Magazine's 'Q' Tips

Folio: The Magazine for Magazine Management, Oct, 2001

"A magazine's 'Q' is a measurement of the degree to which it raises its profile beyond its niche," says Robert Sugar, president of Auras Design. "It's a recognizable, idiosyncratic concept that is not found in any other magazine." If a magazine has strong "Q," it will hold on to readers for years. "But if it doesn't have this kind personality," he says, "that same audience will be usurped by competitors."

Sugar suggests following five "Q" tips to improve a magazine's overall editorial and design, and to keep subscribers coming back for more. (1) Thoroughly outline the mission. Divide the title's mission into broad categories and define the demographics of each, says Sugar. Then develop editorial that caters to those new and different niches. (2) Improve your cover template. Create new objectives for the cover, then assign different graphic and editorial values to those elements. (3) Strategize a personality. If a magazine hasn't already developed a specific character, says Sugar, analyze personality elements and define one--and do it quickly. Personality is integral to attracting and keeping readers. (4) Create editorial initiatives. With the editorial staff, brainstorm and develop annual content that becomes ingrained in the magazine's identity--US News & Word Report's "Best Colleges" issue is an example--and offer specific information or evaluation that is unavailable elsewhere. (5) Make friends and influenc e people. Form relationships with different advertisers, professional organizations, alternate media outlets and readers who can promote the title by reaching out to new potential subscribers.