You are David facing a Goliath of distributors, retail chains, and competitors. Print fewer copies than you think you need to start and send distributors fewer copies than they ask for. This is especially true for large distributors, some of which charge you by the pound for taking on your title and are, therefore, incentivized to ask you for many times more copies than they will actually sell. The second hard truth is that you will initially have an exceedingly difficult time selling ads due to the low circulation of most independent magazines.
By now, you are starting to see the picture that running a magazine is more complicated than putting stories to paper. The reality is no independent magazines survive on the traditional model of magazine and ad sales. Consider what differentiates you from other publications for a particular set of business customers. Monocle realized it was its high-income audience and has used advertorial content to position brands for its readers.
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Answered 3 months ago

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