Hello, and welcome to what could be the start of your publishing journey. Are you here with a great idea yet intrigued to learn more, such as the actual costs to start a magazine? While there is a wealth of information on our website, let’s start by investing your time.

Anyone venturing on a publishing journey often dream of having a successful title, but before it can be successful and attract advertising, it requires three key things to be in place: broadcast appeal and format; quality content – ‘The reader is King’, so has to be satisfied; and the route to market — the magazine has to reach your advertisers’ potential clients.

Comprehensive planning with financial investment is sure to help you steer around most pitfalls you are likely to encounter, especially in the early days. Still, in reality, eight out of ten magazines fail by the fourth issue purely because of inadequate groundwork or under-investment. 

The excitement of rushing to get the first issue out before undertaking thorough and proper research is the easiest mistake any new publisher can make. Instead, we would recommend preparing a feasibility study. You’re more than welcome to run it by us and see if we can shine a light on your aims before launching from the starting blocks.

Research doesn’t have to be arduous or costly, but it needs to be carried out with thought and consideration before the first magazine goes to print. Here is a brief list of what should be covered:

• Will I be able to reach sufficient readers?
• How will it be distributed? (Distribution area: geographic, demographics and method).
• What would be the optimum number of pages? (Consider the unit mailing weight and what costs would it attract).
• How often should it be published? (Frequency).
• Will it be manageable with limited resources?
• Can I draw up a business plan?
• How is it to be funded, and would there be sufficient cash flow?
• How long can I sustain the initial investment?
• Where do you see it sitting financially in 12- and 24-months from now and are targets realistically set?
• Will it be profitable? (Make allowances for bottom-end expectations).
• Will advertisers support it?
• Can advertising rates be cost-effective to attract the smallest of businesses?
• Can I build a community/following?

The first issue sets the standard

Your first issue marks the benchmark of future issues, so it has to be as near perfect as it reasonably can. The more research you do now, the greater the understanding of risk. In addition, it will give you the benefit to tweak the plan way before you start to work on your first issue. 

How much does it cost to publish a magazine?

This is the most common question we are asked but, until we’re armed with key factors, it is one we are unable to immediately answer. While providing a price for production and printing is straightforward, anyone looking for an overall figure should also seek answers to the following. What are your overheads? How much do you need to earn? What are the costs to hire contributors? Do you need a salesperson to establish and accelerate relationships with advertisers? Do you need to hire a professional editor? We can help with costs associated with production, print and mailing. Can you build your social media base, or can this be outsourced? Will you be investing in any marketing activities yourself? Is there anything else you need which we haven’t covered here? Once all costs have been collated, it can then be evaluated and assessed for its viability. Either way, every magazine is different and attracts different costs.

Do your figures still stack up?

Printing sufficient copies while keeping advertising rates at a cost-effective level while attracting the smallest of businesses is a delicate balancing act. Ultimately, though, what would the advertiser’s cost per reader be and is it affordable? Can it be bolstered with value-added services, such as social media exposure? You could consider publishing smaller, separate issues online and across social media to help gain traction. It would also act as a signpost to your magazine. Read more about the benefits of publishing a magazine online here.

The value of advertising

The principal of all sales is understanding the customers’ needs and fulfilling them. Advertising is the lifeblood for most magazines, so when starting a new publication, try to understand what a company is looking for before it decides how to spend its advertising budget.

Often asked, ‘how much should I charge for advertising?’, well, that answer very much depends on the cost to publish and distribute it but balance it sufficiently, so the price point doesn’t hinder cash flow. 

While setting rates is essential, it is also important to be flexible. For example, if a company like British Airways is prepared to advertise, but only offers to pay half the price, take it and jump for joy. Recognised and respected brands often attract other advertisers, and it helps build your brand and reputation.

To engage with potential advertisers, here are five facts from The Association of Magazine Media why advertising in magazines work:

• Engagement: Magazines continue to score higher than TV or the internet.
• Trust: Consumers trust and believe magazines and embrace advertising as a part of the brand experience.
• Action: Magazines are motivating. More than 60% of print magazine readers took action as a result of an advert. Digital ads also drive response.
• Valued content: Readers have a positive attitude towards advertising in magazines, and the information it provides is useful.
• Influence: Magazine readers are more likely than users of other media to influence friends and family on product purchases in every shopping segment.

So, while you’re here, let’s see if your idea is a great idea by clicking here or, to view other available content, click here.