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Over the years I have worked on several launches, relaunches, resuscitations and turnarounds. With all this experience, there�s one axiom I know is true: SUCCESS HAS MANY FATHERS BUT FAILURE IS AN ORPHAN! Hundreds of magazines are launched every year. Most become orphans in the first 12 months. The reasons are varied. Lack of funds, weak editorial premise, bad timing, unrealistic business plan, strong competition etc. If it works you�re lucky. You can significantly improve your luck with the help of Samir Husni�s tools. He is a unique resource who will help you avoid the pitfalls and guide you to success. Samir is fondly known as Mr. Magazine" for his long-standing commitment to successful magazine launches. Over the last 20 years he has developed a product line that will take you step by step through this challenging process. The boss reminded me of the above truth while raising my second magazine twelve years ago. We were in the development stages of Men�s Health magazine and the world had yet to acknowledge men�s increasing interest in their personal health. In fact, several people laughed at us. Of course today Men�s Health is the most successful men�s launch of the decade with a circulation approaching 2,000,000. Now that it is successful you can find several executives, including myself, who claim a stake in its success. The truth is, the guys working on it today deserve all the credit. Like any good father, it�s your commitment to the continued development of your offspring that makes you a success. As I witness the incredible success of ESPN The Magazine in its launch year I hope I have the wisdom, patience and support of my boss to see this through to maturity. (I also don�t think I can physically handle another start up). So far it has been easy. We have a strong brand and an outstanding product that appeals to active young men. Advertisers need us and love us. Several years from now we will be evaluated on our ability to attract and keep this wonderful audience. If and when that happens I will proudly call myself one of the founding fathers. At the end of your first year you may wonder, "will I become a founding father of my new launch." There are two ways you can measure that:
Michael Rooney |
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