cheryl@publishingbiz.com.

—Cheryl Woodard, August 2004

 Table of Contents

I Introduction

1 Smart Publishing
A. Different Publishing Options ............................................................... 1/4
B. Finding Your Place ............................................................................... 1/7
C. Creating Relationships ....................................................................... 1/12
D. Surviving Through Efficiency .............................................................. 1/18
E. The Publisher’s Golden Rules ............................................................ 1/21
F. Smart Publishers—Some Examples .................................................... 1/25

2 Building the Reader Relationship

A. The Qualities of a Good Audience ....................................................... 2/3
B. Learning About Your Audience ............................................................. 2/8
C. Choosing an Editorial Mission ........................................................... 2/12
D. Evaluating Your Competition .............................................................. 2/16
E. Designing Your Publication ................................................................ 2/19
F. Making Business Decisions ................................................................ 2/23
G. Gearing Up Your Operations .............................................................. 2/30
3 Developing Your Circulation Strategy
A. Targeting the Best Subscribers .............................................................. 3/5
B. Choosing Efficient Marketing Channels ............................................. 3/11
C. Running Successful Promotions ......................................................... 3/22
D. A Sample Marketing Plan .................................................................. 3/24

4 Subscription Budgeting and Profitability

A. Renewals and Conversions .................................................................. 4/3
B. Estimating Subscription Revenues ........................................................ 4/7
C. Estimating Publishing Expenses ............................................................ 4/9
D. Using Break-Even Analysis ................................................................. 4/15
E. Making a Budget ................................................................................ 4/18

5 Building Your Advertising Business

A. Creating Advertising Relationships ....................................................... 5/4
B. The Publisher’s Job: Strategy ................................................................ 5/5
C. The Marketing Director’s Job: Communicating .................................. 5/22
D. The Sales Job: Building Relationships ................................................ 5/30
E. The Publisher/Advertiser Relationship ................................................ 5/37

6 Adding More Products

A. Strategies for Adding Products ............................................................. 6/2
B. Choosing the Right Products ................................................................ 6/7
C. Some Well-Executed Products ........................................................... 6/26
7 Raising Money and Working With Investors
A. The Financial Stages of Publications .................................................... 7/2
B. Your Financial Attitudes ..................................................................... 7/11
C. Writing Your Business Plan ................................................................ 7/17
D. Persuading Lenders or Investors ......................................................... 7/22
E. Sources of Money .............................................................................. 7/24
F. Sample Fundraising Strategies ............................................................ 7/33

8 Gathering and Using Financial Information

A. Financial Challenges ............................................................................ 8/3
B. Using Numbers to Make Good Decisions ............................................ 8/5
C. Get Numbers You Can Trust ............................................................... 8/14
D. A Sample Publisher’s Score Card: Cruises Update ............................. 8/18

9 Getting Help From Other People

A. Making Limited Resources Work ......................................................... 9/2
B. Vendors ............................................................................................... 9/7
C. Consultants and Independent Contractors ......................................... 9/11

10 Managing Employees
A. How to Find Experienced People ....................................................... 10/2
B. Encouraging Collaboration ................................................................ 10/7
C. Developing Your Own Experts ......................................................... 10/10
D. Avoiding Common Hiring Mistakes ................................................. 10/12
E. People Give Back What They Get .................................................... 10/18
11 An Internet Publishing Strategy
A. Use Current Connections ................................................................... 11/4
B. Finding New Revenue Opportunities ............................................... 11/10
C. Building Your Online Business ......................................................... 11/16
D. Profitable Sites on Modest Budgets .................................................. 11/26

12 Making Strategies
A. Why Publishers Need Strategies ......................................................... 12/2
B. Goals and Strategies .......................................................................... 12/4
C. Planning ............................................................................................ 12/8

13 Troubleshooting
E X A M P L E S

A. Recognizing Trouble .......................................................................... 13/2

B. Strategic Problems ............................................................................. 13/6
C. Fixing the Most Common Problems ................................................... 13/9

14 Resources for Publishers

Associations ............................................................................................ 14/2
Books ...................................................................................................... 14/5
Courses and Seminars ............................................................................. 14/8
Periodicals ............................................................................................... 14/9
Software ................................................................................................ 14/10
Publishing Industry Services .................................................................. 14/12
Websites, Electronic Mailing Lists, Newsgroups, and
Online Bulletin Boards .................................................................... 14/14

INDEX
 INTRODUCTION

Why Every Publisher Needs This Book

This book is a step-by-step guide to the business side of publishing.
It will help you turn a wonderful newsletter or magazine idea into a viable pub-
lishing business.
Publishing looks easy from the outside. That’s why so many inexperienced
people launch newsletters, magazines, and e-zines every day. Many of them
quickly give up when they discover that it’s easy to start a publication, but very
tough to keep one going, and harder still to earn any money.
Of course, people do make lots of money publishing newsletters and maga-
zines, sometimes fortunes worth. I cofounded three magazines that turned out
to be world-class money-makers: PC magazine, PC World, and Macworld. All
three were quickly profitable and all of them survive today.
I know: most new publications are not like PC magazine, PC World, or
Macworld. All three of them enjoyed an almost magical combination of timing,
luck, intelligence, and judicious advice from experienced people, and very few
publications start out with the same advantages. Most new publications are
started by independent people working alone or in small groups and often
without any access to experienced publishing people. Even experienced pub-
lishing people sometimes only understand one very narrow piece of the whole
picture—for example, circulation, editing, or ad sales. It seems that the only
way to learn everything you need to know about the publishing business is to
try it.
To increase your chances of success, you should understand up front that
there are different ways to approach—and succeed at—publishing. One way is
to raise significant start-up capital and launch a glossy national magazine. This
may be the dream you have in mind—remember, though, that this is a high-
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