From Concept to Cover: A Behind-the-Scenes Look at Trail Builder Magazine
Growing a magazine and media platform from scratch is both exhilarating and daunting. The fact that I started Trail Builder Magazine without funding or backing also means I have very little overhead. We're nimble. As a result, I have the freedom and flexibility to grow it sustainably and experiment along the way.
A couple of times a year, I like to pull back the curtain and give updates about the magazine and this media platform with you. I am also sharing this with you now in anticipation of the release of our next print issue in the next few weeks. So, what is new around here?
First, we just came through a busy few months with two giveaways. These giveaways are amazing opportunities to partner with brands and collectively show our love and support for the trail building community. Many of you are receiving this update because you signed up through the newsletter. Giveaways are great ways to connect with more people and spread the word about this magazine. A special shoutout to each participating brand that contributed prizes to these giveaways! There's no way this would've happened without you.
One of the aspects of Trail Builder Mag I am continuing to work on is growing ad revenue. Writing, photography, and social media are the easy part of launching a magazine. Developing mutually beneficial relationships with brands takes longer. While sales may not sound very fun for many of you reading this, I've come to enjoy it. Why? Often, the relationships we're forming with various brands are highly relational. There's this sense that we're all collectively in this together supporting the trail building community. Some of these relationships have turned into friendships, and I am grateful for that.
One of the questions I receive regularly is when we will roll out magazine subscriptions. Many have expressed interest in this and want to make sure they don't miss out on an issue. It's been slow-going figuring out the best path forward on that. Part of the delay is, again, to continue to grow our revenue through paid ads in the magazine. Ads help cover printing costs as well as paying for the contributors. As I grow this magazine, I've had to eat a lot of the costs myself.
Another challenge with subscriptions is shipping prices. While shipping within the U.S. is easy, many of you live across Europe, South America, SE Asia, and more. Shipping our magazine to Europe costs over $20, which doesn't even include the price of the magazine itself. That's why for international orders, I've rolled some of those costs into the overall price; otherwise, for some, it'd cost $36 (USD) for one issue.
In light of everything I just shared about subscriptions and shipping, I am working on a different kind of subscription model. One that will provide a lot more value beyond the magazine issues themselves. I'll keep you in the loop, but look for something after the New Year.
Lastly, I've been asked repeatedly about opportunities to donate to the magazine. Until now, I've deflected those questions and asked people to support by purchasing a magazine or apparel. If you want to support, you can click the button below to donate. Where do the funds go? There are three primary buckets: (1) printing costs, (2) paying contributors, and (3) operational expenses (website, newsletter, etc.).
If you've read this far, thank you for following along on this adventure. I am excited and greatly encouraged with where everything is headed.
ABOUT THE AUTHOR
Sean Benesh
Sean is the Founder and Editor-in-Chief of Trail Builder Mag. He is also the Communications Director for the Northwest Trail Alliance in Portland, Oregon. While in grad school, he worked as a mountain biking guide in Southern Arizona. Sean also spends time in the classroom as a digital media instructor at Warner Pacific University.
