Comments on: How Magazines are Hanging On http://www.aaronklein.com/2009/04/how-magazines-are-hanging-on/ Business and Tech Leader • Orphan Care and Adoption Advocate • Education Reformer • Sierra College Trustee Tue, 07 Sep 2010 21:25:00 -0700 hourly 1 http://wordpress.org/?v=3.0.1 By: JeffPelline http://www.aaronklein.com/2009/04/how-magazines-are-hanging-on/comment-page-1/#comment-112 JeffPelline Thu, 23 Apr 2009 19:43:59 +0000 http://www.aaronklein.com/?p=814#comment-112 Will do Will do

]]> By: Aaron Klein http://www.aaronklein.com/2009/04/how-magazines-are-hanging-on/comment-page-1/#comment-111 Aaron Klein Thu, 23 Apr 2009 19:35:21 +0000 http://www.aaronklein.com/?p=814#comment-111 And I hear your comparison between newspapers and magazines, but I don't put them in the same bucket. Those three magazines I'll keep around for $15-$20/yr each because one great idea can pay for them many times over. Newspapers will cost me a lot more than that (the little Colfax weekly is $22/yr and I still get that), and it's news content that I can generally get online for free. (Note: I'll pay $99/yr for the Wall Street Journal online because I like the content and can't get it any other way. But it's sort of magazine-level content, really.) At this point, everyday news content is free. It's the long-form stuff that tells me the story behind the story, that I'm willing to pay for. You've made that point before...that's where journalism has to go to survive, I think. And I hear your comparison between newspapers and magazines, but I don’t put them in the same bucket.

Those three magazines I’ll keep around for $15-$20/yr each because one great idea can pay for them many times over.

Newspapers will cost me a lot more than that (the little Colfax weekly is $22/yr and I still get that), and it’s news content that I can generally get online for free.

(Note: I’ll pay $99/yr for the Wall Street Journal online because I like the content and can’t get it any other way. But it’s sort of magazine-level content, really.)

At this point, everyday news content is free. It’s the long-form stuff that tells me the story behind the story, that I’m willing to pay for. You’ve made that point before…that’s where journalism has to go to survive, I think.

]]> By: Aaron Klein http://www.aaronklein.com/2009/04/how-magazines-are-hanging-on/comment-page-1/#comment-110 Aaron Klein Thu, 23 Apr 2009 19:30:43 +0000 http://www.aaronklein.com/?p=814#comment-110 I hope you save me a copy so I can check it out! I hope you save me a copy so I can check it out!

]]> By: JeffPelline http://www.aaronklein.com/2009/04/how-magazines-are-hanging-on/comment-page-1/#comment-109 JeffPelline Thu, 23 Apr 2009 19:27:30 +0000 http://www.aaronklein.com/?p=814#comment-109 Good points, Aaron. Here's some thoughts: *First off, magazines *and* newspapers face exactly the same problem you refer to: "the dirty little secret of magazine publishing right now is that they have to have the circulation numbers up so they can justify the ad rates they charge to make their business model work." It's why newspaper subscriptions are *dirt cheap* now. Just check out the promotional rates on any local or national paper. •This model I'm working with a group on has some advantages: It is free to begin with. Because it uses blog content, you lower your "legacy" print costs and thus can afford to charge lower ad rates. Your competition is "legacy" print publications, so you have some advantage. Existing newspapers and magazines could do this, but they risk undercutting their own rate structure. Inevitably, they'll start a new venture (within a company) to do this. Or they could buy us. ;) (You always got to have an exit strategy). •The key, of course, is to get some visibility. We've benefited from a writeup in the NY Times and some other high-profile publications. I handed out our weekly "beta" copy in Chicago's Daley Plaza this morning, and people were very excited. Many of them had read about the publication or were becoming "loyal" readers. It's a big challenge to start a business in this economy, but it's also an opportunity. I made many people smile, but one response was so S.F. like: a woman couldn't believe that we would reverse publish content you can read on a PC — "green" — to glossy four-color paper — "not green." You can't fight City Hall, especially when you're standing in front of it. Cheers. Good points, Aaron. Here’s some thoughts:
*First off, magazines *and* newspapers face exactly the same problem you refer to: “the dirty little secret of magazine publishing right now is that they have to have the circulation numbers up so they can justify the ad rates they charge to make their business model work.”
It’s why newspaper subscriptions are *dirt cheap* now. Just check out the promotional rates on any local or national paper.
•This model I’m working with a group on has some advantages: It is free to begin with. Because it uses blog content, you lower your “legacy” print costs and thus can afford to charge lower ad rates. Your competition is “legacy” print publications, so you have some advantage.
Existing newspapers and magazines could do this, but they risk undercutting their own rate structure. Inevitably, they’ll start a new venture (within a company) to do this. Or they could buy us. ;) (You always got to have an exit strategy).
•The key, of course, is to get some visibility. We’ve benefited from a writeup in the NY Times and some other high-profile publications. I handed out our weekly “beta” copy in Chicago’s Daley Plaza this morning, and people were very excited.
Many of them had read about the publication or were becoming “loyal” readers. It’s a big challenge to start a business in this economy, but it’s also an opportunity.

I made many people smile, but one response was so S.F. like: a woman couldn’t believe that we would reverse publish content you can read on a PC — “green” — to glossy four-color paper — “not green.” You can’t fight City Hall, especially when you’re standing in front of it.
Cheers.

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