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The New Rules of Independent Magazine Publishing

Succeeding as an independent publisher today demands passion, innovation and understanding of the new magazine economy

By Samantha Melamed - November 17, 2009
Readers are migrating to the Web, ad pages are down and magazines -- the ones that are still printing -- have shed hundreds of jobs. It's all doom and gloom from now on... right? Well, the publishers who've launched more than 500 new titles already this year, according to MrMagazine.com, are betting otherwise. There is life after "the death of print." But to make it as an independent publisher, experts say, you'll have to throw old-school conventions out the window. Models that rely on mass circulation (and the ad dollars that come with it) won't work in the new magazine economy. The publishers we spoke with say the key to success is building a passionate, engaged, invested audience that's willing and able to pay what a magazine is worth. After all, today's independent magazine is more than ink on paper; it's a community, a lifestyle and a 360-degree media experience offered through print, blogs, Web forums, Twitter, podcasts, live events, films, books and music. ...

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