Niche publishers can find launching a print edition at newsstand daunting, having to predict sales and then allow for substantial unsolds, with all the financial risk that entails. A cleverer approach is to test the market with digital, and then to use print on demand to discover the appetite for a printed magazine.
This is the story of the latest Media Pioneer, a small publisher who has discovered an innovative route to test-market a niche magazine.
Just as Beautiful magazine was launched first as a digital edition in 2006, and then piloted a glossy print version in September 2010, using print on demand technology to build a 10,000 readership.
There was no need for guesswork on launch print runs when London Business Communications & Publishing (LBCP) launched Just as Beautiful, for stylish curvy women, a luxurious publication to help them feel confident and look great. The magazine began as a free digital publication. The publisher got great reader feedback, and through clever PR, such as Britain's Next Plus Model, they built up to a bi-monthly frequency. This led to a loyal following from advertisers including clothing companies, cosmetics, spas and television stations, such as Speedo, Champneys and Endemol.
Their masterstroke is the ability to offer printed copies on demand, through the magazine website. Single issues can be ordered online, and cost £6.60 including P&P. An annual subscription of 6 issues costs £39.60 including P&P. Glossy perfect bound magazines are printed to order and delivered 4 days after the order is placed.
Nottinghamshire based Prime Group printed the Just as Beautiful magazine using the latest, state of the art HP Indigo digital colour presses. High quality digital printing of the magazine allowed Just as Beautiful the flexibility to print the required number of copies ‘on demand’ rather than having to forecast and pre-order the exact number of copies required prior to launch.
The publisher has now developed a successful business model for niche launches. Their combined print and digital circulation is now 10,000 per issue. Advertisers get a good response as they reach a niche market. One advertiser now generates 60% of its customers from this one magazine.
LBCP plan to make their website more interactive, and to test out new distribution outlets. They also plan to expand events, such as Miss Plus Britain and Britain's Next Plus Model. Now they have a low-risk approach to niche launches they have plans for more later this year.
Enjoyed this article? Been inspired? Register free to attend the 2011 Specialist Media Show and join hundreds of other pioneering media owners to swap ideas and network.
Think you could be the next Media Pioneer? Submit your story to carolyn@thespecialistmediashow.com before 10 May 2011 to nominate your business. Winners will be announced at the Show on 25 May 2011 at Exec Peterborough.
