The key thing to remember is that a successful publication involves more than ‘slapping ink on paper’– you might not even choose to use ink and paper at all.
There’s no magic formula for success, but if you consider a few key points and advice from the publications experts at Coachwise, you have every chance of your magazine achieving lift off.
Get to know your audience
The logical starting point for the launch or revamp of any magazine is to understand who you will be communicating to. Data extracted from your existing membership database will help you build a picture of your audience, while discussion with your membership recruitment or marketing departments will enable you to understand the future direction and make up of your readership.
Knowing write from wrong
Every time you write an article, ask this question: ‘Will this interest my target group?’ Even if the answer is yes, remember it must also be written clearly and in a style that appeals to the readership. Consider cultivating a voice for the magazine; tone is created by the language used, so give great thought to the words and phrases you want to use and what style suits your audience – is it formal or informal, academic, conversational etc.
Make it look easy
Firstly, create a consistent identity; make firm decisions regarding a masthead, fonts, picture usage and the colour palette from the outset. When considering page layout, stick to simple rules: make them clean, attractive and accessible. Refine your ideas by experimenting and creating a series of templates in order to nail down how single and multiple-page articles will work.
Committing to paper
Contrary to popular belief, print isn’t dead. A printed magazine can have the longest life span of any form of media; they can be a constant source of reference, have a shelf-life of weeks or even months beyond their cover date, and they can build into a long-term collection which gives the reader a back catalogue of tips and advice.
Embrace digital mediums
Add extra value and increase readership by integrating with a web presence and/or page turning technology. Use the printed publication to drive traffic to a content-rich site, which, in turn, acts as an Internet recruiting sergeant for new subscribers. A digital magazine can be an alternative to print: it can host interactive content such as video and audio, as well as eCommerce facilities, and can be delivered to readers in minutes.
Advertising pays
Advertising can bring in income that can help finance your membership package or other areas of your business. The first step towards enticing potential advertisers is to create a media pack that details circulation, readership profile and your magazine’s ethos. Use this as a platform to set out your pricing structure and ensure you create a mix of advertising packages that sell space in the printed publication and any online and digital editions you may have.
How to get started
After 21 years as a publisher in sport, Coachwise can guide you through the reinvention or creation of a magazine from design concepts, to copywriting, to print and mailing options, all under one roof.
Coachwise has recently completed a revamp of the content and design of sports coach UK’s membership magazine, Coaching Edge. The change process began by obtaining an insight into sports coach UK’s, and their readers’, requirements. The results shaped a magazine that now has a confident and consistent voice and design, that aims to speak to coaches at a variety of levels, and gives practical ideas and pointers through real-life coaches’ experiences.
If you would like to discuss how Coachwise can help you make the most of your membership or organisation’s magazine, get in touch.
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