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Barasch, a patent attorney and owner of in invested “several thousand dollars” of her own money to creates . About 1,300 copies of the first issueswere distributed, free of charge, to area She said she started the bi-monthly publication because she saw a need for a “directr method of communication” between the area’sz technology companies and the attorneys, insurers, banks, nonprofit s and others eager to reach Her hope is that the targeted naturr of Tech Professional will help the magazinse survive in a difficult economy, when advertising dollars shrink.
It will not be According to the , an arm of the New York City-base d Magazine Publishers of America, magazine ad revenue fell 7.8 to $23 billion, in 2008. Ad pagee fell 11.7 percent. In the fourt h quarter alone, revenue fell by 14 percent and pages were down 17 percen t as compared to ayear “Getting advertisers in this economy is Barasch said. “But I’ve gotte n a good response so far, so I’j excited.” At the same time Barasch was startingTech Professional, Liam Sweeney, a formert musician and published author, was introducing the firstr issue of Capital Flip.
He said he had originall envisioned theonline publication, whicyh celebrates the “underground music, arts, writinhg and political scene in Albany,” as a print but quickly realized the economy was not on his “In the late ’90s, early you could get people to go along with a new Sweeney said. “But now you need to be at a certaij level to get them to It is like the economy is having a gatekeeper He also found productioncost prohibitive. “The cheapest rate I could get, in Canada, was $3,6500 for 1,000 copies,” he “At $3.65 a copy, you’re asking people to pay $5 for a People don’t have $5.
” So Capital Flip will be onlines only, at least for the foreseeable And for thefirst year, while Sweeney fine-tunes the producf and builds an audience he can show space is free. “It doesn’t cost me any more to add anothefpage online,” he said. Barasch said she used her networkingg contacts, and kept rates to attract advertisers toher magazine. The initial, 16-page issue contained 10 outside ads. She said she believeds advertisers were willing to give Tech Professionalo a chance because they saw the valure in getting their message out to the entirestech sector, from struggling young firms to the big and “unreachable.” All are on her mailingy list.
Still, she knowz that her endeavor “may not be as profitable as it wouls have been inthe ’90s.” It is not only new publicationxs that find it harder to attract ad dollars. The PIB’s 2008 report listes declines at , Time, Glamour, People and a number of othe popular publications. “There is no denying that this is a touguh time forad sales,” said Vikki co-publisher of Capital Region Living, a Delmar-based gloss y lifestyle magazine that has been publishing for five Moran said sales at the free-distribution monthly are off “a bit” but could not provide a figure.
“On e month may be down 20 percent, the next is flat, the next up a but overall isdefinitelu down,” she said. At the same time “we’ve been slappefd with a number ofprice increases,” for papee and production, but have not raisesd rates to cover the added expense.
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