Mr. Magazine

Drum roll please…from a field of 715 new magazines launched in 2007, Condé Nast Portfolio is our choice as The Most Notable Launch of the Year. 2007 will be remembered as the year that saw the return of the prophets of doom and gloom and at the same time as the year folks like David Carey and Joanne Lipman showed the world that print is and can be alive, well and kicking. Our hats off to the folks at Condé Nast Portfolio and the 714 other magazines that showed the doubting Thomases that print is still a very vibrant medium in this day and age. A recent Dutch newspaper adopted the tag-line “News is free but information you have to pay for.” And that is exactly what CN Portfolio has done as it approaches its first anniversary issue. The magazine has provided in depth information on business issues ranging from food, gender, oil, media… you name it. The information in each issue is presented in an in-depth fashion merging the power of words and images to deliver the best visual impact of print (VIP). This VIP enhances CN Portfolio’s addictive, exclusive and timely, yet timeless content.

With the power of print alive, well and kicking on the pages of CN Portfolio magazine, the same can be said about Portfolio.com website. CN Portfolio provides a complete package of information that makes it a must to today’s movers and shakers. Whether ink on paper or pixels on the screen CN Portfolio deserves the honor of being named the Most Notable Launch of the Year. A well done job in the midst of a very rough year both on the business and media fronts.

Indeed, 2007 has been a rough year for media across the board, but what we have seen in the last 12 months isn’t new. It has happened before. In just one short year we have seen overseas news bureaus shutdown, a television and movie writers’ strike that has altered viewing habits, a move to free internet media content by some big name papers, the slashing of approximately 1000 titles from Wal-Mart’s newsstands and now you see that we have the lowest total number of new magazine launches in five years. So what should I do? Should I say some of you were right? That we are actually a dying industry?

I can’t and I won’t.

If I were to say those things and side with those who believe media is doomed I would not only be ignoring some key events that happened this year, but I would be ignoring what happened when new mediums burst on to the market in the middle of the last century. Newspapers and magazines were supposed to die after radio wowed the world. A few decades later radio, newspapers and magazines were all agreed to be dead after we fell in love with television. And today the talk seems to be that everything will suffer because of the internet. Just for a quick historical piece of information newspapers and magazines, like any other product, have a time to be born and a time to die. That was true in 1690 when the first American newspaper was born and the same was true when it died after the first issue was born. There is nothing new under the sun when it comes to the life cycle of all things that have a time to be born and a time to die.

Well here we are: it is 2008, we still have television, we still have radio, we still have newspapers and we still have magazines. That will not change. Most of the world is having no problem with media consumption. Newspaper circulation and readership is up all over the world with the exception of the American market (that is the subject of another blog), a paper mill was recently completed in Germany at a cost of €486 million, a printing press was also recently opened in the United Kingdom unlike any we’ve seen before and foreign newsstands are more crowded than ours and still European consumers want more.

But you don’t even need to look as far as Europe to see that print is well, alive and kicking. The 2007 new launches totaled 715. That is, still nearly two new magazines launched each day on average. And while 2007 count is nearly 200 titles fewer than 2006, it is still substantially higher than the number than the number of new launches in 1991, the first year that commercial use of the internet was allowed. And don’t forget the golden goose. Condé Nast felt so sure of the current desire for good content that they fed over $125 million into the launch of CN Portfolio, our Most Notable Launch of the Year. So far I haven’t heard one whisper of disappointment concerning that investment, except of course from the prophets of doom and gloom.

I’ve been saying this for some time now, we are in the midst of a market correction. We saw the market correct itself in 1999 and we are seeing it again this year. What we are seeing is, in some ways, similar to what the housing market or national economy is doing. Anything involving money has a tendency to be a roller-coaster ride of ups and downs. There may be those that are complaining as we are at a low point, but be certain, those same individuals will be praising our industry when the numbers swing back up like they have time and again over the 20+ years I have been tracking new launches. Enjoy.

Today we present two more 7 questions and answers from 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 Garden & Gun and Heal. 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. You can scroll down the blog to read the previous days questions and answers. What follows are today’s two notables:

Rebecca Wesson Darwin of Garden & Gun answered our questions:

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

In a highly competitive and saturated market, Garden & Gun has carved out a unique niche, addressed an underdeveloped subject and reached a new market. It is indeed a new breed of magazine that has resonated with readers and advertisers. What started as a celebration of the sporting life and the Southern land has evolved into a magazine full of experiences and sights and sounds that engages not only those living or intrigued by that lifestyle but also by those who appreciate the art and culture of the South. It is “21st Century Southern America.” It has filled the big shoes that we originally carved out. In fact, a recent Associated Press article called a Garden & Gun “Saucy, Southern glossy.”

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

No question – our “no-excuses” name. It has been most often a door opener, an attention grabber, and as one writer said, “The best damn name I’ve heard for a magazine ever!” It has been on only one or two occasions a door slammer. But most importantly, it has been a point of discussion. We have always said, take a look before you form your opinion, and have encouraged an open mind. And we have delivered. A senior ad agency executive recently wrote “Well I am just really impressed with Garden & Gun. It has turned out to be everything you promised it would be.”

3.What was the biggest pleasant surprise?

That the literary component – the caliber of the writing – has become such a hallmark for us. But beyond just the big names, the “A” list of contributors, it is the
quality of all the writing in the magazine – and the photography. Our writers bring their experiences to life. And readers have responded by telling us that they feel like they are right there in the hunt or on the boat in the Biloxi Marsh. Quite frankly, Garden & Gun has surprised people – and made them proud – that such a high quality and literary product is coming out of and celebrates the South. The positive outpouring of calls, emails, and letters from readers and their dedication to the magazine has been beyond our wildest dreams.

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

It would be easy to quickly respond that the biggest challenge is improving revenues – both in advertising and circulation. But it goes deeper than that. Our
biggest challenge is getting folks to understand that we aim to be a national magazine with a regional focus (our subject matter is regional; our market potential
is national). This impacts where we are positioned on the newsstand, how media buyers view us, which ad campaigns we get considered for and on and on. We are clear on our position and we continue to look for talented individuals who can communicate that message effectively and have some upcoming exciting
announcements on additions to our talent pool.

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

That’s a touchy question because they would have to be androgynous – half garden and half gun! But if pressed, the magic wand would produce a good looking guy, age 43 (but looks 37)
Hometown: Mobile
Education: UNC
Profession: Architect (specializes in green building)
Secret desire: To be a fishing guide
Second home in: Cashiers, North Carolina
Last trip: Bonefishing on Andros Island
Drink: Makers Mark on the rocks
On his bedside table: Skinny Dip by Carl Hiaasen
Favorite cause: The Nature Conservancy
Thing he never brings to dinner: His Blackberry

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

There are a lot of good ideas. There are only a few great ideas. To put those ideas to the test, one needs to write a strong business plan and clearly carve out a position in the market. One needs a group of people – be it a board, a set of mentors, whatever – that asks the difficult questions and makes one think through all the challenges that are sure to come up once launched. It is important to have a real affinity for the idea and to be able to defend it again and again. And, in the best of all worlds, it is a strong advantage to have investors who have deep pockets and understand the commitment of time and money that will surely be involved. But money is not all it takes. Starting a magazine from scratch like Garden & Gun vs. launching a magazine from an established magazine company is a whole different game! It takes guts and confidence and a willingness to do any job and make mistakes.

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

In 2011, Garden & Gun will be around, profitable, and a cross-platform brand. G&G (that’s what everyone will call us then!) will be a community that
encompasses the magazine, the television show, the radio program, the books, the retail store, the catalogue, and a vibrant web presence. It will be one title in
a stable of magazines started by this new magazine division of Evening Post Publishing Company. We will be fighting off bids from other publishing companies to acquire us, but EPPC will be pleased that they invested in a new strategic business and proud that the magazine division is performing so well!

Kathy LaTour of Heal magazine answered our questions:

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

The fact that Heal provides a unique (and much-needed) voice amid a cacophony of health magazines. Before Heal, no magazine targeted all of the nation’s 10.5 million cancer survivors and their family members, a demographic only recently acknowledged as having specific and multiple information needs as a result of their cancer.

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

Making it clear that there is a difference in cancer (as well as with many other illnesses) between being cured and being healed, the former being a physical state and the latter an emotional and spiritual one. Furthermore, each state (cured or healed) can be achieved without the other. To be well is to be cured, but to be whole is to be healed.

3. What was the most pleasant surprise?

Learning just how directly and intimately we connect with readers. An example: Just before Heal launched, our sister magazine, CURE, heard from a young cancer survivor who had been told that her diagnosis of chronic myelogenous leukemia meant she could never have children. She was looking for information about other young women with her type of leukemia who’d had a child. The managing editor was able to tell her that our cover feature about to appear in Heal’s premiere issue was an inspiring story about a woman who did just that. Time and time again, we’ve been reminded that we make a real and tangible difference in the lives of people who’ve had cancer.

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

There is an assumption by many, including the news and entertainment media, that someone with cancer stops living. Our challenge is to show that the millions who continue on after facing cancer are living life to the fullest through the prism of cancer survivorship. This may mean numerous unique challenges for some and only a few challenges for others. But most revel in a new appreciation for life, and they — along with their caregivers, family and friends — want a roadmap to show them how to stay healthy on their journey after cancer treatment ends.

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

Actually, we’ve done this in creating a My Space profile for Heal, who in that realm is a 46-year-old Virgo woman. (Incidentally, she has made quite a few friends there). But to extend that description, and add a little bit of wishful thinking, Heal would be androgynous – to represent survivors of all cancers. Our Heal person would be a seeker of knowledge and wisdom, perhaps wounded but not bowed by a life-threatening disease, who wishes to seize every day and to follow a rich and textured path on his or her journey of life.

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?

Clear your personal calendar for at least a year. Then devise a product that doesn’t just fill readers’ heads, but lingers in their hearts.

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

the essential guide to cancer survivorship for every American who has experienced cancer and his or her family and friends. They have heard the words “You have cancer,” endured treatment and its fallout, and then wondered, “Now what?”

Today we present two more 7 questions and answers from 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 Eldr and Everywhere. 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. You can scroll down the blog to read the previous days questions and answers. What follows are today’s two notables:

Chad Lewis of Eldr magazine answered our questions:

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

ELDR is challenging the traditional concept of what it means to age … that growing older is about being dependent, passive and sitting in a rocking chair. Today’s elders are adventurous, independent and defining aging on their own terms!

2. What was the biggest pleasant surprise?

We staked out a different point of view and have been very surprised at the overwhelmingly positive response from readers. We expected more dissent.

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

Getting people to understand that the word “ELDER” co notates respect and wisdom. It is a good thing to be an ELDER.

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

Convincing advertisers that ELDR readers have the money, time and psychographics that they need to reach and be associated with moving forward. There are over 40 million people in the United States over 60; they have $1.3 trillion in annual spending power, and 13,000 more turn 60 every day.

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

This human being is wise, knowledgeable, and has lived a life full of challenging, yet wonderful experiences. The challenging issues of aging has not dampened his or her enthusiasm or desire to be engaged and active. This human being has experienced loss but still has a marvelous sense of humor.

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

If you are passionate and knowledgeable about a topic that interests other people you can find readers for your magazine but this is not enough. You need a market that is attractive to advertisers. Then you need resources to connect the advertisers with the readers. And finally, it comes down to execution.

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

The “LIFE” magazine for a whole new generation of aging boomers.

Paul Cloutier of Everywhere magazine answered our questions:

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

Finding a way to bring the vitality of the web to the brilliance of print. By asking the people we want to hear from anyway, real people who have authentic experiences, we are seeing places that break free of the trends of all the other travel magazines, and we still get the incredible presentation and experience of a beautifully printed magazine.

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

Proving that a huge group of passionate amateurs can actually provide photos and stories that are high enough quality to go into a magazine. We knew after starting JPG that we could get more great photos than we could ever use, but Everywhere is a little more complicated in-terms of how many more words there are. But amazingly it turns out we have way more words that we can use as well, and we think that is because we have focused on shorter form writing that we know people on the web can do well: comments, captions, blog posts, and things like that. It turns out these work really well for the kind of magazines we want to make, and it really resonates with our audience.

3. What was the most pleasant surprise?

We started Everywhere with the goal of making a magazine that inspires people to travel and we are surprised every day by the submissions that make us want to go out and travel. We really think it illustrates the promise of this idea that, as editors, we are constantly surprised and exposed to new things by thousands of people in our community.

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

Reinventing circulation growth. We are developing a new circulation model for a modern magazine, which means looking at the massive shifts in how people interact with media, and how communities organize to share the things they are interested in. Working with the existing distribution industry can be challenging when we are always looking for smarter ways to create sustainable growth for our circulation without falling into the trap of cut-rate subscriptions or over saturated newsstands. The community has a passionate connection to the magazine and we have found that they are more invested in helping grow the magazine than the distributors are.

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

Everywhere is that person who always has great stories at dinner parties about the great places of the world. He isn’t a snob about it and has a very inviting way of telling people about interesting experiences. For this person, travel is more than something you do once a year, travel is a way of life. It is something that they do everyday, in their own town, or across the world, they take every opportunity to enjoy the world and find new experiences.

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?

A good magazine is a community – At their hearts, all magazines are basically artifacts of the interests of their readers. Good magazines embrace this and recognize that those readers aren’t just silent, passive consumers of content. Any magazine can benefit from the expertise of its readers. Which is not to say that all magazines need to be completely community created, but the opportunity is to find ways to break down some of the walls between editors and readers.

Don’t forget that there is an internet – Most magazines were launched before the web existed and most that have launched since then still tend to act like it doesn’t exist. Look at what your people are doing online before you launch a print magazine. What parts of their behavior and interest are being under-served by the web, is there something that print could do better? Good print magazines are going to be hybrids that let the web do what it is good at and let print do
what it is good at rather than treating them like competitors. Start the process asking how the web can make your magazine better.

Beware of “The Right Way to Do Things” – Magazines have been made the same basic way for a long time, and many of the problems that they are currently faced with are caused by resisting change, and not recognizing that parts of the model are broken. If your only reason for doing something is because that is the way things are done, then you should consider if things have changed since that rule was made. Some of the smartest people in publishing right now are people who have come from outside of the publishing world.

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

The magazine industry is in such incredible flux right now that any real prediction that far out is purely fantasy, however our goal is for Everywhere to continue it’s growth and become the best travel magazine for inspiring people to get up and go. We are thinking quite a lot about how important participatory advertising is to us as well as how the newsstand market is changing. We will continue to focus on how we can create a great environment for people to share the stories
and photos of the places they have been, and to give those people the power to make the magazine they want to read.

Today we present two more 7 questions and answers from 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 Bond and Condé Nast Portfolio. 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. Click here to read part one, here to read part two and here to read our interview with Tyler Brule of Monocle magazine, our first international notable launch of the year. What follows are today’s two notables:

Lynn Tsutsumi of Bond magazine answered our questions…

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

Bond has succeeded in crossing all borders to be the first “exclusively inclusive” wedding magazine on the market to date. Bond appeals to the hip, urban, modern couple, both gay and straight and of all ethnicities. Bond encourages couples to think outside of the very narrow wedding box and to plan their ceremony and reception as an expression of their lifestyle.

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

The concept of Bond was very new and difficult for people to visualize prior to its launch. Most people have a very traditional view of what weddings are supposed to be like and Bond was breaking the mold. We had to put out a complete magazine with our Issue Zero just to show how it could be done.

3. What was the most pleasant surprise?

The most pleasant surprise was the acceptance and embracement of the Bond concept from all over the world. We get comments daily from people from all walks of life saying, “It’s about time!” There has been absolutely no controversy about representing gay and straight weddings together. We feel like we are on the right track and our audience has been waiting for Bond.

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

Bond’s biggest challenge right now is letting the world it exists without a big marketing department.

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

Bond in human form is intelligent, beautiful, multi-cultural and passionate. It is a unifier, not a divider. It is global, forthright and pioneering: a gay Barack Obama.

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 to have someone with a business background on your team.

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

In 2011 Bond and bondmag.net will be the ultimate resource and visual guide for modern weddings around the world. Bond will be the standard for non-traditional weddings.

David Carey of Condé Nast Portfolio answered our questions:

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

Portfolio has energized a sector of the publishing business that many had thought was moribund. By introducing a print magazine that made sense in the context of how people consume information these days, we’ve been able to deliver a new experience for readers. Building both the magazine and website simultaneously, we were able to demonstrate that “new media” can be print as well as digital.

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

While the launch was intensely covered by the media, we were pleasantly surprised how quickly this new media brand was included in the small collection of mainstream business media. Just a few months into its existence, CNP quickly joined a short list of publications founded a long time ago. Add cultural reference pints like a quote on “Meet the Press” and we felt we weren’t just the new kid on the block, but part of the club.

3. What was the biggest pleasant surprise?

Given how fast business moves, some people at first couldn’t understand how a monthly magazine would work. But by collecting a diverse portfolio of stories each month, we’ve been able to demonstrate that deeply reported narrative journalism with big picture perspective has the ability to put today’s and tomorrow’s headlines into context.

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

While we did little to generate it, we benefited from a tremendous amount of media attention as one of the most high profile new launches in years. And that has helped us build great momentum with both advertisers and readers. Maintaining that excitement as the magazine matures and establishing the unique benefits of the product in the marketplace will be our biggest challenge in the coming year.

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

The embodiment of CNP would be a forward-thinking entrepreneur. The type of executive who might build a great brand from the ground up, take it public and then start all over in an entirely different industry. A man or woman who enjoys the intellectual challenge of business and who also savors the game of it.

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

Do your homework and stay close to both your readers and advertisers. When we set out to develop CNP, we had a clear idea of the opportunity. But we invited both potential advertising partners and readers into the process. Intensive focus groups and research both pre-publication and between our first two issues yielded vital feedback that proved integral in shaping the product you see today.

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

Continuing to explore the business stories of today. By then the technology may have evolved a bit since our launch and some yet-to-be-formulated brands may be shaping the economic conversation, but CNP will be delving deeply into the people and phenomena driving business.