Relish
Charlie Cox, executive editor, Relish:
1. What do you consider the single most important achievement your magazine has accomplished in today's marketplace?
Relish buried the myth that magazines must start small and grow slowly through traditional distribution channels. By innovating within the newspaper channel, Relish launched as the largest food magazine in the country.
2. Looking back at your history, what was the most important hurdle you were able to overcome?
Breaking the paradigm in newspaper-distributed magazines. Relish is a special-interest monthly, whereas the majority of newspaper-distributed magazines are general-interest weeklies. We got newspapers to expand their range, and readers validated the choice.
3. What was the biggest pleasant surprise?
Demand beyond expectation. The launch rate base of 6,000,000 was exceeded by a whopping 800,000. We had to raise the rate base to 7,200,000 after just seven issues. And in January 2007, Relish will introduce a new rate base of 9,000,000--50% growth within the first year.
4. What is the biggest challenge you are facing today?
Controlling cost volatility in paper, ink, and distribution.
5. Imagine you have a magic wand, and you can strike the magazine and make it a human being. Describe that human being.
Relish is that special friend who makes eating, cooking and entertaining more fun. It's the friend you call on when you are looking for a new recipe to try. A friend that always has a timely tip, some good advice or a delicious piece of news. Relish is the friend that inspires you to be a more adventurous cook, a more knowledgeable shopper and a smarter eater.
6. The number of new magazine launches has been on a steady increase. What advice do you offer to someone wanting to start a new magazine?
Avoid "me-too" ideas. The market rewards leaders, not followers. Find a sensibility that's not served, and develop a magazine for it.
7. Finish this sentence: In 2010, your magazine will be...
In 2010, Relish magazine will be the foundation platform of the most exciting media brand in the food category-creating a community of unprecedented number around the experience of food and providing a model for audience-created content.
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