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A Recap of FOLIO:'s 2005 Startup Stories



By
01/04/2006

By Folio: Staff

Plate Magazine

Plate
debuted in 2002 as a food-oriented title targeted to chefs in a food service category filled with restaurant business titles. In 2004, the magazine ran as a quarterly. In 2005, the title went to b-monthly. "That created a lot of opportunities both from edit, circ and advertising side," says vice president and editorial director Bill McDowell. "There's a lot of credibility once you reach bi-monthly."

The magazine generated more than $1 million in 2004 and revenue has since grown 50 percent, with Plate ending 2005 with more than 320 ad pages. The magazine also completed its first BPA audit. "The first half of year was about getting everyone re-qualified, migrating people from database to direct request," says McDowell. "I think we've got pretty good blend. The way we've defined the market at 24,000 subscribers is not the definitive number but it's a pretty good number of us right now."

Going into 2006, Plate is considering another increase in frequency and expanding its product mix, including events and partner programs. "We're at a point where there's a certain level of credibility, we're no longer the ďľ‘risky startup' anymore," says McDowell. "That's allowing us to explore some alliances." That includes producing a special supplement based on an annual conference for the Culinary Institute of America holds.

Dandelion

In spring 2003, independent title Dandelion
launched into the women's sports market - a category many larger publishers, including Conde Nast and Time Inc. - failed to capture. The magazine is headed into its fourth year, and founding editor and publisher Michelle Theall notes that they've just won and Eddie and reduced costs by ten percent in 2005. In 2006, the magazine will relaunch as Women's Adventure Magazine with several former Outside magazine staffers coming on board. Plans also call for a build-out of the magazine's Web site.

EnergyBiz

While print publishers scramble to pump up their online products, EnergyBiz
debuted last year as the print offshoot of online portal Energy Central. The magazine has moved from "startup mode" into "production mode," according to CEO Steve Drazga. "Most advertisers at the start were tentative, taking 1 or 2x placements; now many are committing for all of 2006," he says.

Priorities for 2006 include finalizing outsourcing circulation management. The biggest challenge for EnergyBiz is doubling qualified circulation while the biggest opportunity is extending the brand beyond the magazine. The magazine was profitable in first full year of operation and won a FOLIO Gold Eddie Award for Best Energy/Utilities/Engineering title.

Worthwhile

Questions like "Does the world really need another business magazine?" shrouded above the 70,000-circ launch of Worthwhile
in November 2004. Nonetheless, publisher Anita Sharp planned to boost it to 200,000 circ by end of 2005. Did they?

Secure Enterprise
The 45,000-circ magazine, which launched with "no budget" as a supplement in CMP Media's Network Computing in 2003, went monthly this year, completing its first BPA audit in June. Along the way, it secured a handful of 2005 honors including an ASPBE award, a WPA Maggie and a Circulation Excellence award from CM.

Vitals Man/Vitals Woman

Conde Nast announced last September that it would combine its magazines and their operations under one consolidated identity, Conde Nast Publications. Failing to make the cut were year-old Vitals Man and Vitals Woman
- both Fairchild Publications titles - which ceased publication as of September and October issues respectively.

Man had a controlled circulation of 110,000 and Woman 160,000 and both were projected to sell 40,000 copies on the newsstand. The two titles were reportedly too costly to make the transition from controlled to paid circulation.

Worthwhile

Questions like "Does the world really need another business magazine?" shrouded above the 70,000-circ launch of Worthwhile in November 2004. Nonetheless, publisher Anita Sharp planned to boost it to 200,000 circ by end of 2005. Did they? "Given some of the circulation issues with other magazines, we elected to grow more slowly and build solid, quality circulation," says Sharp. "We're at 100,000 now with plans to grow by more than 50,000 this year." She notes http://worthwhilemag.com/
is averaging 200,000 unique visitors a month.

>> click here to review the Startup Stories from 2005

By
01/04/2006







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