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.
Fine Print Blog
Musings about magazines.
I'm a Sales and Marketing Consultant from Sydney, Australia.