Wednesday, April 30, 2008
The Publishing Business
I’ve taken some criticism from a few friends and associates about starting a publishing company in 2007. It’s understandable with all of the bad press, declining margins and circulation drops that people would be concerned for me. Overall, it’s not going so bad for my little magazine and we just published our 12 issue which is nearly double the page count and advertisers. I wrote about it briefly on my personal blog http://blog.davidfrancis.org. In short, I’m very pleased and encouraged by the results of our labors, even so much as to have registered a few new domain names today and have started writing another business plan and restructure of my publishing efforts.
My idea was not to become another news source. I felt we have a glut of news on TV, in print and on the internet. My idea was not to copy any other publication at all, but to create a product that I longed for. My motivation was selfish you could say because I created something that I would read. I also felt that if I worked hard to help my community, I would be rewarded through loyalty and pride in the product. I feel it is working.
When I first started blogging in 2005, I made mention about the demise of the newspaper as we know it. I expressed my opinion even more recently that the business model of daily newspapers is flawed or even broken, but I do not suggest it is beyond repair. Far from it actually.
Today, when I was supposed to be working I found myself surfing some blogs and websites I enjoy reading and ran across an interesting new (to me) section of Advertising Age. It’s called, “The Newspaper Death Watch.” In the comments, I found another blog titled the same. It’s interesting that people much smarter and more informed are making the same observations I have. That something is broken and needs to be fixed.
Reference http://adage.com/mediaworks/article?article_id=126685 & http://www.newspaperdeathwatch.com/
I’ve had several interesting discussions this week with editors and publishers, not so much about the demise of the newspaper, but some of the flaws or ways to improve or enhance them. I’ve exchanged e-mail with some who want to know what I think the solution is. I play my cards a little closer to the vest these days and don’t share all of my ideas like I used to, but I have listened carefully to what others have said. More importantly, I have also been able to interpret the motivations and passions that ultimately are the root of the issue with many small daily newspapers.
Another interesting development over the past several weeks, I’ve had three different publications contact me for advice. No... I didn’t share any, I’m not stupid. But it does make me feel good that other people see something in my publication that they want for their own.
Correction, a forth publication contacted me from Biloxi MS, an automotive weekly classified. She honored me through her words and said that she picked up a copy of SOKY Happenings at the Corvette Museum while passing through from up north. She said she picks up everything she can for good ideas and in her words, “Your magazine is the best one I found, so great in fact that I wanted to call and tell you. I also want to know how you do it.” I told her everything from software to technical details and even provided a potential source for printing that would increase her quality and lower her cost. I’m not stingy, just careful. (grin)
My point is that I did not set out to create another newspaper. That would be stupid! I set out to create something I felt the community would enjoy and be an effective method of advertising for our sponsors. I didn’t copy what anyone else was doing, I did something different. The difference shows in our publication, so much so that other publishers want me to share my secrets.
Note: I have a 3x5 card near my monitor that reads; “If you want things to be different, you have to be willing to do different things.” The same goes for this product; I wanted something different and created it.
On a more useful note: (grin)
Another key to the level of success we have achieve is my willingness to do whatever it takes. Also that of my wife, her commitment has been amazing. I have not tried to do things that I cannot accomplish myself or that would cost more than I could afford. I stayed within my personal skill set so I didn’t have to rely on anyone. Sure, I had to learn many new skills and make some investment, but the bottom line (which I have written about many times) is that I needed to keep my overhead low and only attempt what I could accomplish myself. Fortunately, willing contributors came forward and I received invaluable help with graphics, illustration, layout and technical advice from people I never even knew before I got into this business. I was willing to open my mind and learn new ways of doing things and that my friends is what has allowed us to achieve what we have in only 1 year.
Now I admit, my skill set is a little more diverse than the average Joe, but I really had no idea how to publish a monthly magazine when I set out to do it. I just did what had to be done and it all came together. Today, the software and hardware I use is different, my daily routine is different, even the language I use is different because I was willing and able to learn it. There is much more I will have to learn, but I have been going at a pace that I can keep up without having to depend on others.
I hope you find some encouragement in my words and that my journey might inspire you to keep up the good fight and go for your dream. I am and it feels great. Sure, I’ve failed a number of times, but like Nemo, I just keep swimming.
Thanks for reading.
~ David Francis
Labels: personal, print publishing, small business, Soky Happenings
