10 Hot Tips for First-Time Publishing, by Cheryl Woodard

Often such people spend most of their time worrying about how their product will LOOK, not how it will appeal to readers. Sadly, more than two-thirds of new publications started by first-time publishers flop within a few months. Take these steps to increase the odds that your own publishing ideas will succeed.

For a small publisher with limited resources, the best strategy is to stick to a subjectyou already understand very well. If you really know what you're talking about, then your content is probably going to be useful to its readers. In addition, you'll find it easier to manage your publishing business if you have a deep connection to your topic.

The worst mistake people make is this: They concentrate on what they want to WRITE, not on what their audience wants to READ. Great communicators listen as well as they speak. So, give your customers plenty of opportunities to tell you what they think. For example, use chats and online polls or e-mail to solicit their comments and suggestions. And study the information habits of your audience before you design your publication: Make sure you deliver a comparable mix of features they're used to finding at other websites or magazines.

It takes money to find new readers and earn their trust, so look for people who will need you years from now as much as they need you today. Within every subject area, there are people with transient needs and people who remain interested for the long haul. For example, you can concentrate on divorce lawyers not individuals going through a divorce.

Experienced people can help you learn quickly, and the quicker you learn the publishing trade, the sooner you can expect to succeed. As soon as you can afford to do it, hire people with publishing experience to advise you. Meanwhile, you can get excellent advice for free from people right in front of you like your printer, website host or banker. If you come across someone you respect, don't be shy about asking them for business suggestions.

Don't reinvent the printing press. Study other publications and get to know other publishers. One fast way to master the business is to study what's already working for other publishers. For example, collect media kits from other magazines and websites, or renewal promotion letters from other newsletters, and see if you can borrow some good tactics from them.