Satinsnow said:
. . . I also think the magazine industry really needs to get its shipping and delivery schedule back in line, it seems to really be hit and miss on when a magazine will show up now a days! I always hear the excuse to the late delivery is the mails fault, which yes, mail does play a small part at times, but not as often as the current publishers would like you to believe . . .
Having been the editor in chief of several fair-sized (~100K subscribers) magazines in the past, I can attest to problems with the U.S. Mail. I've seen variations of up to two weeks in actual delivery, depending on the efficiency and consistency of the regional PO that the publication goes through. Most magazines get sent at "Periodical" rates (more accurately called "Second Class" mail in the past IMHO), which doesn't recieve the same level of attention or service from the PO. Bundling by ZIP, etc. makes it more specialized at the PO, and more dependant on the regional PO's staff who know the ropes. If the one or two people there who know their stuff are sick or on vacation, delivery is often delayed as a result.
I do agree, however, that publishing has become a tough business - particularly for smaller magazines. Success, I think, is a matter of having a strong editorial policy and knowing where the line is between the editor (content) and the publisher (sales and PR). Strong editorial policy and adherance to common editorial standards will keep the content in tune with what the readership wants, often evolving over time. Editorial standards ensure that the articles are timely, germain, well-written, well-edited, and cohesive. Product reviews, in particular, need to be written to standards appropriate for the product group, so comparisons can be made to previously-reviewed similar products.
From an economic perspective, perhaps unfortunately, having an ad ratio of close to 50% (i.e. half the pages are ads) is usually ideal. Subscription fees are usually a small part of the overall revenue of the publication - often to the chagrin of the subscribers, who usually believe
they are paying for the magazine. Eliminate the ad revenue, and the subscription price would be unrealistic.
Personally, I don't expect that
all of a magazine's content will deal with topics that I'm personally interested in, but strong editorial policy will keep the overall content interesting and of consistent quality. Magazines that depend too much on "contributed" articles (i.e. where no or fees are paid to the authors) often suffer greatly from editorial inconsistency. The trick is to establish the editorial policy and "mission" such that it includes a sufficient demographic to be both an editorial and a business success, while not being too broad. That's not easy to accomplish.