THE WISDOM:

Some niche publications can serve a broader audience. Oftentimes, the deciding point is whether editors want to give up some of the identifying trademarks of the magazine tailored for a select audience in order to reflect the interests and needs of the mass market?

HOW WE GOT THERE:

We've worked with a number of magazines created for small communities of members or customers. Some of the best-known publications in this country began from such humble beginnings. So when small magazines reach a certain level of success, they beg the question of whether they can sell on the newsstand to a general audience. We've conducted focus groups and quantitative studies that help publishers make this crucial decision.

ACTION STEPS:

In some cases, the findings lead editors to decide against broadening the scope-the magazine would have to change so much that it would no longer serve its original mission. In other cases, sufficient reader enthusiasm exists to take the idea to the next level-determining if the business model for the magazine supports a public launch.