What Makes a Magazine Profitable?

A profitable magazine is one that generates more revenue than it costs to produce and distribute. Simple, right? Well, maybe not. This leaves us with two big questions: How do you make money from a magazine, and how much does it cost to print a magazine? There are a lot of factors that go into these two questions, which means creating a profitable magazine will require careful planning and strategic decision-making. But with a for the Print Newspapers and Magazines market in 2023, there鈥檚 certainly still money to be made through print magazines.

How To Create a Profitable Magazine

Creating a profitable magazine will require you to start by figuring out your business model, which will determine how to bring in revenue. Magazines can generate revenue and ultimately turn a profit through several methods 鈥� leaving you to decide which approach you鈥檒l take. Many magazines use a combination of revenue-generating strategies to turn a profit.

Subscriptions

Selling subscriptions is a great way to create a consistent revenue stream from your magazine. Once a customer subscribes to your magazine, they鈥檒l need to take action to unsubscribe or choose not to renew their subscription. While the per-magazine cost of a subscription is generally lower than if a customer were to purchase a single issue, consistency is key here.

A large, active subscriber list is also a great way to appeal to potential advertisers 鈥� guaranteed readership of every single issue you release will show brands an ad in your magazine is sure to get attention.

Direct Sales

Selling copies of your magazine in storefronts, newspaper stands, airports and bookstores, to name a few, is a good way to get your magazine out into the world and increase readership. While it can be difficult to turn a profit through newsstand sales, it can certainly help build your subscriber list, making your magazine more attractive to potential advertisers.

Keep in mind: newsstands are highly competitive due to their limited space. If you want to get your magazine into storefronts, you鈥檒l likely need to work with a publisher or distributor.聽 You鈥檒l also need to create a newsstand-friendly magazine; the cover should not only be enticing but effectively communicate the theme and content contained within.

Advertising

Selling ad space in your magazine is another great way to offset production and distribution costs, pushing you further towards turning a nice profit. Potential advertisers are also looking at their bottom line, so you鈥檒l need to prove the value of an ad in your magazine. According to Paul Bowers, publisher of , the key lies with your audience.

鈥淧rint provides a targeted reach,鈥� says Bowers. 鈥淲e鈥檙e not distributing to readers who aren鈥檛 in a position to purchase the products being sold by our advertisers. The ability to earn revenue on a print product has been quite remarkable, in my opinion. We have a niche market, and it’s all in how you sell it.鈥�

In other words: use your market to help find potential advertisers. If you can show brands you have a curated subscriber list full of readers who are genuinely interested in their market or niche, they鈥檒l be more likely to pay top dollar for premium ad space in your magazine. Advertisers who are particularly interested in your publication may even purchase an advertorial, an editorial-style advertisement about their product or service.

Don鈥檛 Sell Yourself Short

One of Paul鈥檚 biggest pieces of advice is to know your worth. 鈥淚f you have a product that does what it鈥檚 supposed to do, you don鈥檛 discount,鈥� says Bowers. 鈥淪o many salespeople want to make the sale, (they are) so geared to doing whatever they can that they leave money on the table. Once you make a deal and discount, you can never go back to regular rates. If you build a product the way it needs to be built, people will pay for advertising.鈥�

Content is King

All that to say: if you want to stand out to potential readers as well as advertisers, you鈥檒l need to make sure the content of your magazine is relevant, helpful and well crafted. Performing in-depth market research can help you identify what your readers are interested in learning more about, and using that information to conduct high-quality interviews, write engaging articles and choose gorgeous photography will help ensure your magazine is a cut above the rest.

Consider Your Costs

Remember: profitability is an equation. At the end of the day, your revenue must exceed your costs to turn a profit. When taking a magazine to print, these costs break down fairly evenly between paper, manufacturing and distribution. An experienced magazine printer can help advise you on how these costs stack up, and potentially even help you save money by offering different paper options and suggesting a variety of mailing and distribution solutions.

Magazine Trends in the Digital Age

As the world becomes more digitally connected, it鈥檚 becoming clear that to remain successful, magazines must focus on evergreen content rather than timely information. Twenty years ago, readers used magazines to keep up with pop culture, entertainment and the latest trends. In 2024, this information can be published online faster than a magazine can even make it to print, let alone get distributed across the country. By the time a magazine makes it into the hands of a reader, the information inside could have been online for weeks.

To help drive and retain readership, consider focusing on timeless content; articles and features readers will want to look at multiple times. Helpful guides, recipes, design tips and unique stories are all examples of content that will remain relevant for years to come, especially when combined with gorgeous photography and excellent design.

Choose a Quality Printer

Remember: great content can still fall short if your printer isn鈥檛 up to the task. If you鈥檙e serious about creating a profitable magazine, it鈥檚 well worth investing in a high-quality printing partner. An experienced printing company will help you flesh out all the production details like paper, coating and finishing, and will ensure each issue is printed with a professional look and feel.

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