Bead Devil
Bead Devil #1
Jan 30, 2005, 10:50 AM
Post #1 of 1
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Censored: Sad Newsw about beading Magazine
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I posted a reply to a thread about a beading magazine deciding not to publish a second issue. This was also deleted. (But the thing is, Paula didn't have the guts to tell me she deleted it, and left it so that only I could see it, and be mislead that it was still "public".)
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This message is from Beadwork. It was forwarded to you by BADBOYOFBEAD.
You can view it in the context of the entire discussion by going to:
http://forums.about.com/ab-beadwork/messages/?msg=15189.16
=======================Forwarded Message=======================
>> Why can't we all start sending letters and e-mails directly to the publisher to see >> if we can change their minds....it might be worthwhile, and I am sure that Deb >> would be cheered by our efforts. mar
When it comes to publishing, two things have to happen, well actually 3.
The first thing, is an idea that has a good chance to sell, eg: content. You all seem to feel it had that.
The second, is advertisers, since the advertising pays for 80-90% of the magazines costs, and for some magazine's, advertising pays all costs and more. Advertisers come from a few sources, but they have to feel they will get something back on their ad. eg: exposure leading to new sales.
The third, is the subscription or newstand base. That accounts for about 10-20% of the magazines revenue, but more importantly, it tells what the magazine can charge the advertisers who pay the bulk of the publication costs. Without distribution, no one would advertise. Demographics and number of distributed copies are what makes a publication attractive to an advertiser.
With a first issue, EVERYONE is taking a risk. First issues almost always lose money. If the magazine is well received, and advertisers like what it did, a second issue is more than likely. Depending on how well this goes, magazines can be profitable in short time, or run on a break even, or small loss basis for as long as people are willing to invest in them. But, the more a magazine or publication loses, the longer it will take to make money back on a turn around -- if ever. With a new publication, a bad first issue in terms of distribution/sales is death. Period.
A magazine can fail for a number of reasons. It seems this one failed because of distribution (I never saw it in any bead shop, and I don't shop at Walmart). If the magazine was targeted at a higher end beader, Walmart was probably NOT the outlet for it. But, not having seen the magazine, I can't say.
If advertisers did not get a return on the investment, and early surveys or requests for advertising for the next issue did not meet with anticipated returns, the magazine which most likely took a major loss on it's first issue, was unable to justify a second issue.
So, no amount of letter writing, or praise, will get the magazine published again. The reality is that it failed, and failed on economic grounds -- most likely. In that case, until the economic base of advertisers, or customers, can be firmed up, there is no reason the publisher would risk losing money on another issue.
On the other hand, if you could present them with an actual plan for distributing 50,000 or more copies, and advertisers willing to ante up for advertising space to cover publishing costs, there is a much better chance the publisher would re-think the decision to cease publication.
But, MORE IMPORTANTLY, why not tell the other bead magazines what you liked so much about this one? Beadwork is always putting out special issues, and through Interweave Press continually publishes some great beading books. Beadwork's stringing issues are going to 2 issues per year, and maybe they'd be interested in doing other special issues, *IF* the demand was there.
It's a lot easier to get an existing publication to change, or add special issues, than it is to start up a new one, or to revive a cancelled one.
Just some thoughts.
BBoB
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The Bead Devil
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