How to grow magazines; what I find works (and what doesn't)

I'm often asked the best way to grow a magazine and for me, the answer entirely depends on a) who you ask and b) what kind of publisher your are. The latest AMAA (ABC) magazine circulation figures have prompted me to ponder what works and what doesn't if you're looking to grow your magazine. 

I've found is it's always a team effort and everyone must play their part (well) for any kind of success. Aside from a relevant, highly appealing product, agility and decisiveness are your friends when it comes to magazine strategy as well as really knowing your numbers (i.e. being commercial). You may have the most beautifully-produced magazine in the world, yet if no-one knows about it - it closes. Perhaps you have the best distribution and the product doesn't hit the mark - so audience vote with their feet. 

So what other factors can contribute to a magazine's success or demise? While this is not a magic formula, I hope it provides some food for thought on where you can focus your time and energy to position your magazine for greater success.

Try More of This

Creating magazines for readers (not yourself)
Being open to (and actually trying) new ideas
Appreciating magazines are a team effort
Rallying goodwill from all suppliers
Knowing your editorial pillars and working them
Understanding your market to an expert level
Having an integrated marketing strategy
Expanding and optimising distribution channels
Creating a plan and sharing it with the team
Doing only that which helps achieve the plan
Sticking to a strong strategy (even when it's hard)
Revisiting failed ideas - sometimes it's too soon
Measuring progress and celebrating wins
Revising, refining and adapting as things progress
Enjoying the process and being passionate

Try Less of This

Making decisions purely on gut feel
Knee-jerk reactions steering the business
Going to print without a distribution strategy
Changing the plan on a whim/without good cause
Obsessing about the competition
Reacting and not having a strategy
Expecting results overnight
Adopting a "build it and they will come" mentality
Theorising and not testing what works
Being unaware of costs or reviewing contracts
Not adapting to change and hoping for the best
Changing distributor frequently