Franchisor Marketing

…Success’ latest incarnation will include motivational tools, executive profiles and stories focusing on the rewards of hard work, including luxury cars and antiques. Publisher Joe Guerriero said Success will target a mid-40s reader with a household income averaging $136,000. The title will have a roughly even male/female readership, compared to traditional business magazines that typically skew more male.

“We found that most of the other magazines address the business side only of being a small business owner,” said editor in chief Gay Bryant. “We want to address the whole life of the small business owner, for example how they dealt with failure, how they dealt with leadership, and how their personal life affected their professional life. It’s more of an emotional, holistic approach.”

One thing that could give Success an advantage over its competitors, which next spring will include Conde Nast’s new business book, is its unique circulation model.

Quantum Media struck a seven-year deal with Florida-based business event firm Get Motivated Seminars to distribute Success free to its 1.15 million seminar attendees who request the magazine. Get Motivated paid Success for 650,000 subscriptions, all of which will contribute to the magazine’s 650,000-circ rate base. (However, high subscription renewals will be key to sustaining the title’s ambitious rate base.) Success will also be sold for $4.95 on newsstands and bookstores, as well as in 77 major metro airports.

“[The deal] allows us to deliver a highly competitive rate base in a highly competitive category,” said Guerriero. “By establishing a relationship with Get Motivated, Success can now go to market with the ability to guarentee advertisers and marketers an ironclad distribution network of small-to-medium-size business entrepreneurs.”

Buyers are intrigued by the magazine’s unique circulation strategy. “The seminar integration creates a different or more personal involvement with the reader base,” noted Rich Gagnon, executive vp, media director for FCB. “Whether or not it’s successful, it creates a catalyst for a different way of looking at business editorial.”

The magazine will publish three times in 2006 and will move to a bimonthly schedule in 2007. The premier issue carries 24 pages of advertising, including State Farm, Monster.com, Wachovia Securities and Hilton.