The trick is usually to study your competitors carefully and then design around them. For example, offer features that your readers want, but that your competitors have ignored. As you begin to design your product, you'll probably find yourself wishing you had endless resources to produce the publication of your dreams. No question, it's tough to create an appealing product that you can afford to produce on a regular basis, since the final package has to meet reader needs and your own bottom line at the same time. Although in a very small company, one person may be both editor and publisher, these two key roles are usually assigned to different people.
Editors handle the readers and publishers handle the advertisers.
Since advertising generates most of the profits for many publications, the publisher is also generally charged with managing cash and creating profits. The editor's primary responsibility is to look out for the readers, by understanding what kind of information they want to have and finding ways to get it for them. No publication can survive without good editors. The publisher's job is to look out for the business, set financial goals and find ways to meet them. No publication can survive without somebody looking out for the bottom line.