New Borns and the Life Cycle of New Magazines… A Grandpa’s StoryApril 26, 2011
I am sure you’ve heard this simile before: “Launching a new magazine is like giving a birth to a new baby.”
Well, I had the opportunity to put this simile to the test this month, and I promise this will be one of the very few times I bring personal and family issues to the blog. But as long as it is relevant, I figured why not?
My second grandson was born April 8. Baby Michael had difficulty breathing on his own (which meant we all had difficulty breathing). So, for ten days or so, the joys of birth turned into the agony of survival; and that my friends, is what led to this particular topic — the life cycle of new magazines.
When I have heard people use the aforementioned simile, I used to take it for granted.
However, I gave it a lot of thought during the past three weeks, and decided to compare human life with the life of a new magazine. After all, I have been preaching and teaching the importance to humanize media, particularly print, for years now. Without any further delay, here are the life cycles of a new magazine:
The Joys and Pleasures of Conception
Consider the A-HA! moment when you get the idea for a new magazine and the pleasure you feel, the joy that makes you rush and share the news about your idea with others. It is the same as the pleasures of making love hoping to conceive and have a baby.
It is the act of conceiving that brings all the joy and pleasure to the couple, the same as the act of coming up with an idea you think is going to be worth a million bucks! Many folks call me or email me daily with ideas they just conceived and want to share the news, seek advice or start the planning process of the “birth” of this new baby. It is rare during this stage that any negative thoughts come to mind. It is all about new beginnings and the joy of the moment at hand.
The Pains of Labor
Giving birth is not as much fun as conceiving. It does not take a genius or even a man to understand that. Women know it and feel it. Giving birth is hard labor, but the pains of labor are an important part of the life cycle of that newborn, whether a human or a magazine. After months of nurturing and tender loving, the time comes to give birth.
The pains of labor are well-documented and need no explanation. Getting that first issue out, meeting the deadlines and hoping all is A-OK are all part of the life cycle. It is the same with the mother and baby. You have to go through the pains of labor before you are able to enjoy and celebrate the birth, which leads us to the next stage of the life cycle of new magazines.
The Celebration of Birth
While the pleasures of conception may last a few moments, the celebration of birth is supposed to last a lifetime. With a new birth, you are only thinking positive thoughts, happy thoughts. Excitement is in the air and all around you. You are so proud of your new baby, new magazine.
You check every part of the baby; you check every page of the magazine. In most cases, you are there at the printer waiting for that first signature to come out from the presses. You hold it in your hands exactly like a mother holds the baby for the first time. Birth means celebration. Your future freezes at the present moment and the world gets reduced to your surroundings and the new creature (baby or magazine) at hand. You do not want any interruptions of that moment of celebration.
Then, as if lightning strikes, reality hits — and all of a sudden, you are not alone. You discover that the joy of celebration is just the beginning to the next step of the life cycle of the newborn — the fight for survival.
The Fight for Survival
It is a jungle out there. There are so many magazines and there are so many babies in the world. You have to carve your own niche. If the baby can’t breathe on his or her own, your entire world stops. You change course and plans. Your new magazine is out, but now you have to put it in the hands of the distributors. The tender, loving care you’ve given your new creation is no longer in your hands. Someone else is in charge.
You feel like you are losing control, and the doctors — the distributors — are in charge of that newborn. The baby must fight for survival. The new magazine must fight for survival.
The big difference here is new babies, thank God, have a much higher survival rate that new magazines. Here is where the similarities end: Survival rate for new magazines is less than two in 10 after four years of publishing.
Thank goodness for human life. We age much better than magazines, but in both cases we have to start the journey of life.
The Journey of Life
As in any creation, life does not stop at birth. Life continues, day after day, issue after issue. The journey of new magazine launches starts slow, very slow, and progresses as those new magazines try to develop customers who count, thus giving the magazine a long journey in life.
Folks in our publishing industry now plan their new launches around the 11-to-13-year life span: Three years to establish the magazine and lose money in the process of building the magazine base; four years of solid growth and money making; three to five years of reaching a plateau and one final year to prepare the demise of the publication.
Thank God the journey of life for new babies is not the same as the journey of life for magazines. The simile ends with the beginning of life. The journey, my friends, is a completely different story. Let the never-ending story begins.