Success
Joseph Guerriero, publisher, Success:
1. What do you consider the single most important achievement your magazine has accomplished in today's marketplace?
Success Magazine's single most important achievement has been our ability to re-define and open a dialogue regarding the true meaning of success in America. In a post-9/11 world, the definition of success is far more than the fierce accumulation of wealth. It is about the ability to pursue one's passions in an ethical and inspirational manner as well as the quality of the relationships we have with family, friends and community - both business and social. We believe that the fine line between how we work and how we live in today's society make personal and business behaviors virtually inseparable.
2. Looking back at your history, what was the most important hurdle you were able to overcome?
The most important hurdle we were able to overcome was audience acquisition and associated costs. Having secured a subscription relationship with the nation's leading business seminar company, we were able to guarantee an audience of highly-engaged small to mid-size business owners and entrepreneurs in a category that has struggled to meet rate base objectives over the past 3-5 years.
3. What was the biggest pleasant surprise?
Our audience's - readers and advertisers - overwhelmingly positive response to the importance of the work/life balance message.
4. What is the biggest challenge you are facing today?
Integrating our go-forward digital and experiential components in a manner that complements and actually enhances the "tonality" of our print property in a manner satisfying to readers and advertisers alike.
5. Imagine you have a magic wand, and you can strike the magazine and make it a human being. Describe that human being.
That human being would be Main Street USA as opposed to Wall Street. This individual would be passionate about building a business, providing jobs and behaving in a highly ethical manner. They would spend quality time nurturing relationships with family and friends. They would give back to the community and look to be a positive influence on both the work and home fronts.
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?
Be very clear and consistent when delivering your mission and vision. Define your audience. Hire people that are passionate about the mission and vision. Be prepared to weather the financial "bumps" you will inevitably hit - costs and top-line.
7. Finish this sentence: In 2010, your magazine will be...
Culturally significant. Success Magazine will be the flagship of a multi-media brand that serves to assist individuals world-wide achieve true success both professionally and personally.
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