I thought I’d start things modestly. There’s plenty more to come, including reviews (of both classic and new magazines), stories, trends, discussions, commentary and news.
First off, however, are my Ten Magazine Commandments. Print them out and stick by them, or disagree violently (but wittily) in the comments box. And we’re away.
Make a magazine for your readers
Not the PR people, not the advertisers, not the editor-in-chief.
Be true to your format
If you’re digital, be digital. Don’t try to be clickable, moving paper. If you’re paper, be paper. Don’t try to be a printout of the internet.
Be different from the competition
Being first to a story isn’t being different, different is being different.
Make sure your public can find you
Sell it, give it away, put it online. There’s nothing more frustrating – and more likely to die young – than a magazine I love but can never find.
Surprise and challenge your readers
Give the people what they want, then give them what they don’t know how to ask for.
Know what you don’t do
And then never do it. If you don’t know where the line is, it’s probably behind you.
Make every issue a collector’s issue
Passionate readers will keep their favourite copies on the bookshelf / next to the lavatory for years to come. Be that magazine.
Editors: learn to be visual. Designers: learn to love words
And then talk to each other.
Reward dedicated readers
You’d be amazed how many people notice jokes in the credits, flipbooks on the folios, regular messages in the small print. These people are your most dedicated readers, give them treats.
Actually, that’s only nine. Add yours.
