So, You Still Want to Start a Magazine?

There's been talk recently in the publishing world that magazines are becoming obsolete. With more and more people turning to the internet and the World Wide Web for information, news, and articles, print publication subscription numbers are down, but not necessarily out. So, if you are considering starting a small specialty magazine or trade publication, it's still possible-it just takes some awareness of the current climate and market.

Many individuals dream of writing and publishing their own magazine and wonder if the time for such an endeavor has passed. It is important to develop an idea for a publication that is original and have a clear understanding of your target market-as well as how to reach them. Specialty and trade publications are still popular with collectors, hobbyists, and niche markets-but you may need to be creative in how you deliver the information.

Print publications can also be expensive. With the cost of paper, ink and processing on the rise-not to mention mailing and postage costs, it is important to get a good handle on expenses and develop a sound budget prior to embarking on your publishing endeavor. You may find that online publishing is on the whole much cheaper, but it definitely takes attention and needs to be more constantly monitored to keep information fresh and relative. Things have a much shorter shelf-life in the web world, than in a print publication (which can be monthly, quarterly, or even once or twice a year and still be relevant.)

Having JUST a magazine or print publication may not be enough. Those who are most successful now have a Web site and even an e-mail newsletter or version of their publication that can be delivered via the web, in addition to (or instead of) a print publication. You will need to assess your audience and make adjustments for the fact that various demographics and, increasingly, many individuals like to access information in a variety of ways. Having an e-mail newsletter or online publication is the perfect way to target certain demographics, while others still prefer a print publication. There are those who also like both. Additionally, a Web site adds legitimacy to any business or publication. This gives you a way to really connect and interact with your readership in a way a print publication does not.

Adjusting to the changes in the publication world means that you can still develop and publish that small magazine or publication; you'll just need to get with the times. Make sure you do your research and have a clear understanding of the market and your topic, and develop a business plan that helps guide a fledgling publication in a quickly-changing media world.