New Magazine Launches: A 3rd Quarter Report

New magazine launches slowed down in the third quarter of 2010 compared to that of 2009. The total number of new launches was 186 compared with 211 in 2009. The net result was a negative 25 titles. Add to that the number of magazines published with an intended frequency of four times or more dropped by seven titles. In the third quarter of 2010 a total of 42 new launches made their way for the first time to the nation’s newsstands compared with 49 in 2009.

Check the entire entry here and let me know what you think. Enjoy

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Crazy or Not, Athlon Sports launches with 7,000,000 circulation

So, what do you think Experience Makers? Does a launch of a new magazine with 7,000,000 renew your faith in ink-on-paper or do you think this is the industry making its last stand.
Check out my post here and get ready to hear Athlon Sports CEO Stephen Duggan’s explanation why he is launching an ink-on-paper in this day and age during the ACT Experience.
Let me know what you think, specifically if you are a sports fan or if you plan to publish a sports magazine.

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Mozines™ are here… Is this the future?

A new way to deliver magazines on all types of mobile platforms. Read my interview with Mozines™ creator and let me know what you think. The interview can be accessed here
Read the interview and post your comments.

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Unbecoming Southern Living…

This is a reprint of my Mr. Magazine blog entry found on
Let me know what you think?

In a land not far far away there used to be a great magazine called Southern Living. It was the pride and joy of these Southern United States. It had three corner stones that anchored the bar stool called Southern Living magazine. They all started with an S: Southern, Seasonal and Service. The magazine was filled with recipes, more than a 100 in some issues. Folks from all around the South knew it was Southern Living from its yellow logo and predictable covers. In December it was a white cake; in October the fall leaves and pumpkins welcoming the Fall. In April the purple flowers and in November, what else but a festive Thanksgiving buffet. Those were the days. There was no fashion, no beauty, no frills or thrills. Just seasonal southern service. The Soul of the South was inside the magazine, not only on the cover.

What happened to Southern Living? A redesign after redesign inched one step after the other away from its southern roots. The covers became as unpredictable as the southern weather. The recipes dwindled to a few. And to top it all off, this month ushers a new section focusing on looks, fashion and beauty. The killer is an article about blow drying your hair, exercising and losing inches all at the same time. This is NOT the Southern Living I have known for the last 27 years. This is not the magazine that most of my friends knew and loved. It is definitely NOT your mother’s magazine anymore, but it is also NOT your daughter’s magazine.

Southern Living has lost its soul. It is anything but southern. It is a shame to see a great magazine become so un-southern. The only solace is in the fact that there are a few folks publishing in the same town as Southern Living (in the not so far far away land), who are trying and succeeding in filling the void left by the magazine.

This is a cry from the heart, a first for me, to bring back Southern Living. Bring back the Southern in the Living. There are plenty of women’s magazines that deal with fashion, beauty and other lifestyle issues, but there used to be one and only one Southern Living. Bring it back, please.

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So you want to start a magazine!

Well, you are not alone. Almost every one and his/her cousin want to start a magazine. You have heard my take on starting a magazine and you have read the chapters in your text book about the subject matter. Now, it is time to read someone’s else views on the matter.

Here is an article I found on line
for you to read on How to Start a Magazine. Read it, compare it to what you read in the book and find another article dealing with the same subject and post in the comment section.

Starting a magazine begins with an idea, but ideas come by the dozen and are usually worth a dime or less. It is the execution of the ideas that counts. So, come one, come all tomorrow to class prepared to share your ideas and what type of magazine you are going to start you on the journey of becoming a Magazine Maker.

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Good writers are good readers…

What follows are the best magazine articles ever written according to the KK* Cool Tools blog. Click here to find the top 25 articles and start reading.

Remember to be a good writer, you have to be a good reader. The articles which you can access on the KK* Cool Tools blog are:

The Top 25 Articles
Based on the number of times an article is recommended

Gay Talese, “Frank Sinatra Has a Cold.” Esquire, April 1966.

Hunter S. Thompson, “The Kentucky Derby is Decadent and Depraved.” Scanlan’s Monthly, June 1970.

Neal Stephenson, “Mother Earth, Mother Board: Wiring the Planet.” Wired, December 1996. On laying trans-oceanic fiber optic cable.

David Foster Wallace, “Federer As Religious Experience.” The New York Times, Play Magazine, August 20, 2006.

David Foster Wallace, “Consider the Lobster.” Gourmet Magazine, August 2004.

John Updike, “Hub Fans Bid Kid Adieu.” The New Yorker, October 22, 1960. About Ted Williams career framed by his last game. I read it every opening day without fail.

Hunter S. Thompson, “Fear and Loathing in Las Vegas: A Savage Journey to the Heart of the American Dream.” Rolling Stone. Part I: November 11, 1971; Part II: November 25, 1971.

Richard Ben Cramer, “What Do You Think of Ted Williams Now?” Esquire, June 1986.

Jon Krakauer, “Death of an Innocent: How Christopher McCandless Lost His Way in the Wilds.” Outside Magazine, January 1993. Article that became Into the Wild.

Susan Orlean, “The American Man at Age Ten.” Esquire, December 1992. [Ed.’s note: Not available in Esquire’s online archive, but you’ll find it with a little searching. Also republished in Orlean’s The Bullfighter Checks Her Makeup and Glass’s The New Kings of Nonfiction.]

Edward Jay Epstein, “Have You Ever Tried to Sell a Diamond?” Atlantic Magazine, February 1982. Diamonds, De Beers, monopoly & marketing.

Ron Rosenbaum, “Secrets of the Little Blue Box.” Esquire, October 1971. The first and best account of telephone hackers, more amazing than you might believe.

Tom Junod, “Can you say…”Hero”?” Esquire, November 1998. A profile of Mr. Rogers. [Ed.’s note: This article was also quoted in “Esquire’s 70 Greatest Sentences” published October 1, 2003.]

Michael Lewis, “The End.” Portfolio, November 11, 2008. Breaks down supposedly complex economic cause and effect into very engaging, easily understood analysis. Real life characters as interesting and entertaining as the best fiction. A must.

George Plimpton, “The Curious Case Of Sidd Finch.” Sports Illustrated, April 1, 1985. I remember being extremely angry (for a few minutes) that the Mets were going to get this guy instead of my A’s. I was an honest kid and man, it just seemed so unfair. When I realized it was a prank, I wasn’t as upset. Because I always thought this guy, in some form, would someday show up and blow away the Twins, the Angels, and the Giants wearing an A’s uniform. I’m still waiting!

David Foster Wallace, “Shipping Out: On the (Nearly Lethal) Comforts of a Luxury Cruise.” Harper’s Magazine, January 1996

Jon Krakauer, “Into Thin Air.” Outside Magazine, September 1996.

Tom Junod, “The Falling Man.” Esquire, September 2003.

Gene Weingarten, “The Peekaboo Paradox.” The Washington Post, Sunday Magazine, January 22, 2006. Story about the weirdest clown, the Great Zucchini, you’ll never want to meet. Keep reading….

David Foster Wallace, “Host.” Atlantic Magazine, April 2005.

Gene Weingarten, “Pearls Before Breakfast.” The Washington Post, Magazine, April 8, 2007. Joshua Bell is one of the world’s greatest violinists. His instrument of choice is a multimillion-dollar Stradivarius. If he played it for spare change, incognito, outside a bustling Metro stop in Washington, would anyone notice?

Chris Jones, “The Things That Carried Him.” Esquire, May 2008. It’s extremely moving without being saccharine or twee. It’s a military story, but utterly without jingoism or indictment. And it’s wonderfully observed.

Michael Lewis, “Wall Street on the Tundra.” Vanity Fair, April 2009. It’s an in depth analysis of the financial collapse of Iceland. Excellent. There are some great one liners (this isn’t actually one of them, but it’ll give you the idea): “This in a country the size of Kentucky, but with fewer citizens than greater Peoria, Illinois. Peoria, Illinois, doesn’t have global financial institutions, or a university devoting itself to training many hundreds of financiers, or its own currency. And yet the world was taking Iceland seriously.”

Gene Weingarten, “Fatal Distraction: Forgetting a Child in the Backseat of a Car Is a Horrifying Mistake. Is It a Crime?” The Washington Post, Magazine, March 8, 2009. Winner of the 2010 Pulitzer Prize in Feature Writing.

Again, click here to start reading the articles. What is your all time favorite magazine article? Tell your classmates the name of the article, the source, the author and why you believe that it is the best article you’ve read yet.

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Get ready to become a Magazine Maker…

The first step to magazine making is to know and understand what is out there, what is working and what is not. Your ultimate goal is to identify the hot and the cold magazines in the marketplace and see what makes them tick, or not tick. There is no such thing as a lukewarm magazine. Magazines are either hot or cold.

As you get ready to become a magazine maker, your first job is to identify the three hottest magazines in today’s marketplace and find the reasons why they are hot. In addition you need to identify three recent magazine closures and identify the reasons that they were folded.

Always seek answers regarding the magazines’ concepts, DNA, audience, advertising revenue sources and last but not least the reason media folks give for the success or failure of the magazines you chose.

Share your findings in the comments sections of this post. Let us start Making Magazines!

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