Reinventing Publications

Two decades ago, during my first startup experience right out of college, I took on a role in launching a new magazine. Back in the mid-2000s, print magazines still held significant appeal. With a fresh degree in English Literature, I found myself working with a successful web entrepreneur who was eager to create a hybrid digital and print publication and appointed me as the magazine's editorial director.

Just a week into the role, I reviewed the draft for our July issue, which was saturated with content about summer barbecues and Independence Day festivities. I thought, "Is there anything less original?" I felt we resembled every other magazine and believed we needed to stand out as a startup.

In a fit of inspiration, I decided to eliminate all holiday-themed content. Our October edition would not mention pumpkins, our November issue would avoid any reference to turkey, and red would be banned from our December cover. "We're going to redefine what a magazine is," I told the team. "We'll focus on what is truly interesting and valuable, not dictated by the calendar."

Fast forward six months, and our magazine was struggling. I had to reverse my decision and reintroduce holiday themes just in time for our Valentine's Day issue, hoping it would revive interest. Spoiler alert: it didn’t.

Anchors, Not Constraints

While I shouldn't solely attribute the failure of the magazine to my misguided decision to exclude holiday themes, it certainly didn't help. The mid-2000s marked a shift in media consumption; platforms like Facebook were gaining traction, and traditional print media was on a decline. Adding a few festive recipes likely wouldn’t have turned the tide.

However, I often reflect on that choice. While it wasn't the sole reason for our failure, it contributed to the problem. Thematic elements are not mere clichés that stifle creativity; they serve as anchors that provide direction and coherence. This principle applies to various industries as well. Strategies that seem clichéd exist for a reason: they are effective!

Take the Super Bowl, for instance. Companies spent $7 million for a commercial spot during the 2024 game, not out of laziness but because they recognized the opportunity to reach an audience of 120 million viewers. If your target demographic aligns with Super Bowl viewers, the only reason to skip that $7 million investment is if it’s beyond your budget. If you can manage it, it’s arguably the best marketing expenditure, even if others are doing the same.

Successful entrepreneurs grasp this concept. They don’t shy away from effective strategies simply because they may appear unoriginal. Instead, they focus on what works, opting for simplicity over unnecessary complexity. While this might not carry the allure of being labeled a visionary, it is a straightforward and effective strategy—two essential qualities underpinning true entrepreneurial success.

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