Setting up a local magazine

[izzywotnot]

I live in a village of around 2,500 homes (Royal Mail figures) and have thought about starting up one of these local directory magazines that seem to have popped up all over the place. I would also include a couple of neighbouring villages which would take the total distribution to around 5,000. There's very little (a quarterly parish magazine) around here so there could be a gap although I won't know until I get out there.

But there is my problem. I'm not very confident - I've spent most of the last 10 years as a SAHM so although I'm perfectly happy around parents and little ones, the thought of phoning or approaching businesses scares me, mainly because I think I just have a big fear of rejection.

I've done some figures and taking into account printing, distribution, website, stationery and other costs I believe could make a profit. But I don't know how to get out there with the idea - I thought about having a sample magazine (just something around 8 pages) printed and sent out with a media pack to local businesses to see if this generated any interest. It would possibly give me a reason to phone and talk to potential advertisers without the fear of having the phone slammed down!

What I'm asking I think (in a really long winded way) is whether anyone has set up one of these local magazines/directories and if there are any tips, advice or suggestions you could pass on?

Thanks in advance to everyone who replies!

I am not in the same line of business but this book might help: Botty Rules His wife started one of these mags and he franchised it. He tells the tale of how she first started.

Print advertising is expensive and difficult to track the response for a lot of businesses.

You say there is nothing like it near you..... is there a density of businesses that might want to advertise? Can you do all the layout yourself or will you need to pay someone? Will you have articles or will it just be adverts? Have you factored in distribution costs?

I advertise in these magazines.

There are a lot of scam ones around sound want to be absolutely sure you were genuine. Because if the nature if my business I prioritise those that are distributed via schools but I do use one door to door one that covers my main target area. I tend to go for the ones that contain most editorial not just adverts.

I always ask for a copy as the scam ones are never printed.

I agree that for it to have value, you need to be confident you can create interesting and relevant editorial - that is why people will keep and read it, and therefore why local companies will benefit from paying for ads in it.

You also need to be sure you can confidently sell advertising to local companies. I can completely relate to being fearful of rejection, but can you get past that to be able to sell your ad space?

All that said, many people have made a steady living from these magazines, so there's no reason you shouldn't have a fair chance of doing so if there's nothing else in your area at the moment.

Personally, I would just give it a go! You'll learn as you go along and other than creating a sample issue and media pack, you'll have limited costs to start up. And you never know - you could discover an as-yet undiscovered talent for selling :)

Could you franchise? We have several of these magazines (wealthy suburban catchment area' lots of varied advertising business) and at least one is a group/franchise operation? Or could you find a similar mag in an adjoining area/town/village and set up a local version in partnership with them?

My friend started one of these and now has them in a few areas I think (haven't seen her for a while). She's doing very well for herself.

She targeted local small businesses who maybe coukdn't afford advertising in larger publications. She did the legwork and went to see them in person. She gave them deals to buy a years worth of advertising for a discounted fee - to ensure the mag was successful in its first year.

I used to run one of these. It's great! And yes, you can make a really good living from it. (I only sold mine because I moved away from the area).

The hardest part is the cold calling sales. But you soon get over that. Be warm, friendly and professional. Write a little script if necessary. Even better, go in and visit face to face.

You also need to have something other than ads in there - editorial, restaurant reviews, puzzles, what's on info and so on. And it really helps if you have support from others in the same business.

Feel free to PM if you have questions.

I note you don't have editorial in their as a cost.

::gives hard stare over the top of her copywriter's bi-focals::

It's editorial that will make it a magazine rather than a collection of adverts so you must factor that in to your costs. Even if you produce it yourself - in fact, especially if you produce it yourself - you need to factor in proofreading and photography. I'd be wary of filling the space with paid-for advertorials too.

WilsonFrickett - thank you for your message. May I point out (if it's not too rude) that as a copywriter you perhaps should put your bi-focals back on and read your post. Their (...in their as a cost.. should in fact be 'there'.

But thanks for your advice on editorial - which I have covered.

Kind regards

Yep, that's why you should always employ a proofreader. I'm not touting for business, nor am I at work atm so I'm terribly sorry to have offended you with my constructive advice and terrible grammar.

Wow OP, did you mean to be so rude? and not close your bracket

Just because someone articulates a problem well does not mean someone knows the solution.

Not sure what you mean there but it read like Wilson was offering advice that you were asking for. I think you may put off other posters who may have other valuable advice.

Wishing you well in your venture, anyway.

Thanks Grow.

OP, this is a small, supportive board with a few posters who give generously of their time and support. If you want to make use of that in the future, you may want to think about your tone. Just a thought.

That's ok Wilson, just a bit bemused.

Ach, everyone's a critic

I am never quite sure of the benefit of those magazines, huge amount of advertising and usually some poor editorial bleating on about the editor's family caravan holidays (anyone guess where I live ?).

I do love little local magazines but they have to be good ie: impartial restaurant reviews (not where you have obviously been paid to write up an article) and interesting features, again, not just more 'copy' for the companies paying for the ads.

I used to edit my own magazine - purely as a hobby and on a voluntary basis, it was great (but didn't make any money!)

Someone up thread mentioned franchises and I just saw this which you might find useful

www.workingmums.co.uk/franchise-zone/5723094/families-magazine-and174.thtml

Seems quite a large outlay but I guess if it means you get some content and some guaranteed ad sales and lots of support maybe it is worth it?

My apologies to Wilson - it was the ::gives hard stare over the top of her copywriter's bi-focals:: comment that made me feel I was a naughty child. Just put my back up.

Didn't mean to offend anyone and am, as always, grateful for all constructive advice.

Tournesol - thank you for your suggestion. I love Families magazine - the only thing is they're already all around me so not sure how far I'd have to travel to take on an area not already covered.

Can I just ask though (to everyone) - given the franchises out there in the family market (like Families and Primary Times, Raring2go etc) do you think there's a market for another family magazine. I only ask because I think in terms of running a magazine it may work better in the whole work/life balance thing!

Thank you again to everyone who takes the time and effort to reply

Wow.

Looking at your first message where you mention you have a fear of rejection and that this could get in your way when trying to make this a successful business, and then quickly showing us some rather worrying proof of your rather low self esteem (responding like that to Wilson, and later explaining you felt like a naughty child), I fear your self esteem would most definitely be a problem.

How are you going to respond to business owners being direct or even rude when turning your magazine down?

More important: will you still be able to take let's say 15 "no's" in a row and go on and fight for it? Running your own business is very stressful and you have to be really thick skinned to make it through tough times where you will be doubting yourself or the magazine.

It doesn't look that is something for you if some friendly advice made you feel and respond the way you did.

WilsonFrickett - I am interested in doing something like this (magazine not proof reading). I agree that content is what makes the magazine worth the paper it's written on, do you write content for these magazines or know of companies that do.

I know there are 'content providers' out there (google brought up a few) but as they are probably selling to all the little mags out there I would like to do something different.

What do people think of adding humour? I found a magazine online called 'the Sentinella' - it's based in Spain but having flicked through some of their issues online it's really quite funny and a definite lighthearted read. Does anyone think this is a good model or a bit risque (I'd hate to upset anyone).

Also one other thing, is it better to deliver door to door or just distribute in local shops, supermarkets, surgeries etc etc.

And just one more thing... local magazines I've seen charge anything between around £80 a page and £140 a page. Does anyone have any ideas on what would be a good price to charge?

Thank you

£ 80 to £ 140 per full page?
No, prices easily go up towards £300 or £400 for a full page but it mainly depends on the amount of copies distributed.
If you distribute 2000 copies you can only charge a bit where as 20.000 or 40.000 copies will cost loads more. When comparing other magazine rates bring it back to cost per 1000 to get a good idea of how much they are actually charging.

A jokes section sounds good but I guess it is just a matter of time before complaints start piling in. People are funny buggers don't forget.. ;)