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Sep 8, 2008
Free Magazines Versus Subscription Based Magazines
I've had quite a few people ask about magazine publishing recently and thought I'd address a few of the questions. One person asked whether a subscription based or free magazine was better. The short answer is that it depends. Now, for the long answer.
When someone is producing a children's magazine, it usually is subscription based, as are many of the special interest publications, such as skateboarding or art mags. This is either because these periodical publishers want to have much more content than advertising or they can't attract a wide pool of advertisers for a magazine with a limited readership.
For someone who is creating a regional magazine, offering the publication to local residents free of charge often means the ability to attract more advertisers, since readership is much higher. I've heard of a few regional mags that do charge a subscription because they feel it makes people take the publication more seriously, but they probably have a tough time getting subscribers for something most people expect to be free.
A third option is to offer a magazine free to local residents and provide subscription service for people who've moved outside of your region and miss reading the mag.
Comments
Sep 12, 2008 11:23 PM
Guest :
Well, I would like to add my two cents on the Free Vs Subscription based
magazine. I think Ms. Thomas'comments infer, even though she touches upon
this point at the end of her article, that the two are somehow mutally
exclusive. Of course, nothing could be further from the truth. First, it
should be stated that it is not uncommon for local small circulation
magazines to be free AND offer subscriptions to their readers. One
important aspect that Ms. Thomas has overlooked as a rationale for going
free, or for that matter paid, distribution is this fundamental question:
Which distribution method will allow you to most effectively target your
demographic? Certainly, it will not suffice to just have a lucrative
demographic if your publication is not effectively reaching your
readership. Thus, choosing free distribution may provide avenues for
reaching said demographic that may not be accessible via subscription based
or paid distribution. Furthermore, free magazines often have paid
subscriptions because even though the magazine is free, depending on the
overall print run and
circuation, it may be hard for individuals to
find copies of the magazine once it hits the drop off points. So, many
local people will subscribe so that they will be assured of a copy once it
comes out. We pay extra for convenience all the time, i.e. 7-11 vs a major
supermarket chain and magazines are certainly no exception.
Respectfully,
Shawn Lindsey
publisher: Color of Service
Military Magazine
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