The failure of apartment and condominium news : a case study and primer for aspiring small trade magazine publishers
Bettin, Christopher J.
MetadataShow full item record
Apartment & Condominium News was a small trade magazine that served Chicagoland apartment and condominium owners and managers for four years. In 1987, A & C News succumbed to the cumulative effects of being produced by publishers who were ill-prepared and staffers who were inexperienced. This thesis explains what happened to A & C News and tells would-be publishers of small trade magazines how they can guard against making the same mistakes. The author, who was the assistant editor of A & C News for its first nine issues and the editor/art director for its last 31, writes from the participant/observer perspective. Among the topics covered are the "do's" and "don'ts" of establishing advertising and circulation programs, meeting the editorial challenge of article acquisition, selecting content and design formats, choosing an effective name, and working with the right vendors. The author concludes that a magazine's success or failure is determined in the planning stage, and that inexperienced publishers are doomed to fail unless they prepare thoroughly for the challenges of producing even a small trade magazine.