The Newsstand Needs a Business Model That Welcomes Innovation

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A small publisher called me a few weeks ago because he wanted his magazine to be distributed across the country. His editorial focus has an appeal that would attract buyers; the sample copies he sent me indicated that the package had potential for sale and could sell anywhere in North America and possibly the international market.

I ran a number of projections including changing paper to reduce weight and production costs, used various sales models with and without promotions and sadly, I had to write to the publisher and say, “while I firmly believe your magazine has potential for sale, under the current single copy model, your magazine will not break even on the newsstand.”



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