This Might Not Work

Mistakes made and money lost—the economics of making a print magazine

Sending to my personal Substack for those who may be interested. Apologies for duplicate for those who also subscribe to Geezer!

The second in a series on how Geezer came to be. Have a question about what it takes to launch and run an independent print mag? Leave it in the comments! But first…Go to Geezermagazine.com and use the code SUMMER15 by midnight tonight for 15% off your annual subscription!

It’s 9:27am on Wednesday, July 15.

I’m two lattes in and just finished the final proof of Geezer’s third issue. Every punctuation mark, photo credit, layout choice, and pull quote has to be checked and rechecked. Because this is print—there’s no going back once the ink hits the page.

Issue No. 3 completes my first full year of Geezer magazines. (We publish triannually: November, March, July.)

I’m proud. I’m terrified. I may very well go broke. But I’m making a magazine, dammit. And ask anyone who knows me: Once my blinders go on, it takes an act of Congress to get them off. If there’s one thing I know how to do, it’s commit to a bit.

The cover of Geezer issue No. 2, by the delightful artist and author, Jay Samit.

One year ago

This time last year I was getting the website up, working on the first editorial calendar, and talking with people who knew the print magazine world. I reached out to people like Kade Kritchko, creator of Ori magazine, who connected me with our wonderful art director, Jessie Gallagher.

This time last year I was doing this with a partner. Part of the reason I created Geezer was so that we could make something fantastic together. That didn’t work out.

This time last year the stock I earned over a decade of selling my soul to the tech industry was worth about twice what it is today.

This time last year I had a full-time job. As of a month or so ago, that’s no longer the case.

So, circumstances have changed. But one thing remains—my stubborn belief that people want and need a print magazine like Geezer.

Mistakes were made. Expensive ones

Before the bottom fell out of the software industry stock (a phenomenon dubbed the “SaaSpocalypse”), I was feeling pretty flush. Sure I was a divorced single mom, but my ability to adapt as a writer working in technology left me with a financial cushion rare for someone with a theatre degree from a state university. So I did what any rational person would do: Sell a chunk of stock and sink it into a print-only magazine for Gen X called Geezer. What could go wrong?

BWAHAHAHAHAHALOLOLOLOLOLOLZZZZZZZ 🫠🫠🫠

Friends, mistakes were made. Costly ones. Here are a few of them:

1. We printed 5,000 of issue No. 1 to the tune of about $40,000. It made sense at the time, economies of scale and all. Today, about 4,000 of those magazines sit in a warehouse in Wisconsin, waiting to be called up. Some day, little buddies, some day! Until then, I pay for the storage on a monthly basis.

2. We launched the magazine, but had no marketing plan to speak of. So I paid a publicist $15,000 for a three-month PR push. We got a few bites, but nothing close to approaching an ROI.

3. Shipping costs and taxes show up like sand fleas at a nude beach, accruing stealthily until you’re rife with tiny, itchy, expensive welts.

4. Canada, I love you—but you’re killing me. I was interviewed on the CBC show The Current, which was a wonderful experience (and a successful placements from the PR push). I didn’t realize that shipping to Canada would cost more than the magazine—currently $28 per copy. I lose money on every Canadian order, even after charging $70 US for shipping on an annual subscription.

5. We paid $7,500 to a content consulting company that still hasn’t helped sell one single, goddamn issue.

It’s what Sid would have wanted.

Why I’m (mostly) OK with all of this

Listen, I realize I should have gone into this with a business plan somewhat more robust than: AARP sucks, Gen X needs a print magazine, I’m going to make it.

But I didn’t. And that’s OK. Which I realize is a ridiculously privileged thing to say, but it’s true. Because I have made something that people fucking love. I get notes from strangers telling me that Geezer is exactly what they needed to feel some joy in this world. So if I have to keep hustling all by myself to make this venture successful, that’s what I’m going to do. But I’m going to do it in a much more fiscally responsible way. Obvs.

Here’s what I’m doing now to keep the dream alive:

1. Slashing printing costs by reducing quantity and moving from offset to digital printing. The quality is apples to apples, and I’m only printing 600 (with the option to print 250 more should I need to). The total run cost this time is $14,200.

2. Using Insta and Substack (oh, hai!) to market Geezer like a mofo on my own.

3. Working with people like John Brewton of Operating by John Brewton who get what I’m doing, love the magazine, and genuinely want to be a part of its success.

What I won’t skimp on? Geezer will always be large format (11 x 15), as the size is integral to the experience. And it will alway be a 100% AI-free zone. I refuse to serve up slop. I will continue to pay contributors whenever I can, as much as possible. If I commission a piece from a professional writer who has spent their life honing their craft, that person deserves to be compensated. I agonize over not being able to pay more.

OK, y’all. It’s now 11:31am and time for me to scram. I’ve got a meeting with a web designer who is going to help make Geezer.com a better experience.

The “fun” part of magazine making is over, and now the real work begins. That is, until August, when I kick off editorial for issue No. 4. That’s when the intense, challenging, and addictively creative work begins.

Geezer, I just can’t quit ya.

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