Randeed: Here’s how to launch a magazine called Randee that will be entirely obscure except for an article in the Chicago Sun Times and a link on rexblog. But the owners instincts are correct: you’ve got to generate buzz. I will say this, it’s more than a vaporzine.
“We need that word-of-mouth campaign,” Schollmeyer says. “We need to be that cool, hip thing no one’s ever heard of.” His proposed, Lettermanesque advertising slogan: “Discover the magazine no one in America is talking about.”