Legal Notice:- “Book” hereby refers to both printed and digital (Ebook) formats.

The author and publisher of this book and the accompanying materials have used
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in this book, you are taking full responsibility for your actions.
The author and publisher accept no responsibility for any errors, omissions or the
consequences thereof. The author and publisher disclaim any warranties (express
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publisher shall in no event be held liable to any party for any direct, indirect,
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As always, the advice of a competent legal, tax, accounting or other professional
should be sought. The author and publisher do not warrant the performance,
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The right of John Crossley-Stanbury to be identified as the author of this work has
been asserted by him in accordance with the Copyright, Designs, and Patents Act
1988.
All rights reserved; no part of this publication may be reproduced, stored in a
retrieval system, or transmitted in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise without the prior written
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All Trademarks are the property of their respective owners.
Copyright © 2010 John Crossley-Stanbury. All rights reserved.
ISBN 978-1-4457-7626-2

Published May, 2010

CONTENTS

Introduction to Magazine Publishing 9

The Wonders of Magazine Publishing 9
A quick tour of some of the things you will learn 12
What if I don’t have enough money to start a magazine? 12
This is One Way You Could Fund A Large Start Up: 15
You Need More Than Money to Start 15

Things You Should Know 19

Young People and Magazine Publishing 21
Magazine’s Worldwide 24

Normal Magazine Classifications 28

The Different Business Types and How to Register Them 32

Sole Trader 32
Partnerships 32
Setting up and registering a partnership 33
General partners 33
Sleeping or dormant partners 34
Businesses 34
Limited Liability Partnership 34
Setting up a Limited Liability Partnership (LLP) 35
Limited Business 36
Setting up and registering a Limited Company (Private or Public) 36
Limited by shares or by guarantee? 37
Registration doc’s/forms required to set up a Limited business 39

Selecting the Right Niche 40

What is niche marketing? 41

Keyword Research 43
Identifying your market with keyword research 43

Naming Your Magazine 47

Costs 51
Factors Determining the Cost of Your Magazine 51
Physical Size 51
Number of Pages 52
Whether or Not You Use a Printing Business 52
The Extent of Your Advertising Campaign 53

Page 5
Staffing 54
Software 54
Distribution 55

Easy Funding Options 59

Tax Refunds/Stimulus Payment 59
Credit Card 59
Mortgage Refinancing 60
Personal Budgeting 61
Selling Things 61
Friends and Family 62
Odd Jobs 62
Business Cash Advance 63
Grants 63
Pre-Advertising 64
What is ‘pre-advertising’? 64

Branding your business 66

What is Branding? 66
Branding Basics 68
Mission and Vision of Your Business 68
Benefits and Features of Your Products or Services 69
Customer Perceptions Today 70
Qualities Perceived by Customers 70
Audience 71
Knowing Your Audience 73
Branding by Your Audience 74
Logos 75
About Logos 75
Tips with Logos 76
Does a Logo Really Help You Sell? 77
Building Recognition 78
Corporate Overview 79
Your Personality 79
Consistency 80
Competition 81
Researching Competitors 81
What Sets You Apart From the Competitors? 81
Why Should Customers Shop From You? 83

Establishing the Brand 84

Establishing a Place Inside of the Customer’s Mind 84
Endorsements 86
Hot Prospects and Opportunities 87

Page 6
Using Public Relations Pros to Your Advantage 88
Establishing Business Identity 90
Donations 91
Investments 91
Give Free Information 92
Adding Value to Your Business 93

Getting Your Brand Out There 95

Get One on One with the Customers 97
Local Business Events 98
Media Consideration 99
Local Media 99
Article Writing for the Press 100
Sponsors 100
Written Testimonials 101
Special Offers 102
Referrals 103
Inserts 103

The Competitive Edge 105

About Blogs 105
Reasons to Use Blogs 105
Using a Blog to Your Benefit 106
Reinforcement of Your Brand 108
Conclusion on Business Branding 110

Creating the Content 112

Options for Content Creation 112
Doing Everything Yourself 112
Hiring a Graphic Designer 116
Buying Private Label Content 117
Using a Ghost-writer 119
Hiring a Professional Magazine Writer 120
Hiring Volunteers 121

The Different Types of Volunteer Writers 122

College Students 122
Seasoned Internet Writers 123
The Occasional Magazine Writer 124
Hobbyists 125

Using Bad or Overused Content 128

Plagiarism 130

Page 7
Building a strong relationship with your readers 132

Finding Advertisers 134

Alternative Revenue Sources 139

Printing 144
Print-on-Demand 144
Brick-and-Mortar Printing Shops 147
Newspaper Business Printing Services 148
Sole Proprietorships Printing Services 148

Getting Subscribers 150

Distribution and Circulation 151

Advertising Your Magazine 155

Advertising on the Internet 155
Offline Advertising 156

The Best Advertising 157

The Best Way to Get Customers 158
Professionalism 158

Publishing Online 159

Why Start An Ezine? 160
What Types Of Ezines Can You Create? 161
Schedule 161
Ezine Format 162
Put the entire Ezine in an email 162
PDF File 163
HTML Page 164
How to structure your Ezine - An Ezine Structure 164
Building A List of Online Subscribers 167
Setting up a viral list builder 168

Getting Your Ezine Read 170

The Power Of Questions 170
What kind of questions do you ask? 171

Conclusion 173

About the Author 174

Index 176

Page 8
INTRODUCTION TO MAGAZINE PUBLISHING

Firstly, thank you for purchasing this book. Before we begin

setting up your magazine we need to learn about publishing,
its audiences, and the magazines that are recognised the
world over. For obvious reasons it is necessary to build a
basic knowledge of this subject before you begin.

The Wonders of Magazine Publishing

Many see it as a simple reading material, but take a closer
look and you can see the many wonders of magazine
publishing.

As a key component in promoting the industry of mass media

to the world, magazine publishing has changed the face of
print media – one that has taken it into new and greater
heights. One of the wonders of magazine publishing is that
it has withstood the test of time, even with the addition of
rapidly expanding and progressing Information Technology.

The sphere of influence of the perpetual partnership between

pen and paper has transcended through time and has not
been shaken by the threat of electronic media and the thrust
towards a paperless society.

Page 9
This is mainly so since magazine publishing exhibits a process
so versatile and dynamic that simply, yet surprisingly, allows
it to adapt and adjust to changes of the times.

The best reason for this adaptability is the fact that humans
crave for information or the means through which to be heard,
and it is one of the greatest factors that will foster its survival.

It is the hunger and craving for information that makes

magazine publishing, as well as any other mass media, an
indispensable tool in delivering information, either on paper or
in a digital format.

Today’s information culture makes it difficult, if not impossible,

to live without the media.

Obviously, the press is by far the best conduit that brings

information to the people, and magazine publishing allows
information – in its many faces - to be creatively and
extensively presented.

Unlike tabloids and periodicals, magazines incorporate

conventional reporting, which is enhanced by with creativity
and artistry.

Page 10
While all the other forms of print media adhere to strict rules
and guidelines, magazine publishing breaks this taboo and is
inclined to more liberal and aesthetic approaches.

Commercially, magazine publishing is one of the most veritable

moneymakers in the media industry, since it can drive focus
towards a certain segment of the market that it hopes to give
focus to.

From home improvement, Do-It-Yourself guides, women’s,

men’s, children’s, sectarian, opinion, features, essays, public
awareness, public service, clubbing, political, entertainment -
you name it - magazine publishing can embrace it and present
it to the public within the bat of an eyelid.

From the commercial standpoint, the broader the market scope

of a magazine the better, since this is undoubtedly one of
the best venues to advertise and introduce new products.

On average, a person with active contact to mass media is

exposed to no less than five hundred advertising messages
or materials in a day, most of which can be found in
magazine publications printed regularly.

Page 11
Magazine publishing’s versatility and dynamism has even
adapted to the advent of online information technology, where
it has even broadened its scope to a much larger global
audience.

It will continue to proliferate regardless of the changes and

challenges it faces, as long as it will continue to satiate the
public with the need to be continuously informed.

I hope that you're excited. I'm actually excited for you! When
I first started my magazine, it was the most frightening yet
most exciting time of my life.

A quick tour of some of the things you will learn

Everybody wants to be his or her own boss. For that to
happen, you need to do some research and have enough
capital for your particular business venture.

The same rules apply for anyone who wants to start their
own Magazine Publishing Business. The biggest question that
a lot of people have a problem with is:

What if I don’t have enough money to start a magazine?

We will go in-depth on this later but one method is to invite
investors by showing them your business plan which includes

Page 12
the start up capital needed and when they can expect to get
a return from their investment.

It can be possible to start with no money. However, depending

on your plans and other factors such as client relations and
relevant previous experience, it could prove difficult.

The other option is to start a magazine through the web as

an Ezine (refer to page 159, .

Unlike printed copies, you don’t have to invest a lot of money

since the cost of making a website and looking for a web
host will not cost you a fortune. You will also discover where
you can publish your magazine online and get thousands of
readers for free!

The success of your magazine will depend greatly on the

content. If you are doing something similar to what
Cosmopolitan or Vogue are doing, chances are you won’t
even make a dent in the market because you don’t have
anything new to offer.

If you were to sell your magazine from shops or stands, you

must feature something different. For instance, instead of
focusing on clothes you can create a magazine that caters

Page 13
to parenting, clubbing, property, a certain hobby or cooking.
This all boils down to doing some market research.

If you don't want to do research you could hire a market

research company to do it for you. Should their study prove
that there is potential on a certain topic, it is time for you
to develop a plan that will make the magazine profitable.

An extremely important thing you have to work on will be

the name of the magazine. The shorter the name the better
so people will be able to remember it and the only way that
can happen is if it is able to grab the reader’s attention.

Magazines come out weekly, fortnightly, monthly or quarterly.

To ensure the quality of your content, make sure you hire
the right people as editors, writers and photographers.

If you can’t afford yet to hire these people on a full time

basis, make sure you can buy the rights from them and then
be able to edit the materials yourself and pay them
accordingly.

You will be shown easy ways to create content yourself later

on page 112,

Page 14
This is One Way You Could Fund A Large Start Up:
Start an online Magazine (Ezine) first. When your online
magazine has proved successful and you are able to earn a
sufficient amount of money from advertising, it is time that
you shift your attention towards coming up with your very first
magazine to hit the news stands (if you want to go down
this route).

If someone else has already published a magazine that is

similar to what you plan, try to see what they lack and then
use it to your advantage. This hasn’t stopped others from
launching their own successful magazine, which just goes to
show there is room for everyone in this business.

You Need More Than Money to Start

Money is just one of the things you need to start your own
magazine because there are other aspects of the business
that are just as important to make it profitable. For one, you
need to have a basic idea for your magazine. Preferably it
should focus on a certain subject that you are knowledgeable
about so you can come up with a plan that differentiates you
from any competitors.

You may be in a position to pay others to do the tiring work.

For that, you need to hire the right people who will serve

Page 15
as writers, editors, photographers, graphic designers and
distributors for your magazine. You will need to have
advertisers to generate most of the revenue for your business
in order to pay the salaries of any staff and to also pay for
other expenses including the next issue.

This is done by calling up advertising agencies or local

businesses, sending them letters and meeting with them in
person. Networking will also come in handy so you can
generate interest from other advertisers.

When you have a meeting with advertising agencies or

advertisers, remember that you are asking them to advertise
in your magazine in exchange for something else. Be sure
to deliver your end of the bargain so this relationship will
continue in future issues.

When your team has finished doing the layout, content and
design of the magazine, the only thing to do is to send it
to the printers or print it yourself.

Since there are many printers available, get a cost quote

from all of them and then get the best deal money can buy.

Page 16
An advanced copy of the magazine will be sent to you before
it hits the stands or gets distributed. This is called a proof.
Check it page by page for any discrepancies and if everything
is satisfactory, the only thing you have to do is approve it
and the print run will commence.

Distribution of your magazine is important. You must make

sure that it hits places where your target audience will go to
and buy it or pick it up for free. These places include local
newsstands, local businesses, supermarkets etc. If it is free
you can still make a great profit and build your reader base
quickly!

Don’t forget to also send copies to your advertisers and

sponsors free of charge so they will be able to see first hand
their adverts and the rest of your magazine.

Page 17
Not that many people will know about your magazine without
some form of publicity. For a high-profile magazine, you will
need to throw a launch party - that usually gets media
attention. You should invite some of the biggest names in
the industry, a few celebrities and of course the local press.

After providing some entertainment for the night’s festivities,

make sure everyone goes home with a souvenir bag that
includes a copy of your magazine and perhaps some special
launch party discounts provided by advertisers to get them
more exposure.

You certainly need more than just money to have your own
magazine because in the days after your launch party, your
magazine will be featured in the local press and maybe even
regional TV. Viewers and readers who have seen or heard
it will most likely want to see what all the fuss is about and
buy or pick up a copy.

If these people like it, then you have successfully established

a beachhead. You will have to press on forward in the coming
months so you can truly compete with other magazines that
have already established a name.

Page 18
So when you start off an email with a question, it immediately
gets the reader involved in your email.

What kind of questions do you ask?

"Yes!" questions. What I mean is, questions where the reader
would respond enthusiastically with a "YES!"

Here are a few examples:

You don't have to ask a "Yes" question to get this to work.

I mention them because they are one of the easier styles
of questions that are proven to be very effective.

If you don't use a question, then a powerful teaser style

headline will work as well. To do this, you can just take the
main benefit of the article of your Ezine and turn it into a
question.

So let’s say your Ezine is about golf and you new issue is
on how to improve your golf swing on drives. The question
could be:

Page 171
“Would you like to learn how to hit the golf ball as straight
as an arrow?”

In my example Ezine above, I used a question in the subject

line of the email, instead of in the email itself. The subject
line for that issue was: “-first name - Need More Sales?”

It’s a simple “Yes” question that will get more people to open
up and read.
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Page 172
ABOUT THE AUTHOR

After John Crossley-Stanbury left the

British Armed Forces with ‘Exemplary
Conduct,’ his natural career choice was
the private security sector. He rapidly
advanced but decided that he was
neglecting his creative and technical
side. John then qualified as an I.T.
Professional and began learning the Photograph courtesy of Sheffield Newspapers.
Copyright © 2010 Sheffield Newspapers. All rights reserved.

art of Graphic Design.

It was at this point when John launched a nightlife magazine.

He was 22 years old. He has since successfully published
30 magazines, built 3 websites and made 5 DVD’s. John and
his team distributed 300,000 magazines and within 6 months
of launching a new website it received over 1 million hits.
John started with no investment!

At the age of just 23, John was diagnosed with Parkinson’s

and soon decided that he wanted to share his knowledge
and experience to help others. He is the Publicity and Public
Relations Officer for the Barnsley Branch of Parkinson’s UK.
He actively participates in fundraising, public awareness and
other charitable work, both on a local and national level.

Page 174
He began researching, writing and compiling this book in 2008
with the aim of sharing his publishing knowledge to help
others achieve their goals and aspirations by starting their
own magazine.
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Page 175
INDEX

A
Accountant, 32
Adobe Indesign, 55
Advertisers, 16, 44, 45, 47
Advertising, 11, 15, 45
Advertising Agencies, 16
Advertising Campaign, 53, 66, 139
Advertising on the Internet, 155
Adwords, 44
Affiliate, 167
Alternative Revenue Sources, 139
Amazon, 49, 116
Article Writing, 100, 111
Articles, 25, 42, 54, 61, 100, 117, 119, 124, 148, 155, 169
Articles of Association, 39
Artistry, 10
Audience, 12, 71, 77, 84

B
Barcode, 150
Benefits and Features, 69
Blogs, 105, 106, 169
Bookkeeper, 32
Bookstores, 55
Brand Equity, 67
Brand Manager, 80
Branding, 66
Branding Campaign, 70

Page 176
 Branding Manager, 80
Branding Process, 69, 78, 84
Brick and Mortar Businesses, 67
Brick and Mortar Printing Shops, 147
Brochures, 79, 92, 95, 103
Business Accounts, 34
Business Cards, 67
Business Cash Advance, 63
Business Identity, 90
Business Loan, 57, 63
Business Logo, 77, 79
Business Name, 38, 96
Business Plan, 12, 57
Business Secretary, 37
Business Structure, 36
Business Value, 93
Businesses House, 34

C
Capital, 12
Categories, 29
CD, 115, 135
Celebrities, 18
Circulation, 151
Clip Art, 114
Clothing, 95
Competition, 20, 41, 74, 81, 110
Competitive Edge, 105
Competitor, 49, 66, 78
Consistency, 67, 80, 111, 159

Page 177
 Consumer, 66, 70
Consumer Magazines, 24
Content, 14, 16, 28, 112
Content Creation, 56, 112, 116, 149
Copies, 17, 22
Corporate Image, 66
Corporate Overview, 79
Cosmopolitan, 13
Costs, 33
Coupon, 95
Crazes, 31
Creating a Brand, 69, 73
Creativity, 10
Credibility, 74
Credit Card, 59
Customer Perceptions Today, 70
Customer Service/Support, 71, 83
Customers, 67, 97, 158

D
Deadline, 19, 20
Debts, 32, 33
Declaration of Compliance with Businesses Act, 39
Designing a Branding Campaign, 81
Developing a Logo, 76
Different Business Types and How to Register Them, 32
Digital Format, 10
Directors, 37
Discussion Board/Forum, 105, 169
Distribution and circulation, 55, 150, 151

Page 178
 Distributor, 16, 55, 150, 157
Donations, 91
Door-to-Door Leaflet Distributor, 157
Dormant Partners, 34
Dropshippers, 139, 142

E
E-books, 168
Editors, 14, 16
Electronic media, 9
Email, 162
Email attachment, 135
Employees, 54, 67, 68
Endorsements, 56
Endorsing, 86
Entrepreneurs, 55
Establishing the Brand, 69
Events, 21, 28, 30, 86, 89
Expenses, 16
Ezine, 13, 15, 160
Ezine Format, 162
Ezine Structure, 164

F
Fashion Models, 44
Financial, 59
Finding Advertisers, 134
Flyers, 87, 92, 95
Formal Deed of Partnership, 35
Free Publication, 17, 50
Freelancing, 116, 131, 149

Page 179
 Funding Options, 59

G
General Excellence Award, 25
General interest magazines, 29
General partners, 33
Generating traffic, 167
Geographical regions, 73
Ghost-writers, 61, 113, 119, 120, 130, 131
Good Housekeeping Magazine, 26
Grants, 63
Graphic Design, 55, 112, 113, 114
Graphic Designer, 16,, 116, 147
Graphics, 114, 138, 146, 162

H
Hearst Corporate Communications, 26
HM Revenue & Customs, HMRC, 32
Hobbyists, 125
Home Business, 136, 142
HTML, 164

I
Identifying your market, 43
Identity, 66
Image, 66, 74, 78, 116
Images, 29, 115
Independent Financial Advisor, 59
Information Technology, 9
Inserts, 103
International Data Group, 25

Page 180
 Internet Marketing, 53, 55, 160, 168
Internet Writers/Editors, 54, 123
Investment, 13, 32, 34, 91

J
Journalism, 121

K
Keyword, 44
Keyword Analyser, 43
Keyword Optimisation, 119
Keyword Research, 43
Knowing Your Audience, 73

L
Large Profile Magazine, 18
Launch, 18, 20, 41, 56, 152
Layout, 54, 114, 116, 117, 134, 141, 147
Legal Existence, 33
Lettering, 76
Limited Business, 36
Limited Liability Partnership, 34
List of Subscribers, 137
Literature, 28
Local Business Events, 98
Local Businesses, 16, 17
Local Media, 99
Local Press, 18
Logo, 66, 75, 76, 77, 95, 96, 104, 111, 112, 158

Page 181
M
Magazine Layout Software, 55
Magazine Publication Schedules, 28
Magazine Templates, 114
Magazine Writer, 120, 124
Market, 11, 13, 24, 27, 41, 42, 47, 50, 52, 84, 90, 119, 123
Market Research, 14
Market Research Business, 14
Marketer, 62, 87, 134, 136
Marketing Campaign, 69
Marketing Plan, 135
Media, 9, 18, 23, 24, 26, 27, 84, 100, 103, 108, 110
Media Consideration, 99
MedicaLife, 41
Memorandum of Association, 39
Microsoft Word, 54
Mission, 68, 84
Model, 23, 157
Model Release, 157
Mortgage Refinancing, 60
Most Successful Publications, 24

N
National Distributors, 150
Networking, 16, 98
News magazines, 30
Newsagents, 55
Newspaper, 31, 89, 99, 103, 148
Newspaper Business Printing Services, 148
Newsstands, 17, 55, 150

Page 182
 Niche, 41
Niche Marketing, 40
Normal Magazine Subject Classifications, 28
Northern Ireland Businesses Registry, 34

O
Offline Advertising, 156
Online Advertising, 27, 45
Online Magazine, 15
Online Marketing, 43
Open Office, 54, 134

P
Partnership, 32
Partnership Accounts, 34
Partnership Agreement, 35
Pay Per Click, PPC, 167
PC World Magazine, 25
PDF, 134, 163, 164
PDF Writer, 134
Periodical, 10, 28
Personal Budgeting, 61
Personality, 79
Photo Shoots, 21
Photographers, 14, 16
Photographs, 114, 157
Physical Size, 51
Plagiarism, 112, 120, 130
Popular Mechanics, 26
Pre-Advertise, 134, 136

Page 183
 Press, 10, 18, 79, 89, 100, 108
Press Release, 79, 89, 108, 111
Print Media, 9, 11
Print Run, 17
Print-on-Demand, 144
Printers, 16
Printing, 144
Private Label Content, 117
Private Limited Business/Company, 37
Products, 11, 69, 71
Professionalism, 67, 74, 135
Profit Funnel System, 167
Profits, 32, 33
Proof, 17
Public Limited Business, 36
Public Relations, 40, 88, 90, 125, 174
Public Relations Manager, 86
Publicity, 18
Purchasing Decisions, 66

Q
Qualities of your business, 71
Qualities Perceived by Customers, 70
Quark, 55
Quote, 16

R
Radio, 53, 56, 89, 122
Reader Base, 17
Readers, 13, 28, 158
Readership, 28, 31

Page 184
 Reader’s Digest, 24
Reader’s Digest Association, Inc., 25
Records and Accounts, 32
Referrals, 103
Regional Distributors, 150
Regional TV, 18
Registered Office, 38
Registrar of Businesses, 38
Registration Fees, 32
Reinforcement of Your Brand, 108
Research, 12
Researching Competitors, 81
Researching Magazines, 43
Retailers, 150, 154
Revenue, 16
Reviews, 26, 135
Rights, 14
Risks, 33
Royalty-Free Photographs, 115

S
Salaries, 16
Schedule, 108, 161
Scholarly or Academic Magazines, 29
Search Engine, 45, 49, 105, 106, 118, 128, 155
Search Engine Optimisation, SEO, 123
Self-Employed, 33
Sensational Magazines, 31
Setting up a Limited Liability Partnership (LLP), 35
Setting up and registering, 32

Page 185
 Setting up and registering a Limited Company, 36
Setting up and registering a partnership, 33
Share Capital, 37
Shares, 37
Small Business, 67, 134
Small-Scale Distribution, 55
Social Events and Conferences, 21
Software, 54
Sole Proprietors, 149
Sole Proprietorships Printing Services, 148
Sole Trader, 32
Special Font, 76
Special Offers, 102
Sponsors, 17, 21, 100
Squeeze Page, 167
Staffing, 16, 54
Start Up, 15
Starting Your Business, 35
Statement of First Directors, Secretary and Registered Office, 39
Stimulus Payment, 59
Stock Market, 37
Subscribers, 45, 50, 55, 65, 125, 134, 144, 150, 158, 160, 168

T
Tabloids, 10
Tag line, 76, 78
Target Audience, 17, 75, 86, 153
Targeted Customer Base, 72
Tax Refunds/Stimulus Payment, 59
Television, 53, 56, 31, 99

Page 186
 The American Society of Magazine Editors, 25
The National Geographic Magazine, 25
Time 100, 27
Time Magazine, 26
Time Person of the Year, 27
Trade or Professional Magazines, 30
Trademark, 47, 48

U
Unique Selling Points, USP’s, 129
United States Patent and Trade Office, USPTO, 47
Universal Product Code, UPC, 150

V
Viral List Building, 168
Visibility Techniques, 67
Vision, 84
Vogue, 13, 57
Volunteers, 121, 123

W
Web Host, 13
Website, 13, 38, 45, 62, 66, 117
Wholesaling, 139
Wikipedia, 49
Writers, 14, 16
Written Testimonials, 101

Y
Young People, 21

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