How to launch new magazines

Michael Bird

As in fmcg, not all new magazine brands succeed: a dynamic publishing company has to take some failures in finding winners.

How to launch new magazines

Planning, risk management, and the role of research

Michael Bird

As in fmcg, not all new magazine brands succeed: a dynamic publishing company has to take some failures in finding winners. The key issues are financial damage limitation, knowing how to recognise and close down a dud at the right time, and how accumulated wisdom can enhance new titles' chances. Project and corporate managements alone often don't draw on past knowledge, and bring on financial catastrophe through procrastination. The role of research in gathering knowledge and information over time is central, as is a planning...

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