MAGAZINE PUBLISHING: WHY MOST PUBLISHERS FAIL

By Niyi Tabiti

 Most people love to own their own magazine publishing company but many fail to plan well from the start. Just like every business, the media has its vast opportunities but it comes with a lot of commitment.

 gistmaster know a lot of people who want to be publishers just because they saw Ovation magazine. Instead of bringing new things, they just want to copy what Dele Momodu has done with Ovation. Unknown to them, the reason Ovation magazine became an household name was because Dele Momodu was very creative.I see a lot of 'Jagbajantis' on vendors stand and i can tell that they are imitations.

This is what is happening on Nigeria blog ville too! Most people want to do what you do. My question is-do we all have to write about entertainment? The answer is NO! There are other lucrative areas and no one is looking there.

Contact- Any newspaper or magazine publication depend on contacts. Whether weekly, monthly or daily publication, you need a network of informed people in your area of interest to keep your head up high. For a news publication, getting right sources, phone numbers, email addresses of those who make things happen is the secret.

You don't have to be their friend, you don't even have to like them but you must be able to get them because they are news makers or they know when there is breaking news.

  Magazine Publishing and friendship- Most magazine publishers failed because all they could offer are the photos or the PR stories of their friends only. Every week, I know the names of people that will feature in some magazines,even people they are published.I am sure you too can predict! lol

A good publisher go deeper than that.You can even publish stories of those you consider your 'enemies'- what matter most are  your readers. If they are worth talking about then, go ahead! People don't like Abacha, the former military ruler of Nigeria but the stories surrounding his family still remain 'sold out' till date.

WHO SELLS YOUR COVER?: The cover page of your magazine goes a long way as far as acceptance is concerned. It all depends on your target. Gistmaster research shows a Cossy Orjiakor on the cover of a magazine will sell more copies than that of Blaze,MI,ICE PRINCE and all of them put together.Ini Edo,Mercy Johnson,Genevieve,Tonto Dike,Whizkid and others are likely to sell the papers than most of their colleagues. For now,a whizkid is more likely to get readers than 9ice.Look for what readers want, not just what you want.

DISTRIBUTION:No production is complete without getting to the consumers. Magazine distribution channel in Nigeria is still weak to a large extent. In fact, you spend a lot of money, hosting vendors and agents before they can even agree to display your magazine. In most areas, publishers are asked to pay registration fees before vendors in that area can sell their magazines. In some cases, agents don't even pay back after selling the papers.

I think selling by subscription is a good idea.Get good marketing team, get the subscribers to also win something!Its worth trying.

Advertising- No one talks about magazine publishing or any job involving image without mentioning  branding. Having a good network base within the PR, Advertising and allied industry is key. Building the right connection within the network of the big spenders really matter.

N.B-Where is Bola Attta, the former Editor of True Love magazine? I wish she can start publishing anything,I mean anything- I will buy!!! She use to have one of the best teams in those days. You want to read something? Try GISTMASTER, THENETNG,E247,ENCOMIUM,MANIA, FABS,VANGUARD ALLURE,GUARDIAN LIFE,SATURDAY PUNCH