If you wanted to branch out and start your own publication, how would you do it?
Unless you’ve been living in a ditch for the past ten years, your first step would be to start a website, right? Even I’ve championed the idea that new magazines and journals should start online.
But print isn’t dead just yet. And for a niche market, print’s a good marketing strategy.
In the name of full disclosure, I have contributed sporadically to Region’s Business, a political and business journal based in Philadelphia since its launch. When my first piece ran, I was ready at the keyboard to tweet the link to the launch edition. But there wasn’t one. The magazine, launched in August 2012, started off the old fashioned way — with a little start-up capital, ad buys, and paid subscriptions.
Editorial director Karl Smith always seemed one step ahead of the market. He moved seamlessly from various editorial roles in print to interactive media director at Calkins Media papers in Pennsylvania. When AOL’s Patch.com came calling, he hopped aboard to launch the hyper-local news sites as a Regional Editor outside of Philadelphia.
And now, among tablet saturation and folding weeklies, he was taking a business and politics journal to the presses. It was time to figure out how, and why, that was possible.