Let the bad times roll

Let the bad times roll: Yet more warnings about why it’s a difficult time for magazines. This sounds to me like the coverage of the war in Iraq. It’s 75% predictions of why the next day is going to be awful and 25% about how today is not as bad as what was predicted the day before.

For the record, it is ALWAYS a miracle if a magazine is successful. No magazine ever succeeds with ease. It is actually a good thing for good magazines when times are really, really bad, because all the bad magazines and concepts will vaporize.

So, for those of you thinking about starting a magazine, don’t. It’s really, really the worse time ever in the history of mankind. Perhaps in the history of the universe. You need to wait at least 18 months to be sure that your magazine idea has 100% chance of being a hit.