Week 3 The Art of the Elevator Pitch/San Francisco Magazine
This week we’ll look at what a magazine needs to survive and how to present a good elevator pitch. At 5 p.m. we’ll meet San Francisco Magazine Editor-in-Chief Jon Steinberg. Here’s the agenda for today’s class:
Quiz on Chapters 3 and 4
The three-legged stool: Advertising, Circulation/Audience, Editorial.
Steps for identifying a good subject for a magazine:
- Find a niche that’s not already filled.
- Consider the audience — be specific.
- Think about products and services that go along with this topic/audience. It’s hard to have a successful magazine without advertising.
- Consider multiple streams of revenue in addition to advertising.
- Get the word out to your audience.
- Build a relationship with readers — provide not just what they want but what they need.
Case study: Misadventures
- Named one of the hottest magazine launches of 2016
- Advertisers/sponsors: outdoor gear for women, trips, snacks, outdoors stores like REI; lot of opportunities for sponsorship
- No other magazine like it
- Staff is passionate about the topic; readers are too
Multiple streams of revenue:
Example: The New Yorker
- Circulation (print/digital)
- Advertising (media kit)
- New Yorker products (posters, cards, beach towels, mugs, umbrellas,etc.)
- New Yorker Radio Hour podcast
- Mobile app
- 1994: started as Voice of Montreal
- 1996: drops the O and changes name to Vice; launches Viceland website
- Late 1990s: moves to NYC
- 2002: Vice UK
- 2006: documentary, TV, feature films
- 2013: HBO show, Vice News
- Shane Smith interview
- City Guides
- Vice Video
We’ll also talk about what a magazine needs to survive and how to craft and pitch an idea in preparation for your magazine elevator pitches next week:
- Defined audience
- A need/needs that are not being met
- Products/services to sell to this audience
- Unique selling proposition — how is your magazine different from others out there
- Editorial content
THE ELEVATOR PITCH
Make your Pitch Perfect: The Elevator Pitch