For every successful magazine like Newsweek, New Republic, New Yorker or US News and World Report, there are literally hundreds that start out with high hopes and optimistic expectations and then disappear without a trace. In fact, according to Dr. Samir Husni, a magazine consultant and chair of the journalism department at the University of Mississippi known in the industry as “Mr. Magazine”, 90 percent of new magazines fail. Seventy percent never make it past the first issue.

Husni, quoted in a recent article in Entrepreneur, says, “There are currently 20,000 consumer and trade magazines in North American, and roughly 1000 new magazines are launched every year.” Just since March, new publications include Dapper, UNEQ, Classic Country Life, National Geographic Little Kids, Be Well, Stock and Custom, Good Food, MMA (Mixed Martial Arts)Worldwide, Sew Stylish and First Home. According to statistics, it’s a fair bet that only one will be on the newsstands in a year.

In 1987, Chris Holman was a sales and marketing consultant operating out of Lansing. While calling on a client in Kalamazoo, he picked up a little magazine called Kalamazoo Business Digest. The possibility of publishing a similar magazine in Lansing led Holman to a visit with the owner of the franchise rights for Michigan. He was more than willing to sell Holman the Lansing franchise. But the fit wasn’t quite right. For one thing, the corporate headquarters on the East Coast reserved the right to determine the monthly themes which would remain consistent throughout the franchise. For instance, if Kalamazoo’s monthly theme centered on auto parts suppliers, every Business Digest throughout the state would focus on that same theme.

Holman says, “The other thing that I was uneasy about was that a business or organization could buy the right to the cover story. I wasn’t comfortable with the lack of editorial independence.”

However, the idea of a magazine for and about the Lansing business community stayed with him. After talking with several publishers and being met with less than overwhelming enthusiasm, Holman decided he would do it himself. He began meeting with Lansing leaders to gauge local support. One of those he consulted was Joseph Reid, now Chairman and CEO of Capitol Bancorp Limited.

At the time, Reid was practicing law, had started one bank in Lansing and was just starting the second of what are now 51 banks throughout the United States. He remembers, “Chris talked with me about his ideas for starting this new magazine. He was incredibly well-organized and had an excellent business plan already written. I suggested that he continue to talk with other local businesses to get their support for his venture.”

He continues, “As I anticipated at the time, the magazine has been a great success. It has had an incredibly positive effect on Lansing and has become an important part of the community. Chris’ efforts on behalf of local businesses are admirable.”

According to Jane Briggs-Bunting, Director of Michigan State University’s School of Journalism, “To succeed, a magazine needs to have an editorial mission that is clear and well-focused. Appealing to a good demographic and attracting reputable advertisers is essential. Because of the Internet as well as current financial pressures, magazines have a tougher time surviving in today’s marketplace. For instance, Sports Illustrated wasn’t successful until its fourth year of publication. Today, magazines don’t have that window of opportunity.”

The Greater Lansing Business Monthly did succeed and has grown in both depth and breadth over the years. Originally headquartered in Mason, the offices are now in downtown Lansing. Every month, close to 10,000 magazines are printed, and it is estimated that three or more people read each issue with the majority (92 percent) of the readers keeping a copy of the magazine in their offices for up to three months. Research has shown that nearly 99 percent of readers state that seeing a business featured in the GLBM has a positive impact on the likelihood of doing business with that company.

Each month, the articles in GLBM focus on a segment of the local marketplace. According to Editor Heather Galecka, “We have an editorial advisory board that meets quarterly to determine themes for each issue.” The names of the board members are listed on page four of each month’s issue.

Vice President of Sales and Marketing Stacy Adado adds, “We want to cover a good variety from different industries. We may revisit themes over the years, but, despite the fact we’ve been doing this for 20 years, we never run out of stories!”

Says Holman, “We can’t write about everyone so we look for companies that are representative and reputable. We have a consultant who helps us choose the businesses and organizations we cover.”

He continues, “I’m proud of the magazine and proud of the fact that we have built something that has lasted. We focus on positive stories about Lansing and the fine people who make up this community. We maintain our editorial independence and have established a strong foundation of loyal readers and advertisers.”

According to Adado, “When I first came to work here 13 years ago, we hosted maybe four or five luncheons a year for our advertisers with perhaps 40 or 50 people at each one. Over the years, we have started to hold larger events with greater attendance. Networking luncheons with guest speakers, informational seminars and showcases, holiday and other special events; these events have now become part of our mission.” (For a complete listing of upcoming events, see page ______________________.)HEATHER: I ASSUME YOU WILL BE LISTING EVENTS IN THE MAGAZINE SOMEWHERE

For 13 years, GLBM has been presenting the Entrepreneurial Awards of Greater Lansing, recognizing the achievements of mid-Michigan entrepreneurs. Besides the honor of receiving the awards here in Lansing, several honorees have gone on to receive recognition on the state level.

Employees besides Holman, Adado and Galecka include Joanne Tyes Briseno, a former intern who stayed on to become assistant editor and sales executive, and Brandi Jones, a Texas native who now serves as GLBM’s office manager. Roger Boettcher has been a photographer for the magazine since its inception, and, in fact, has shot all but two of the covers in the last 20 years. Photographer Terri Shaver also takes photos for the magazine. Besides regular features written by business professionals and by the staff, the magazine also employs a group of freelance writers.

Holman emphasizes that the magazine’s commitment to Lansing extends far beyond their day-to-day work. Everyone on the staff is involved in community activities and volunteers their time for various charitable endeavors.

And as to his own activities other than GLBM, he’s busy enough that it would seem he might somehow manage to be in two (or more) places at once. Besides being a small business advocate in any number of venues, he has had a long-running radio show as well as a statewide syndicated radio show, Michigan Business Beat, and serves as business editor and business beat reporter for WLNS, Channel 6. He also teaches at MSU and serves on numerous boards and committees. Just in the past few years, he was honored in 2005 as Distinguished Citizen Honoree by the Boy Scouts of America, also in 2005 as the South Lansing Business Association’s Citizen of the Year and received the Master Entrepreneur Award in 2004. He has just been named Small Business Advocate for the State of Michigan by Governor Granholm and is traveling throughout the state in this roll.

However, Holman says, “Our success has been our people more than anything else. We bring a wide variety of perspectives to the issues we cover, and I certainly appreciate the hard work and talent that everyone who works here at the magazine brings to the table.”

The past 20 years have brought challenges as well as opportunities to Michigan. Through it all, the Greater Lansing Business Monthly has been working to bring the “good news” to its readers. As a chronicler and an advocate, the magazine will continue to serve the community in the years to come.