FIRST FIVE STEPS IN PLANNING A PUBLISHING START-UP
Using two fictional start-ups - DVD Nation and Left-Handed Golfer - as examples

STEP ONE
Target a Realistic Circulation

Consider your editorial focus

• DVD Nation vs. Left-Handed Golfer
  

Evaluate the size of the target market

• DVD player market penetration and growth rate
• Number of left-handed golfers

Review the competitive field

• Many vs. few
• Established vs. recent entries

STEP TWO
Find the Right Frequency

Consider your editorial focus

• How timely is the information (DVD Nation)?
• Is there obvious seasonality (Left-Handed Golfer)?

Review the competitive field

• What are the frequencies of potential competitors?
• Are there advantages to having an unique frequency?

STEP THREE
Price Appropriately

Consider your editorial focus

• How unique is your editorial?
• How valuable is it to the reader and the advertiser?
• Is similar information available from other sources?

Review the competitive field

• Analyze both circulation and advertising pricing
• What is the number of potential advertisers targeting your reader?
• Where are they advertising now?

STEP FOUR
Plan Your Growth Thoughtfully

Consider your potential financing sources

• Deep Pockets Corporations?
• Friends and Family?
• Boot Straps?

Analyze your market’s size and growth patterns

Research your competitors’ growth patterns

STEP FIVE
Start laying out your assumption on paper, but:

Don’t Panic - you'll run through many versions of the plan before it makes sense

Check and double-check that all changes you make flow through all areas that will be impacted

ALWAYS KEEP IN MIND!
The Publishing Business is a Triangle of Editorial, Advertising and Circulation - Changes in Any Area Will Impact the Two Other Areas