Good question. The best way to find writers is to become as visible and approachable as possible. Attend industry events (ex. Word On the Street), place a listing in the annual Writer’s Market, place advertisements (in other magazines, for instance), consult writers’ associations (such as PWAC), and network. Take note of writing that you enjoy and don’t discount the power of CARD (Canadian Advertising Rates and Data) as a resource that writers consult.

According to a compilation of roles by Masthead, a Managing Editor “is responsible for the magazine's day-to-day operations. He or she sets schedules and coordinates the editorial, art and production departments to makes sure the magazine gets out on time. Also supervises the copy department. Reports to the editor.”

A caution to those who think that publishing a magazine depends entirely on having great content: editorial is just one of the three ‘pillars of publishing,’ the other two being circulation and advertising. This is not to say that editorial isn’t hugely important, because it is. But the project of publishing is actually the practice of making content widely available and this takes finesse.

That being said, there are ways to use your editorial wisely, and successful magazines always build an editorial plan. Make sure you don’t just send out your tons of content willy-nilly. Think about what kind of editorial fits together thematically, what suits different seasons and times in the year, and soon enough you will have created a framework for all your editorial that will be pertinent and comprehensive to your readers.

Knowledge of rights and permissions is important in publishing. Contact Access Copyright to learn the fundamentals. Don’t reprint anything without permission.

If you’re not what is called a ‘magalogue’ (magazine/catalogue) then you’ll want to keep your editorial and advertising in careful balance. Most mainstream consumer magazines contain about 50 to 60 percent advertising, calculated in terms of space. Arts and literary titles often differ quite a bit and some contain no advertising at all. How much advertising your magazine carries depends on your publishing strategy.

Under our membership criteria, Magazines Canada writes, “There must be a clear distinction between advertising and editorial content, and advertising must not be tied to editorial. An average of no more than 70% of the magazine, calculated over a yearly publishing cycle, may be devoted to advertising. Advertising supplements must be clearly marked as advertisement or advertising supplement in compliance with the Canadian Society of Magazine Editors (CSME) Guidelines for Advertising Pages.” Click here for more information on the CSME guidelines. The CSME guidelines can provide a good departure point for understanding why maintaining a good ad/ed ratio is highly important to your magazine’s credibility and readership base.

You don’t necessarily need libel insurance. A good rule of thumb is to avoid publishing libellous material. Libel insurance is expensive and is almost always sold in tandem with other kinds of special insurance like errors & omissions. Instead of buying libel insurance, familiarize yourself with the legal aspects of publishing, and if you’re really concerned about the potentially libellous nature of your material, retain a lawyer who can give you advice.

Why not? A few mock-ups of your new publication will look nice in your business plan, and furthermore, seeing your magazine as an actual product will doubtlessly be educational.

In a nutshell, you need to learn about circulation, the science of finding readers. Keep reading…