You will become a B2B company as much as a B2C company.
The challenge will be to keep things simple, integrating the B2B and B2C components as tightly as possible so you can stay focused. Consider what differentiates you from other publications for a particular set of business customers.
We all start magazines out of a passion for the content — otherwise we’d go work for Buzz Feed.
But this passion needs to be aligned with an explicit market opportunity.
Vice realized it was its expertise and started a creative agency to help clients target millennials. We have 400 professional journalists, videographers, and researchers across more than 80 countries. For our first few issues, nearly all content was assigned based on ideas from the editorial team; now, nearly all content is assigned through inbound pitches.
As a result, we recently launched Makeshift Studios, an agency that produces content for clients in collaboration with the contributors and creatives we’ve worked with and vetted over the years.
You have the perfect social movement to capture in matte CMYK.
Perhaps a glossy lifestyle that Instagram just doesn’t do justice. This week marks my first as an advisor to Makeshift.
But I would put forth a more extreme proposition — that the magazine is not your product at all.
The reality is no independent magazines survive on the traditional model of magazine and ad sales.