Does your magazine's name do its job? - Small Magazine Workshop

Folio: The Magazine for Magazine Management, August 1, 1993 by Joseph E. Daniel

Maybe I'm selling out. Small magazines should be exempt from the lowest-common-denominator factor of mainstream publishing. Maybe if I just hang in there for five more years there will be enough people familiar with "the Buzzworm" to sustain a profitable readership. But then again, maybe if I had called it Earth Journal or Eco Living or Environment Today to begin with, we'd already be an institution. I really don't know, but I suspect in the long run my allegiance to the name will be weaker than my desire to succeed. Watch your local newsstand for the outcome.

Joseph E. Daniel is the founder and publisher of Buzzworm, a five-year-old independent environmental magazine with a circulation of nearly 100,000.