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| Launching a magazine or building a business plan and its related financial modeling can be a daunting task, requiring an intimate understanding of the publishing business and its various components: advertising, editorial, circulation, manufacturing & distribution, accounting, finance, etc. |
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At Walker Communications we have a considered process which involves the following:
a) a careful review and discussion of your goals and objectives
b) a detailed market and competitive-set analysis so that there is a clear understanding of the environment in which you are planning to launch a magazine and/or target with your business plan
c) a review of our findings and agreement on the broad parameters of your proposed magazine, website and/or business plan assumptions. (For a magazine launch plan this would include preliminary thoughts and agreement about your launch rate base, multi-year circulation path, subscription and cover pricing, publishing frequency; book size, editorial costs, staffing, advertising rates and cpms; and other related initiatives, revenue and cost factors.)
d) development of topline multi-year financial scenarios with rate base and publishing frequency options, ad page and ad revenue projections, website revenue projections; advertising and marketing cost estimates, subscription and single copy sales, related circulation costs, website development costs, editorial costs, manufacturing and distribution costs and administrative/G&A costs
e) recommendations regarding the optimum scenario to pursue and corresponding development of a detailed multi-year business plan with month-to-month p&l’s and cash flow projections etc. including necessary related recommendations re: staffing test mailings, focus group research, and prototype development as appropriate and/or desirable
f) plan modifications and revised financial modeling based on advertiser and focus group research, test mailings, etc.
g) on-going advisory services with respect to staffing, plan implementation and the overall publishing effort |
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