A Market Of One - Black Enterprise
Black Enterprise Magazine July/August 2018 Issue

Q: I have two great ideas, but I lack the knowledge to see them manifested. I wrote a book. Also, I have an idea for a magazine. I am in college majoring in communications; my previous major was nursing. My book is about my experiences in nursing. The magazine is geared toward a specific market of women. I believe deep in my heart that they will be a success! I am confident God is on my side. However, I don’t know the first thing to do. I would really appreciate it if you could tell me where to begin.
—E. Barbee, Chicago

A: I strongly suggest that you buy and read Drive a Modest Car & 16 Other Keys to Small Business Success by Ralph Warner (Nolo Press; $24.99). Pay particular attention to “Chapter 4: Understand How You Make a Profit” and “Chapter 8: Target Your Customers.” It’s not enough that you believe in your ideas. You have to demonstrate that there are thousands of other people who share that belief and are willing to buy your book or subscribe to your magazine. Once you’ve identified a market of potential readers for your dreams, then the real work begins—getting them published.

For an idea of what it takes to start a magazine, check out the article “Publishing for Profit” in the May 2004 issue of BLACK ENTERPRISE. In it, you’ll find a number of resources to help you learn about the magazine industry. To learn more about becoming a published author, read Writer Tells All: Insider Secrets to Getting Your Book Published by Robert Masello (Owl Books; $14). The author covers everything from developing your book idea to finding an idea agent to how books are promoted and sold.

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Alfred Edmond, Jr.

Alfred Edmond Jr. is SVP/Editor-at-large of BLACK ENTERPRISE. He is a content leader, brand representative and expert resource for all media platforms under the BLACK ENTERPRISE brand, including the magazine, television shows, web site, social media and live networking events. From 2008 through 2010, Edmond was SVP/Editor-in-chief of BlackEnterprise.com, helping to lead the transition of BLACK ENTERPRISE from single-magazine publisher to digital-first multimedia company. From 1995 through 2008, Edmond was chief editor of BLACK ENTERPRISE magazine. He also hosts The Urban Business Roundtable on WVON-AM in Chicago and Money Matters, a syndicated radio feature of American Urban Radio Networks.


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