Let’s get directly to the point: most independent print publishing ventures go under because of the costs—in time and money--of production, distribution and marketing. Getting the publication into the hands of the people who might purchase it and who might support the publication’s sponsors takes time and costs money. In fact, getting sponsors and advertisers is nearly impossible without market research, production and distribution of media kits and press releases, simple barter systems such as trading advertising with other business with no money changing hands, and a substantial initial print run. All of this takes lots of time and money. Generating quality content, employing skilled designers, making phone calls, renting space, pre-press, and printing all have high overall costs. When I worked at Pure it cost around two to three thousand dollars in total to run 10,000 copies bimonthly. And this in no way reflects the opportunity costs associated with the many writers, editors, graphic designers, and college interns who provided their work to our magazine for free. Many quality independent publishers do not have  money or volunteer support staff when they start.  Even if they do, a maddening cycle of "advertising catch-22" can easily begin a familiar pattern without skilled and dedicated advertising salespeople.

It usually works like this:

     The publisher cannot attract advertisers if the printed issue at hand contains little or no advertising. The answer from advertising prospects invariably comes back, "Why would I want to advertise with you, when no one else does?" And with no advertising money, and no money of the publisher’s own, the chances of continuing to publish, much less succeeding, are very remote. Money problems plague independent publishers so much so that most start-ups die within six months to two years of inception, depending mostly on how much money they had to begin with. The cumulative effect of this is that actual quality of production lags far behind the creativity and vision of most dedicated independent publishers. 

     Proper advertising also has the potential to increase circulation numbers. As businesses compatible with the general interests of readers place ads, readers will turn to the publication not only for editorial content, but also for the information contained in the ads. With the publication thus sought after, and considered a valued market commodity, the money brought in from the ads can be used to boost circulation and begin a (hopefully) continued pattern of growth. 

     In any case, this project doesn’t need to turn into a series of lessons in the pitfalls of start-up publishing. I only point these things out in order to look towards electronic publishing as an option for independent publishing. Many of the problems mentioned above can be ameliorated in an electronic environment. At the present time, however, there are many unanswered questions. 

     For one thing, the scenario described above involving the relationships between advertising, production, and circulation in print publishing necessarily disappears when we go online and remove the advertiser. On the web today, where it exists at all, advertising strategies and marketing tie-ins are usually packaged with software, or come loaded with a mainstream, increasingly corporate service like AOL. Other advertising "banners" appear on the popular search engines.

• "Do I need any money for my online publication?"

• "My use of advertising to bring in money is without a doubt necessary and justified in print with its built in material costs, but what about online?"

• "Why am I publishing? For enjoyment? To gain exposure for my beliefs and convictions? For profit? For some other reason?"

• "How much of what I am doing is motivated by money? Would I prefer to set a goal of making a living from my published work, or take it up in my spare time and hold a regular job?" 

     A common goal of many independent publishers--and one I will refer to throughout this document-- is strengthening local communities and supporting other local, independent businesses. The independent publisher is in a perfect position to help other local businesses that he or she wants to support in a print environment. The publication can be sold or distributed free at the businesses that place ads. This is mutually beneficial for publisher and advertiser, and very easy to accomplish in print. This is impossible online. How does a publisher put a publication "online" at a local record store or restaurant for people to pick up and find advertising that directs them to other local businesses? Well, they can't.

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