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BILLY HOYLE AINT NO CHUMP

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Posts posted by BILLY HOYLE AINT NO CHUMP

    Ok, I have an idea...

    in supershopper

    Posted

    This is a HUGE task to undertake. I don't know how serious you're approaching this, but just from being on that side of things, I'll offer up some advice.

    I've been writing for Sole Collector for 2 years now, and the complexities involved with getting stories, finding advertisers, getting the magazine even distributed and of course, most importantly, FUNDING are insanely difficult.

    I'm not sure what quality of magazine you're looking at, in terms of paper and cover card quality, but I'd have to assume you'll want to add as much value as possible in such a niche item. Just like shoes, denim has a select audience, and while that audience may also be into higher priced and more exclusive items and pieces in their wardrobe, it's still a major challenge to EVERY single issue make sure you're making it worth someone's time and earned money.

    I'd have to think 2-4 issues is a realistic annual goal initially, but I don't know if going past quarterly would be necessary. Another huge problem is just dealing with internet leaks. When you conceptualize, research and write stories...the absolute worst feeling is an online leak of a shoe right when you go to the printers. In this category, I could just imagine an in-depth story on a brand's next season being featured in your magazine, and 2 weeks before it hits, there's an online feature on a webzine (just a possible scenario). Brands and artists want to get their story out to as MANY publications/media outlets as possible, so basing an issue on one huge topic or brand's upcoming line can be a risky option.

    While the denim world is different somewhat from shoes in this capacity regarding web rumors/leaks, I'd think such a magazine would feature more longform stories on the people, brands and history that denim has. But, how long could this format work? I can just tell you up front, advertisers will be VERY cautious and hesitant. Advertisers don't barely even care what your readers' income is as much as they care HOW many readers they can target. They look at their advertising budget to reach the most people possible. With a smaller, more narrowed readership to start, this is by far the greatest challenge.

    Distribution -- It took Sole Collector over THREE years to be carried in Foot Locker stores. It's still a targeted approach in the top650-1000 stores depending on issue. If you're planning to offer the magazine at traditional stores like Barnes&Nobles or Borders, as we've done since the beginning, you'll also have to be willing to take a loss on unsold issues that they can and will return.

    Finding boutiques and denim stores to carry the magazine will be a key focus for you, but I don't know how seriously you're approaching this. To be honest, if you're hoping to get rich from this or at least make a great living, it'll take at least a few years of hardships, and then even nothing is guaranteed.

    From a cost standpoint, it can cost over $100,000 to print a single issue. Inserts, fold-out spreads and other printing options to increase the value of an issue can cost another $10,000 easily. Just to give you an idea of how many issues you need to sell and what advertising money you'll need to bring in, the cost is enormous up front. Again, going a cheaper route on paper/cover quality will make an impression on readers, as well as lose interest from some, so if you're truly thinking about doing this, it will take a huge capital investment to do it right.

    I think 'jhaime' had the most level-headed response, as the internet truly is a beast for magazines. Another critical thing I'd say is it's better to cover ONE topic or subject well than cover several angles marginally. Just in looking over the list of topics you put together on page 1, it seems as though it would come off as a denim-focused version of Antenna. If you water yourself down to more of a lifestyle magazine, it's impossible to compete with something like Antenna, who has the luxury of Harris Publications backing in, helping with funding/printing costs/distribution/writers/advertising and marketing.

    Feel free to email me at any time if you have any specific questions. [email protected]

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    Evolution of Kixslf thread

    in supertrash

    Posted

    For whoever asked. Yes. Mikey lost about 35 pounds and still has 10-15 to go. He went from wearing XL t-shirts, baller bands, Jordans, and baggy jeans while playing HS Linebacker to wearing skinny jeans, women's purses, and shoes with tassles. Outstanding.

    The Coke habit isn't nearly as expensive once you cut out the junk food budget.

    Oh. And that camo hoody/white blazer fit is TERRIBLE. What in the HELL were you thinking.

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