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 Launch Pad: The American
Frequency: Bi-monthly Concept: Modeled on Henry Luce’s original vision for Fortune magazine to survey the scope of American life through the lens of business and economics Target Audience: Businesspeople with an interest in public policy and culture Questions with The American publishing director: Sam Schulman① What are you proudest of?Showing that a magazine of high editorial quality about business could be executed with fewer than 10 editorial and art people, could attract an audience, press attention and strong advertising support. ② What was the biggest hurdle you were able to overcome? Getting a hearing from the advertising community. ③ What was the biggest pleasant surprise? How comparatively welcoming the news industry—up and down the entire distribution chain—was about taking on an ambitious new, but comparatively small publication. ④ Biggest challenge you are facing today? Expanding our publication’s audience without succumbing to the temptation of spending vast sums of money on risky audience-building investments. ⑤ If your magazine was personified by a human being, what would he/she be like? An experienced, successful businessperson with an entrepreneurial bent who is likely to be inspired to make imaginative business decisions. ⑥ What would you say to someone wanting to start a new magazine? Make sure you know who your audience is—almost by individual name—how big it is, and how you are going to reach it. Do a reality check: Does it really exist, or do you simply wish you lived in a world where it does? ⑦ In 2011, your magazine will be… Essential intellectual equipment for business and political figures and individual investors not just in this country, but worldwide. IN THE CURRENT ISSUE OF MIN MAGAZINE
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