Hi Rob, Thanks for your reply where I totally agree with your first point
what a waste of time arguing about self promotion, now I ask you. But now, at least, back on topic 
My magazine is A5, colour glossy on 115gsm paper, 32 pages and I print 5000 each month.
There are 6 other magazines using the same A5 format but a couple are 130gsm paper and have many more pages. My issue with them is that they have turned into what I call 'Ad Mags' where there is hardly any content and, of course, they'll get put straight into the bin.
When testing with surveys, it has been found that this kind of magazine is kept in the house/office for a few weeks, often until the next issue arrives so, the value of advertising in them out weighs that of the much more expensive newspapers where your advert lasts for one evening and is then discarded.
It's not 'just' 5000 copies, as the fact that people keep the magazines, because of the quality and useful information enclosed, the advertisements get much more exposure and exposure more often than that of newspapers, for example, even though they have higher circulation.
Turning over £7000.00 per month from publishing this type of mag isn't unheard of.
I decided I didn't want my magazine to turn into one of the aforementioned Ad Mags so I purposely charge more for advertising but then turn them into 'features' rather than have tons of quarter page ads.
A lot of my income is 'hidden' by such features. All of the 'advertorials' are paid for by the advertiser.
Yes, I do discount when they make bookings for three months or longer. They also get listings on my websites and a Business Internet Directory.
Add-ons, like Internet marketing of various descriptions can bring extra income, of course.
We know YuDu is a free service but the links stay live and show up on search engine results pages, which is a bonus.
The cost per page is correct for me. My magazine is nothing to do with the franchise company you referred to. They asked me if my magazine could be used as an example of what such a publication could look like and I agreed. It's good exposure for the people who advertise on the front (and back, as it happens) cover.
You mention that I'd be 'hard put' to sell an A5 full page ad at £40
mine sell for £160.00.
Some areas can get higher rates than others. I charge £65.00 for a quarter page while a magazine in the next county to me charges just £45.00.
On to whether it's worth paying for a franchise or licence. When I started out, I joined a company as a franchisee. It was the right thing to do as I'd never published hard copy local magazines before and needed the support, content, printing, accounts, distribution, sales training and all the other things that go into running a magazine. However, after around two years of paying monthly management fees but not needing support, I decided to 'go it alone'. I learned enough to do so.
I could never have been in control of my own business publishing magazines if I hadn't have learned the ropes by becoming a franchisee.
What does the punter get for their money? They're buying a licence to run the licensors system which includes full support, no ongoing management fees, low cost printing, an online magazine production system with accounts, an Internet marketing system with built in add-on business opportunity to offer their customers, a fully functional magazine website with Business Internet Directory, content for their magazines, the expertise of the licensing team, a graphics expert to put their magazine together for them if they choose not to produce it themselves using desktop publishing software, a high-spec laptop computer loaded with all they need to get started, advice and online training with email support, telephone support all day- evenings and weekends, licensor will help sell your magazine if the need arises, current licence price is just £3794 and there's no VAT to pay on that amount at the moment.
All in all they get all the help and guidance they need to start their very own local magazine business with ongoing support and content whenever they need it.
As I stated earlier there are a number of other magazines in my region that are doing very well, some have been running for 5 years or longer. If they weren't viable, which you seem to think they aren't, why are they still going?
I think whether they are successful or not is in the mind of the person who is looking at the opportunity. If you think positively and don't mind the small risk involved to get started, then it's a very viable business that can work and does work for thousands of people all over the UK.
It really can be part time hours for a full time wage, if you like.
The first three or four issues do take harder work, though, but that's understandable.
If you don't think that it'll work for you, then it won't.
I don't need to re-think my marketing strategy, even after your 'most casual scrutiny' Rob, as I KNOW it works, I'm doing it and so are plenty of other people.
The guy who runs the franchising business that you refer to (it's a licence not a franchise but that isn't important here) has had almost 20 years in the business and has run 7 magazines all at adjoining territories in the past. All of his former magazines are still running even after he sold them on.
I stick to my original posting, because it's accurate and honest.
Cheers Rob, a refreshing reply that brought us back on topic.
PS: NEVER give away free ads because someone keeps mags in their shop for you. They get extra business when someone goes into the shop to pick up the latest issue and they often buy something while they're there. Your magazines are free, of course.
