Seems like you have two issues... initial cost to publish a full package and lack of faith in potential advertisers...

So, hit 'em both at the same time.

Reduce the size of the first run and make it a "preview" type... and then try to cut some prices for the pilot advertisers by promising a locked in low rate by being in the first issue.

If the publication gets a good response... then those first faithful advertisers get a great return with the locked in low rate... and the popularity builds trust for the stragglers.

You might even be able to get a little more interest from the advertisers on the front end when you take this approach since it appeals to a competitive nature... no one wants to miss out on a potential opportunity... just make it easy for them to commit.

As far as how the preview edition works... I've seen most magazines take this approach. Limited scope, distributed to targeted audience. If they like it, they'll ask for more and tell others. Maybe you could run the introduction edition at just the "student center" and expand from there.

Final thought... try to encourage the reader to reference where they heard of the advertiser when the visit. Otherwise the advertiser will never know for sure where the "blip" in patrons came from.


Marlin Creek - Idea Seeds
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