Building Circulation for New Magazines (933 words)

E. Daniel Capell, editor of the report, says, "There are really two ways to launch these days: Try it on the newsstand or do acquisition mailings."

In June 1998, publisher Steven Brill (of The American Lawyer magazine and Court TV fame) launched Brill's Content. Its start-up strategy comprised many media, with a heavy emphasis on direct mail—"the most expensive route," notes Capell. (See illustrations on p.128.)