News Flash! The small magazine publisher is thriving – – even while mass-circulation colleagues are freshening up their resumes.
The secret: smaller magazines continue to speak convincingly to ever more narrow market segments. For example, there is a very successful publication strictly for teenage Hispanic girls who are planning their traditional coming of age parties. No niche is going unfilled.
With tremendous change underway, this is a good time for publishers and editors to review what makes a magazine great.
Take Pizza Today for example. For me, they get it right. It is a must read for every owner/operator in the pizza game. Everything in the book helps the reader operate more efficiently, stay abreast of trends and thrive. Features are often first person stories from other owner/operators. It’s like chatting with your best friend in the next town who is in the same business. Talk about rapport. I know, Pizza Today is a 40,000 circulation association mag and has great resources but the big idea is how they serve their readers so completely. Anyone can mimic this approach. [Read more…]