Developing your magazine's editorial concept may be the most important task you'll undertake as a publisher. Once developed, it serves as a guiding light, informing your every decision--from the content you publish to the advertisements you run. Take your eyes off it for a minute, and you risk it all.
Here's what you need to know about developing an editorial concept that works.
Your Magazine is a Business
Your magazine is a business. You're selling a product that costs money to produce, and you need to generate a profit to keep that business afloat. In most cases, you'll be selling your concept before production begins--first to the readers, then the advertisers.
Ideas for magazines are everywhere. But ideas with revenue generating potential are harder to find, particularly during stressful economic times. When the economy shifts, advertising budgets are the first to go.
Ask such questions as, Does my idea have solid revenue-generating potential? Will readers and advertisers support this idea? Questions like these will help clarify your idea and sharpen your focus.
Get Input from Others
Once you have clarified your idea and come up with a creative way to execute it, it's time to share your concept with others. Talk to friends, family, and business leaders in the community. What's their reaction? Did they shoot the idea down? Point out the weak points?
If they did, be glad. Identifying weaknesses in the concept is an important part of the process. Better to identify potential problems before you invest thousands of dollars in launching the first issue. Let criticism drive you to further refine your concept.
Study the Competition
Are there other magazines on the market with a similar editorial concept? Don't be discouraged if there are. It's a sure sign that you have a marketable idea. Instead, study the competition. How will you differentiate your magazine from others on the market?
Once you know the answer to that question, you're ready to move on to the next step.
Identify Your Audience
When it comes to identifying your audience, the narrower the better. If your audience is "all adults," it's too broad. Clearly define the age bracket, income, and education level. Keep your audience at the forefront of your mind.
No audience. No magazine.
Identify Potential Advertisers
Who else wants to reach your potential readers? Seek them out and gauge their interest in your publication.
For example, if your potential is audience is parents with young children, talk with manufacturers of children's toys, clothing, and other related products. Are they excited about the concept? Are they willing to advertise in your magazine? In a weak economy, advertisers may stick with magazines with proven track records.
The Big Question
Ask yourself the big question. If this is such a great idea, why hasn't anyone thought of it before? It's possible that the magazine was launched before but failed.
You might have a great idea that's impractical. For example, a magazine targeting individuals with disabilities who are unable to work might be a great concept, but where is your audience going to get the money to pay for their subscriptions?
Publishing a magazine is hard work. But if you've studied the market and done your research, it can be a satisfying experience as well.
Mary Yerkes - Mary J. Yerkes is an award-winning freelance writer. Her main writing interests include religion, health and wellness, and ...
