You may have noticed the enormous W Magazine at the counter when check out at your local high-end grocery store, but what you may not realize is that the magazine comes from a one-hundred year old publishing tradition. This article briefly covers the history of W Magazine’s publishing, and goes on to detail the current executive team its subscription base.W Magazine is published by Fairchild Publications, Inc. Fairchild was founded in 1892 by Louis Fairchild in Chicago, Illinois. The original intention of the company was to scoop news items related to retail and fashion for print. Around 1900 Fairchild moved to New York. Fairchild describes W Magazine as a read that includes “high and low culture…via rich text and the most intriguing photography of any magazine in the world.”Patrick McCarthy is the chairman and editorial director of both W Magazine and Women’s Wear Daily. He began working for Fairchild Publications at WWD in London writing on fashion and society. Today he is known for allowing mega-stars and celebrities to appear in print interviews telling-all, but perhaps without meaning to. He moved up through the ranks taking on the roles of both Executive Editor and eventually Executive Vice President of both W and WWD.Nina Lawrence has served as the vice president and publisher of W since March of 2005. She had previously worked in Fairchild Publication’s Fairchild Bridal Group, and publisher of Mademoiselle. Her experience covers roles at a number of bridal magazines such as Bride’s, Modern Bride and Elegant Bride. Earlier she was able to vastly grow profits for the “tween’s” publication Disney Adventures Magazine.The magazine offers enormous advertising with a non-bleed publishing size of nine and a quarter by twelve and three-eighths inches. The subscription base sits around 418,778, with monthly newsstand numbers of 44,482 copies. Seventy-eight percent of readers of the magazine are female with the largest group in the eighteen to forty-nine year old range. The average reader is thirty-five and has a house-hold income of $82,353.The size and dynamic covers that the magazine produces month after month means that the magazine is hard to miss as you’re checking out–but next time you do consider the breadth of the chic publishing force behind this high-fashion magazine.
Who Can Write a Book?Is there a book inside you? 81 percent of Americans say yes. With so many people having the desire to see their story in print, why does only a small percentage pick up the pen and write? Maybe it’s because writing and publishing a book seems like such an immeasurable task. But with proper direction, all writers have the ability to see their story in book form. You’re not alone in this venture, there are about 195,000 new titles published in the U.S. each year-is yours next?What to Write?Do you have an expertise which may benefit others? Has your imagination run wild with thrilling mysteries others may enjoy reading about? Or do you simply have a story to tell? If you feel there is a book inside you, the first step to turning your idea into a book is of course, writing it. First and foremost, write what you know. With experience comes knowledge, and you will enjoy writing more when you are familiar with your subject. Later, when you are promoting your book, you will need to be very familiar with the information included to be comfortable discussing your book with potential buyers and others.When you choose your book, the subject matters. Check your resources (library or internet) to make sure the book market is not already saturated with similar books. It’s always good to look for a niche, something new that hasn’t been previously published or puts a new twist on a subject. Make yourself familiar with researching the library or internet; you will be spending many hours there, especially if your choice is to write non-fiction.Avoid a book idea which requires the reader to make notes in the book. Libraries and some booksellers prefer not to carry books which include several work sheet pages because they lose value once written in.Who’s Your Audience?Before you decide exactly what to write, figure out who will be buying and reading your book. If you are writing a family history, for instance, your audience may be limited to your friends and family members, and book sales won’t be a concern to you. But if your plan is to sell your book and make profit, you need to research the market to determine what your audience will want to buy. People buy non-fiction books to learn about something; they purchase fiction books for the pleasure of reading. Consider non-fiction for your first book, they’re easier to write and considerably more non-fiction books are published than fiction. In fact, non-fiction generally outsells fiction by two to one.Half of all books sold in 2006 were sold to people over age 45. Women buy 68 percent of all books sold, so it might be wise to consider targeting your book idea to include a more mature and primarily female audience as well. The highest percentages of books sold were mass market paperbacks and college text books.The following are statistics on what age groups purchase which type of books. Results are based on telephone interviews with 1,001 adults, aged 18 and older.The top three for ages 18-29 were:o 72% – Biographies or books about historyo 60% – Self-improvement bookso 58% – Thriller or suspense novelsFor ages 30 – 49:o 72% – Biographies or books about historyo 60% – Religion and theologyo 60% – Self-improvement booksFor ages 50 – 64:o 74% – Biographies or books about historyo 60% – Self-improvement bookso 59% – Current literary fictionFor ages 65 and over:o 76% – Biographies and books about historyo 58% – Religion and theologyo 53% – Current events books and mystery novelsThe balance of genre choices in the poll included business management and leadership books, classic literature, horror novels, personal finance books, science fiction and romance novels. All rated between 7 and 48 percent. For a complete list visit http://gallup.comHow Do I Put it All Together?Slow down and take writing one step at a time. It may seem like an impossible journey right now, but over time, and following the right cycle of things, you will eventually see your book in print. You can subscribe to a free monthly ezine through Plain & Simple Books (sign up at http://ABookInside.blogspot.com) which walks you through the journey of writing, publishing, and selling your book. But for now…SIT DOWN & WRITE!