By Matt Kinsman For the first time in years, confidence seems to be rising on the b-to-b side of the industry while consumer magazines as a category;bruised from circulation scandals, mired in a newsstand quagmire, and reeling from the implosion of several high profile launches in 2005;seem unsure how to take the next step.
Articles by FOLIO: Magazine Staff
Ryan McNeil covered his last receiver as a Denver Bronco cornerback in 2004, retiring from professional football after an 11-year career. Leading up to his retirement, McNeil had been moonlighting as president and CEO of the Professional Business and Financial Network, a Web-based resource and networking community for professional athletes who are also budding entrepreneurs.
While not a pure start-up, Farm Progress Company's relaunch of Farm Futures marked the magazine's second rehabilitation and, at the very least, resembles a start-up's dogged, entrepreneurial persistence in pursuing a market opportunity, no matter what the industry odds are.
In 2004, Time Inc. CEO Ann Moore;known affectionately inside and outside the company as the "Launch Queen";approved five magazines for launch: All You, Life, the now-defunct Suede, Nuts and Southern Progress Corp.'s Cottage Living.
In September 2004, Cygnus Business Media launched SecurityInfowatch.com, its third Web portal and first outside the public-safety category. The site was designed as a comprehensive destination for security end-users, dealers, integrators and manufacturers and as a way to compete in a category with a glut of print magazines but few good online properties.
Maryland Life's glossy stock and affluent readership belies the magazine's humble beginnings;it was conceived when the three principals;co-publishers Dan Patrell, Ross Peddicord and Scott Runkles;met in a community college class on entrepreneurship. In August 2004, the trio launched Great State Publishing and debuted bi-monthly Maryland Life in December 2004 with a January/February issue.
There are hundreds of magazine launches any given year. And despite the glut, there are plenty of well-received ones, too. Then there's CMO.
Everyone acknowledges that a great story deserves to be repeated, and if the story is told in the pages of a magazine there is a more-than-likely chance it will be repeated via reprints.
1. KNOW WHAT IT IS. A newsletter is a vehicle designed to deliver news and pertinent information to an audience. Not unlike a newspaper, magazine or online information resource, it should be viewed as a serious and important media outlet by both its readers and its creators.
Typically, December can be a pretty hot merger and acquisition period as businesses try to squeeze in deals before the end of the tax year. For that same reason, January is typically quiet. But this year, seems not a creature was stirring. "There just weren't any significant deals that took place during the period in terms of absolute valuations," says Richard Mead,