How to Succeed in Magazine Publishing: A Winning Formula
In honor of Moffly Media’s inaugural A-List Awards (read on) today’s musical post is “Shaking the Blues Away” sung by Doris Day. eMail readers need to log-on to listen.
The other evening I had the pleasure of attending an inaugural awards event created by Moffly Media, a local magazine publishing company here in Fairfield County, Connecticut. It turned out to be one more step on a successful path that is keeping the company growing as other publishers are shedding titles and even closing their doors.
The A-List Awards brought back a touch of glamour that hasn’t been seen or felt around here since the onset of the Great Recession. It was done just right; not over the top. And, the awards were perfectly targeted to the advertiser and subscriber base of Moffly’s décor title, atHome Magazine. The well-produced program recognized the top area talent in interior and landscape design and architecture.
It was a great strategic move. And it was handled with sensitivity given the fact that we’re not quite sure we should be celebrating yet. But it sure felt wonderful to all who packed the landmark Westport Country Playhouse. The event benefited a fitting organization – Habit for Humanity of Fairfield County – which made us all feel better about feeling good!
The evening aptly demonstrated the concept at the core of Moffly Media’s success – local community. The family-owned operation began in 1987 when Jack Moffly retired from a 33-year career with Time, Inc. He and his wife, Donna bought the 40-year-old Greenwich Review and ran it as publisher and editor respectively.
They changed the name to Greenwich Magazine. They made it a beautiful glossy dedicated to the upscale Greenwich lifestyle and the singular people who populate the town. Most of all they contributed to the fabric of the community through their personal involvement in its life.
Using the same uber-local approach, Jack expanded into other towns with Westport Magazine, New Canaan-Darien Magazine, Stamford Magazine, as well as atHome. In 2007 he stepped down as publisher and turned over the reins to son Jonathan Moffly, who had joined the family business in 1998. Jonathan was involved in the expansion of titles over the years and since becoming publisher has added online, events and custom media divisions.
Moffly Media has been bold in trying new things, yet it’s grown in measured steps that maintain its basic values and leverage its capabilities. If something works, they apply it elsewhere. For instance, a larger-format private label magazine it developed for a client was so stunning that it led to a re-design of atHome in the same mold.
The company hires top people who are knowledgeable about the towns in which they work and/or their areas of specialization. For example, it tapped Camilla Herrera, longtime features writer for the Stamford Advocate, as editor of the new Stamford Magazine when she became available after newsroom cutbacks at the daily. And James M. Gabal, another Time, Inc. vet recently joined to head Custom Media.
The Moffly’s are terrific business people. They know how to add value for advertisers. The A-List Awards are a perfect example, as are the quarterly DesignDistrict evenings they run to showcase advertisers in the towns they serve. Print and online advertising and sponsorships are another way. They understand PR, too, and the behavior required to maintain a stellar reputation.
The Moffly team seems to share a sense of humanity and respect for all its constituents – readers, advertisers and the advertising/PR/marketing agencies who interact with them. They’re good folks. And it’s nice to see good people succeed!
Other publishers – even those who put out national titles – can learn from Moffly Media’s model. Each audience is, in essence, a ‘local community’. Treating them as such works in print, online and in person everywhere.