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 Launch Pad: Craft
Frequency: Quarterly Concept: Project-base magazine focused solely on new trends in crafts and art; “The Martha Stewart for Geeks,” according to Newsweek Target Audience: A circulation of approximately 80,000 DIY enthusiasts who are tech-savvy, well-educated, intellectually curious and in the top 10% of household income Questions with Craft publisher: Dan Woods① What is the single most important achievement of your magazine?Have you checked out the crafting category on newsstands lately? There's no shortage of craft-related magazines out there. However, we think there's a an opportunity for an entirely different editorial focus—one that encompasses a broad cross-section of craft disciplines as opposed to focusing on a particular art form. ② What was the most important hurdle you were able to overcome? Overcoming cover price sticker shock and getting people to think different about what they're buying. ③ What was the biggest pleasant surprise? We've been pleasantly surprised to see how much Craft appeals to more experienced crafters who seem to be seeking the same excitement they felt when they first discovered their craft years ago. ④ What is the biggest challenge you are facing today? It's really twofold: Reaching a wider audience through newsstands and keeping our newsstand sell-through up. Then, finding niche crafters and turning them onto a broader view of crafts and crafting, and doing this affordably. ⑤ If your magazine were to be a human, what would he/she be like? A hip, non-judgmental (dare we say naughty?) aunt who loves to break the rules and part with convention, all while turning you on to new techniques and art forms. ⑥ What advice would you offer someone starting a new magazine? Find communities who matter and be real with them. Open up your content to sharing. Open your content to the Web. Provide in-person opportunities for readers to interact with the brand. ⑦ In 2011 your magazine will be... ...The Joy Of Cooking of crafting magazines. IN THE CURRENT ISSUE OF MIN MAGAZINE
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