How not to launch an online magazine


Step 1

Spend so much that there’s no way your site can justify your outlay within, say, ten years

Step 2

Kill it after 18 months and then act all surprised that you couldn’t make the overhead you committed to in Step 1, above.

Step 3

If you are the MSM, repeat this process over and over and over again.


This is why small sites that slowly bootstrap themselves up to success will almost always best their bigger brethren. (Big sites that create sub-brands can also succeed in the same way.)


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