Ed Simpson, publisher of Home Business News, wrote and published book called Cash From Your Computer in 1987. It featured vignettes about small businesses using, featuring, or organized around small (home) computers. In one section, he wrote about Rick Duncan, publisher of T/S Horizons.
Rick Duncan is the owner of T/S Horizons, a publication for owners of Timex computers. When Rick’s monthly magazine was only a few months old, even though it wasn’t printed on slick paper, T/S Horizons had already attained a good degree of success.
T/S Horizons initial marketing effort consisted of a direct mail package to 200 potential advertisers. These advertisers were producers of Timex related products who advertised in other magazines. This initial mailing brought in over $1,000 worth of paid advertising– a very good income for only 200 letters. This is a fine example of starting a business with a low initial outlay of capital.
Mr. Duncan attributes his success to the following:
- He was able to target his market effort to a specific group of potential advertisers and subscribers by targeting his publication to one brand of computer.
- He did not start with a magazine that was expensive to produce. This allowed T/S Horizons to have low ad and subscription rates.
- The magazine has a quality appearance and content.
If you can incorporate these same type of qualities in your product or service, you will have taken a big step toward success.