This month we bring you an interview with Colored Pencil, one of the bestselling publications on MagCloud. We asked them about the keys to their success, their favorite formats, and what keeps them going. And they really impressed us with their use of adwords, Facebook, MagCloud’s messaging platform, and the MagCloud app. But it’s not just their business acumen that we like; Colored Pencil is a beautiful and high-quality monthly publication that offers readers exactly what they’re looking for: Expert drawing instruction and inspiration.
Q: First, congratulations on being a MagCloud bestseller! Can you briefly describe COLORED PENCIL Magazine?
A: The mission statement for COLORED PENCIL Magazine is “inspiration for the passionate colored pencil artist” and I think that sums it up best. Our goal is to produce a monthly magazine that will excite artists enough to pick up their pencils and create!
Q: How many people are involved in each issue? What’s your production schedule like?
A: We include on average about 12 contributors per issue. We have a 20 day turn around to design, edit, proof, and print.
Q: How do you market your magazine?
A: Most of our audience has found us through word-of-mouth but we also do a lot of contests and giveaways each month—partnering with other companies to cross-promote brands. We also try to optimize our ranking in the search engines in part by using Google Ad Words and taking advantage of Facebook’s target marketing by using their advertising tools and insights to track our progress. Social Media plays a big part in customer acquisition so we try to stay active and involved where we think our artists are.
Our goal is to produce a monthly magazine that will excite artists enough to pick up their pencils and create!
Q: How many different MagCloud products do you use, and is there one that’s more successful for you?
A: We basically order the Standard 8.25×10.75 Saddle Stitch binding magazines. We love that we can have our readers buy direct, link, and even pin our products to their social media pages like Pinterest! Not only are we available in the MagCloud store but also on the MagCloud iOS app. It is great to be able to view all our Sales Statistics to see exactly how much our profit is and where our revenue is coming from.
Q: Do you keep in contact with your customer base? Any tips you have for others?
A: One of the first things we do when we publish is send a notification to our MagCloud followers so they are among the very first to know when the issue is out. We also produce bi-weekly newsletters to promote our magazine and let our readers keep up with all our news, contests, and updates.
Social Media plays a big part in customer acquisition so we try to stay active and involved where we think our artists are.
Q: How do you decide on pricing?
A: Comparative pricing at first was difficult as many magazines at the newsstands were being offered at lower prices then we could but in recent years, as digital has become increasingly popular, not only does it give us a competitive level playing field when it comes to digital sales, but we have seen other print publication prices rise allowing us to compete in print as well. Being a niche magazine also gives you the advantage of having limited competition and being able to pack our pages with content that is highly desirable, giving it a higher value all around. I must note also that the high quality of MagCloud print on their thick 80# paper also makes each of our long lasting issues a collectable!
Q: What do you do besides publishing COLORED PENCIL Magazine?
A: Our Editor-in-Chief, Sally Robertson, started off as a BlurbNation book designer, then turned publisher. Currently we have all of our focus on our successful monthly COLORED PENCIL Magazine.
Q: Any parting words for other publishers?
A: We have heard all the statistics of failed magazines and the difficulty facing the publishing field but with companies like MagCloud assisting you, you can really compete in ways never before possible and take lower costs risks then you ever dared to dream. If you start with a good idea and a passion to pursue it, anything is possible!