Personal Homepage of: David Francis
This is my personal website. It is a place where I write what I want for people who care to read. It's not private per se, but it is of little use to anyone other than myself, those I care about or those who care about me. You're more than welcome to read the public parts of the site, but don't be surprised if you find yourself scratching your head and wondering, "Who cares?"
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David Francis the Publisher
Tuesday, December 11, 2007
I have written on many blogs and websites about my journey into the publishing business. It was almost on a whim that I decided to take an idea I had been nurturing for years and make it a reality. Having very little experience as a publisher, I could only imagine that it would be difficult; had I known exactly how hard it would be, I may have chosen an easier path. In looking back at the start up of this aspect of my business I can say it was well worth the effort.
Becoming a print publisher involved many lessons. Since this was another “effort on a shoe string,” it was up to me to learn all I could so that I could accomplish the many tasks myself. It is true, I had many years of experience publishing online as a web developer, but other than a few similarities, going to press was much different than publishing online.
As a new business, all of my skills and experience establishing a new brand and business were also needed. There is much more to starting a business than simply choosing a name and asking for money. From accounting methods to sourcing goods and services, there were many issues that needed to be addressed thoroughly and quickly.
I decided to become a publisher in March of 2007 and by June 1st, I had 10,000 copies of a full color, 36 page area events magazine in my driveway. It sported a glossy cover and staple binding to help it look and feel like the guide it was intended to be. It contained more than 650 local area events in a calendar grid that broke down into week, day and hour. It also had several feature articles about events that were taking place in June. Fortunately, it also contained more than 20 paying advertisers who agreed to be in the magazine and even pay in advance.
In the span of two and a half months I not only learned the difference between pixels on a screen and dots per inch on paper, I also learned a new way of computing, new ways of working and the fact that if you really want something enough, you better be ready for some long hours and many challenges. Even my vocabulary changed and I could talk about the difference between heat-set and cold-set web printing, 4 color separations, bleeds, slugs and registration black.
Even as I write this out, I am reminded that at this time last year I had no idea how to bring a magazine to market. I’m far from a seasoned pro, but I do feel a great sense of accomplishment and victory. I had to overcome many challenges and learn many new things myself, but had it not been for some people who loved me enough to help, I’m not sure this would have ever been possible.
Two people in particular are my wife and a good friend. Carrie has also learned many new skills and has pushed herself to overcome her own perceived limitations. She has learned accounting, bill collecting, information gathering, distribution and dealing with volunteer writers. We laugh about it but it’s true, it will take 3 employees to replace her when we are able. Then there is Andy Baker who “forced me” to learn the Macintosh computer and Adobe software. He loaned me one of his computers for the first six issues and was there for me to answer my questions and help solve my problems no matter what. He was also there for me when my emotions where frazzled from dealing with difficult people or issues.
I am grateful for all who helped; the writers, contributors, advertisers and even some who are no longer with me. This would have turned out differently had it not been for the diverse mixture of talented people who helped. Sure, there have been some challenges and there have been those who caused more problems than solutions, but then that’s life and it takes many challenges to make something as great as this happen.
So what’s the plan? We will spend the next year building our advertiser base and growing the magazine in both page count and copies distributed. We are already at 52 pages, up from our original 36, and have hired a salesperson to assist. We will concentrate on managed growth of the magazine and expand the content to include articles about interests as well as special interest stories. As our revenue grows, I will establish a more professional office location and begin the process of building the core team to take some of the burden off of Carrie and I. It’s my goal to shift the many responsibilities that Carrie and I current share to a number of new staff members. It’s only after I can delegate the daily responsibilities that I can consider other products or markets.
As a publisher, I will continually be on the lookout to grow the company. I am considering a few publishing projects such as market specific newsletters and catalogs. I would like to gain a few national accounts to help underwrite the creative team. I’m not sure how I will find these accounts but I will keep an eye open to potential opportunities. I did make an offer to an apparel maker to produce their seasonal catalog as well as integrate the information and layout online in an e-commerce solution. I guess it can be handy to have such a diverse skill-set.
Speaking of web publishing, I have many ideas for the magazine website. Unfortunately however, my time and attention has been focused on the print version. I have been able to draw up some development outlines for the website as well as an interactive method of managing the stories, advertising and other data specific features. I’m not writing about those until I get them online so as to not tip my hand to anyone who may use that information against me. It will be cool, it will be powerful but I need more time to make it so.
So that’s David Francis the publisher. I may revise this as needed and as my publishing company continues to become all that it can be. I’m excited about this business. There is money to be made no doubt, but this first publication has been as much about revenue as it has been about offering my community a quality publication that helps the community grow and prosper.
More to come... that’s for sure!