Mr. Magazine

Starting today and for the next ten days we will be publishing our interviews with the editors and publishers of the 30 Most Notable Launches. The interviews will be published based on the alphabetical order of the names of the magazines. Today’s magazines are 0-60, American Driver and Antenna. To read a short profile about each of the aforementioned magazines just click on the magazine name. We have asked the editors or publishers to answer the same 7 questions. Yesterday we’ve published our first one with Tyler Brule of Monocle, our first ever International Notable Launch of the Year. Here are the first three of the American magazines.

Brian Scotto of 0 – 60 magazine answered our questions:

1. What do you consider the single most important achievement your magazine has accomplished in today’s marketplace?

The concept for 0-60 was to redefine the American car magazine, but actually translating the ideas we had in our head to the page was the difficult part. 0-60 is the magazine we wanted to read, something that fills the void between the mainstream and enthusiast titles and focuses on stories that take a different approach, where the writing, photography and design all play an equal role. That said, our greatest accomplishment has been finding a publisher, editorial team and art department who were all wiling to take the risk and challenge each other to make 0-60 what it is.

2. Looking back, what was the most important hurdle you were able to overcome?

With an audience that is captivated by the immediacy of the Internet, we needed to create a modern print magazine that complemented the material found on the Web instead of trying to compete with it. 0-60 needed to be a print evolution. Quite simply, we just had to do it better than everyone else. We’ve spent weeks working on just one page.

3. What was the most pleasant surprise?

Rarely can you make everyone happy, but we’ve received glowing responses from automakers, advertisers and readers alike. Usually, to please one you must upset the other. Readers constantly tell us that 0-60 fits them perfectly, and obviously reaching that target audience delights the advertisers and automakers, too.

4. What is the biggest challenge you are facing today?

The automotive publishing world is cluttered; however, 0-60’s unique mission has allowed us to overcome this and stand out to the industry, plus convince new readers who have become disenchanted by the current crop of car mags to come back to the newsstand.

5. Imagine you have a magic wand and you can strike the magazine and make it human. Describe that human being.

It’s my best friend; the guy I talk cars with. He shares my passion, my interests and my style. He gets it.

6. The number of new magazine launches has been on a steady increase. What advice do you offer to someone wanting to start a new magazine?

Prepare for a struggle—there’s no room left in the print world for half measures and “me too magazines.” Your product must be clearly differentiated from the others sharing shelf space. But while hard work and sleepless nights should be rewarded, you also need to have an excellent relationship with distributors, wholesalers and retailers. At the end of the day, magazines need to sell.

7. Finish this sentence: In 2011 your magazine will be…

…ranked amongst the big “buff” books like Car and Driver, Motor Trend and Road & Track, but still be as unique and progressive as it is today.

Timothy Miller of American Driver magazine answered our questions:

1) What do you consider the single most important achievement your magazine has accomplished in today’s marketplace?

“American Driver” being mentioned first and in the same sentence with “Robb Report,” “Cigar Aficionado,” and “Automobile” magazines by an advertising media buyer.

2) Looking back, what was the most important hurdle you were able to overcome?

All the “no,” “not interested” and “that’ll never work” comments.

3) What was the biggest surprise?

The warm handshakes and bright smiles from the car owners, car collectors and automotive enthusiasts we meet from around the country and the eagerness with which they open up their homes, garages and businesses to our staff and readers.

4) What is the biggest challenge you are facing today?

Building and increasing the advertising, marketing and promotional value for our advertisers in creative, ground-breaking and measurable ways while also incorporating new, innovative ideas into our editorial mix.

5) Imagine you have a magic wand and you can strike the magazine and make it human? Describe that human being.

That human being would be Jay Leno – an affable, successful, entertaining and intelligent car nut.

6) The number of new magazine launches has been on a steady increase. What advice do you offer to someone wanting to start a new magazine?

Step One: Read as many magazines as you can in your neighborhood bookstore. Buy your top five favorites and determine your motivation for those purchases.
Step Two: Purchase and read Samir’s “Guide to New Magazines.”
Step Three: Read Samir’s “Guide to New Magazines” five more times and then donate it to a college.
Step Four: Beg and borrow $2 to $6 million and call me in the morning.

7) Finish this sentence: In 2011, your magazine will be…

In 2011, “American Driver” will be the brand most requested, recognized and welcomed by those influential automotive enthusiasts enjoying the luxury lifestyle.

Dennis Page of Antenna magazine answered our questions:

1. What do you consider the single most important achievement your magazine has accomplished in today’s marketplace?

Creating a magazine that is “art” in itself.

2. Looking back, what was the most important hurdle you were able to overcome?

Photographing the entire magazine with original photography (no stock, no pickup,
no jpegs).

3. What was the biggest pleasant surprise?

Women’s Wear Daily gave us an out-of-the box glowing review, as though it was a Conde Nast launch.

4. What is the biggest challenge you are facing today?

Trying to get the respect from high level advertisers that only Conde Nast can command.

5. Imagine you have a magic wand and you can strike the magazine and make it human?
Describe that human being.

It’s a collabo of James Bond from Undefeated and Holden Caufield from “The Catcher in the Rye”.

6. The number of new magazine launches has been on a steady increase. What advice do
you offer to someone wanting to start a new magazine?

Make sure there is a real audience. Don’t create a magazine just for advertisers.

7. Finish this sentence: In 2011, your magazine will be….

…..a brand marketing “think tank.”