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Tue, 2013-02-26 23:57 — joef
Quote:
MRH has been international from day one, with almost 40% of our readership outside the US.
Because you can get us over the wire, near instant access is possible when a new issue is released. Paper magazines can take weeks or months to get delivered outside the US.
Being international has always been true with our readership - and as we continue to grow (~105,000 unique device reads in Feb) I fully expect to get more authors from those ranks.
AHA! Or Is It?
Look through the present issue. MRH as it stands right now is predominantly a North American Railroading publication with an International audience.
This is all well and great, and I fully believe there is more then enough support for the one e-zine alone to remain a North American focused publication.
However, this is a publication that does not necessarily meet the International modeler all that well. How often do we see German or British railways in the pages of MRH? To then say MRH is "International" is a bit of a stretch.
Should we then see more International subjects in MRH as it is?
I think that would be a challenge of epic proportions to balance both all of the American subjects and then add on the International subjects [and I may be doing a couple countries a gross injustice by lumping them together and calling them "Europe, but so be it!]. Further, the advertising aimed at the European market would not necessarily be appropriate for the North American continent, especially considering the hurdle represented by languages, currencies, and then [trade] customs, tariffs, taxes, you name it.
Hence, I'm thinking in the future it would be wise if the MRH parent company [which perhaps does/does not exist at the movement] developed an "MRH International" publication with a special emphasis on everything not North American....perhaps while still using the same core blog/forum for both/all subsequent publications.
That automatically gives this new publication a potential readership of the present 100,000+ MRH readers [A huge selling point to potential advertisers], while also exposing those on this side of the pond to the modeling tricks on that side of the pond. How many of us would know that in Germany, there is not an oil slick down the middle of the tracks as there is here, but rather, they're a rusty red? And how ofen do we see work on that side that just blows our minds away?
But here's the crux of the issue: I could not imagine the present MRH team producing not one but TWO publications. They would die! Number one, they'd have to be experts in subjects they don't know - which flies right in the face of what makes a good editor! Second, there would be a new bucket of fish to think about too, such as language translation support, to throw on top of the PDF/fontsize/pagenumber/loading time issues. Futher, the language barrier between authors and potential advertisers would be an issue, as too would be the currency barrier, seeing as how local European companies would probably prefer to pay or their advertisements in euro or pounds.
So rather then adding more sections to MRH, I sense that in the future an "MRH: International" publication would make good sense.
Hence, this new publication would require a subsequent team of individuals, preferably a Publication Manager and an Editor who lives in Europe and thus is able to handle this "European Office." I'd imagine this ideal individual would be bi or perhaps even tri [quatra?] lingual, something like that would be a huge benefit. By and large, though, they'd be well educated in publishing and have the marketing know-how and commercial experience to pilot such a endeavor - they'd be someone like Joe... but on that side of the water... and interested in flying the MRH masthead.
I realize this would be a tall order, but the trick to finding these people is to start thinking about it now, so that when the right person does walk in the door [or you happen to meet them at a convention or an ops session], it's not "I never thought about doing that, and I'm completely unprepared to entertain the thought" but rather, "I've thought about it, and though I'm not desperate to jump on it right this instant or right this year/decade, if the right mind walked through that door, we'd discuss it, and if we were the right personality match, we'd do it!!"
Kalmbach, for instance, had such an opportunity 5-10 years ago, but they were not ready to embrace the idea. So the idea walked, and now that idea is Number 2 in the industry. How does the father ensure the sins of his father do not begret his sons?
Anyhow, it's just a thought...I suppose the first goal is still "Surpass MR in Unique hits" and that is a good goal, but once that's done...then what?