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 Hottest Digital Launches Automotive TravelerPublisher: BCT PublishingFrequency: Monthly Concept: An online magazine based on “driving great cars over challenging roads while meeting interesting people on our way to fantastic destinations” Target Audience: Travel and car enthusiasts Questions with Automotive Traveler editorial director: Richard Truesdell① What is your magazine's most significant achievement?Automotive Traveler is an online publication, but our readers describe us as a magazine, not a Web site. This confirms our belief that the magazine reading experience is not defined by paper and print. ② What was the most important hurdle you were able to overcome? Getting out the first issue. Moving forward, it’s the fact that potential advertisers are having a difficult time getting their collective arms around what we offer. We are producing all the elements of a traditional magazine but with a difference: We're delivering Automotive Traveler digitally. The challenges and opportunities we face are very different from the world of print. ③ What was the biggest pleasant surprise? From readers, the fact that they are "reading" the magazine online; in a Web world, where the time on a particular site is normally measured in seconds, our visitors are spending 10 minutes or more. From my standpoint as editor, this has been very rewarding. ④ What is the biggest challenge you are facing today? Getting advertisers to understand exactly what we offer, and getting a reader that is engaged with our content. We also know that we must continue the process of educating readers, writers, and advertisers as to the “new” world of online publishing. Once they have given it a test drive, they’re hooked. ⑤ Imagine you have a magic wand and you can strike the magazine and make it human? Describe that human being. I think that we've already put a human face on the magazine; our columnists and contributors have a dialog with our readers. ⑥ What advice do you offer to someone wanting to start a new magazine? There’s an old saying, “How do you make a million dollars in publishing? Start with five million.” It’s really important, on the business side, that even in the online world, your investors are prepared for a long struggle to reach critical mass. On the editorial side, make sure your content strikes a responsive chord with your core audiences—readers and advertisers. Deliver a product that is compelling and programs that are competitive. You have to be relentless. ⑦ In 2011, your magazine will be… …The leading source, online or in print, for those for whom the journey is just as important as the destination. JPGPublisher: 8020 PublishingFrequency: Bi-monthly Concept: A photography magazine with a strong partner Web site that allows photographers to become members, upload photos and submit work for the magazine Target Audience: Tech-savvy photographers
① What do you consider the single most important achievement your magazine has accomplished in today's marketplace? |
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