The daily morning journal and courier. [volume] (New Haven, Conn.) 1894-1907, 1901-07-23

magazines, from Boston millionaires tt
ex-cabinet ministers. And a man wht
wishes to start new magazine will
find a financier willing to discuss i
| like any other business. With the ne
| cessary capital in the bank a date s1
months ahead can be set for the publ
| cation of the first number. The bust
ness manager at once engages an edi-
tor, the second important man on d
magazine The editor and business
manager should be one man, but the
combined work could not be borne by
one pair of shoulders, and the most the
business manager can do Is to engage
an editor who will faithfully carry out
his ideas in selecting material. l am
not speaking of an ideal magazine
which should. perhaps. be edited first
and sold afterwards, but of a magazine
which it's promoter and business mana
ser intends shall pay.
magazine must begin printing at
least month before the date of issue,
while a month is not too long to allow
for the setting up and correcting, etc,
of sufficient material to make one num-
Der. This leaves the editor four months
to gather the kind of "copy" that he
wishes for the first number. We will
suppose the size of the magazine to be
one hundred pages, of eight hundred
words each-a total of 12S,000 words. 1t
will be readily understood that the edi-
tors task is not an easy one; it would
be impossible without the help of the
business manager who will insert in
all the leading newspapers and maya
zines preliminary announcement of
the new magazine, inviting authors to
submit manuscripts.
Clever and liberal advertising can in
sure a large sale for at least the first
number of a magazine. Millions of
people buy every month at least one
magazine, and they offer fruitful field
for the enterprising new conner. The
proprietors of a recently started maya
zine spent over twenty thousand dol
lars in advertising 1t before a copy was
issuer, with the result that more cop
les We're sold of the first number than
that of any other American magazine
started. They have also literally ad-
vertised each succeeding number as it
has appeared, and to-day it has
larger circulation than many of it's old
err rivals.
The cost Of contributions, paper,
printing and binding for one hundred
thousand copies of first-class maya
zine of one hundred pages, unillustra-
ted, will be not less than twelve thou
SAND dollars, and may very easily be
more. An illustrated magazine of the
same number of pages will cost at
least fifty per cent. more.
There is very little profit to the pub
lished on the production" Of first
class magazine. 1t costs him, per copy,
very nearly what he sells 1t for tothe
trade. He is fortunate if he makes suf-
ficient profit on the copies sold to pay
for the copies returned by the news
dealers, which are valueless. The pro-
fit of a magazine, of course, lies in its
pages, and out of the price
paid for these must come the cost of
them. Some magazines Of
enormous circulation charge between
three and four hundred dollars per page
fotr advertisements, but the cost or
several hundred thousand
no small item and must be deducted.
A complete copy of one magazine, in
Guiding the advertisement pages, costs
more than it is sold for.
The publisher of magazine has
only one customer-the news company
to whom he delivers all the copies in
tended for the trade which are re-
shipped to the different branch news
over North America. A
is published simultaneously
all over North America. The first de-
livery IS made to the American News
ten days before the date of
and copies are Immediately
sent to San Francisco and other far
Western spoints. With two exception
Ill the big magazines are returnable,
20 that the newsdealer takes no risk in
stocking them. A newsdealer pays |
seventeen to ninet cen cents for a TWEEN
y-five cent magazine, and seven cents !
or ten cent one. The publisher sup |
lilies the company at price about Is
Ter cent less than this, to allow for
heir profit on distributing. In addi-
ion the company charges the publisher
With all the expenses connected with
he returns. This charge amounts to
bout two cents a copy.
The news company is absolutely es-
ential to new magazine, and without
is aid success would be impossible.
is proprietors control the entire news
rade of the country and their expert
nee and knowledge is invaluable to the
newcomer, and it is always generously
iven.
On every magazine you will find
rinted the notice, Entered at
ostoffice as second class mail matter"
,hich means that the publisher and the
ews company have the privilege of
mailing copies at the rate of one cent I
copy. The average magazine weighs