Startup cost
$1.0k–$10k
TRUiC Business Ideas
How to Start an Online Magazine
Decision Snapshot
Online Magazine
Idea Score
69
Profit margin
27%
Break-even
4 mo–12 mo
Time to launch
12 wk–36 wk
Demand trend
Stable
5-yr failure rate
—
Capital intensity
Medium
Time commitment
Flexible
Part 1 - How to start an Online Magazine business - Background
Magazine publishers whose work is solely available online create and publish editorial content that might be supported by paid circulation or advertising revenue, or by a combination of both. Online magazines, also known as e-zines or digital magazines, feature articles, photography, typography and graphic layout design that can resemble print magazines. Some blogs are also published like e-zines, with guest post writers and advertising support.
You may also be interested in additional online business ideas.
Our guide is in 3 parts:
- Part 1 - How to start an Online Magazine business - Background
- Part 2 - Our planner tool to see if this idea is the right fit for you
- Part 3 - Action plan to get started
What are the costs involved in opening an online magazine?
You could literally start your online magazine without spending a penny. That doesn’t mean that you should—but you can. It’s possible to build a website for little or no money, or publish on WordPress or Blogger platforms at no cost. You can promote your magazine for free via such social media venues as Facebook and Twitter. You could write all of the content yourself or get others to write for no cost except links to their own zines or blogs. Also, you could shoot your own photos and lay out your magazine with free graphic design tools.
Since your skills are probably sharper in some of these fields than in others, your magazine might not look or read as professionally as it would if you hired expert writers, graphic designers, photographers, illustrators, web developers, and marketing experts.
All of these subject experts can be hired on a freelance or project basis, for rates that might not exceed a few hundred dollars per issue. As your business grows, there might be a point when you decide that the time is right to hire full-time employees to handle some of these responsibilities.
What are the ongoing expenses for an online magazine?
Most of your expenditures will go to the creatives you hire, most likely on a freelance basis, to regularly supply your magazine with content. The cost for this can be as little as an exchange of links and a promo plug to several hundred dollars per article, or more. Naturally, you can expect a higher quality of content (and less time spent editing) if you pay a higher amount for professional writing talent. As with anything, you get what you pay for.
You might also get to the point where you’re able to explore online advertising opportunities or to hire marketing communications professionals to promote your magazine. This cost will vary by the talent you hire and the scope of work.
Who is the target market?
You’ll know your customer profile as soon as you’ve identified your magazine editorial slant. Many publishers start with their own lifestyle interests, hobbies or career fields, because these are topics they know well.
Furthermore, your customers will likely be readers and very involved in the digital world. (Although magazines with a greater mix of visuals and video content can be geared toward non-readers.)
How does an online magazine make money?
Most e-zine income is from advertising. You can either chase down the ads yourself or rely on an advertising app like Google AdSense. Google will figure out the ads that fit the theme of your digital magazine and place them as viewer links. In this pay-per-click model, every time a reader follows the link to the advertiser’s content you’re paid a fixed amount. The larger your traffic volume, the more clicks you are likely to generate, thus increasing your ad revenue.
You can also contact advertisers yourself, but this approach would likely succeed only if you have a niche theme that can cater to companies selling related products. For example, a long-distance running e-zine based in Ohio could run ads for different running shoes stores in Cleveland and the surrounding area.
The more you narrowly you define your subject matter and audience, the easier it can be to appeal to advertisers.
How much can you charge customers?
Most online magazines provide free content. Revenue is generated through advertising. Ad programs like Google AdSense will pay you on a per-click basis for ads that you allow to be hosted on your digital real estate. Check out this thorough explanation of how Google AdSense works.
On the other hand, once your e-zine has achieved wide acceptance in your area, you can explore the possibilities of a subscriber-based revenue stream. For example, noted tech guru Marco Arment got subscribers to pay $1.99 for each biweekly issue of The Magazine, his general interest e-zine, and turn a significant profit even while paying his writes $800 per feature.
How much profit can an online magazine make?
Laurie Pawlik-Kienlen, who bills herself as The Adventurous Writer at TheAdventurousWriter.com, has this to say about the earning potential of her online publication. “Currently, I’m earning almost $300 per day from Google and about $70 per day from Amazon.” Pawlik-Kienlen’s earnings are all through Google and Amazon’s ad programs, giving a sense of what kind of revenue is possible for a successful e-magazine.
Marco Arment, publisher of The Magazine, says that his 25,000 subscribers yields a profit of about $35,000 per month after he pays writers, editors, copy editors, illustrators, photographer and others.
How can you make your business more profitable?
The e-newsletter you publish to promote your magazine can be a separate profit center if you offer links to advertisers with products or services that complement the theme of your magazine. Also, consider putting premium content behind a payroll for subscribers only. If this proves popular, you might choose to, at some point in the future, make your e-zine available only to paying subscribers.
Another profitable venture might be to host seminars, workshops or other events, thus creating networking opportunities for your readership that reflect your editorial focus.
Day-to-Day and Growth
What happens during a typical day at an online magazine?
Your online publishing business will involve the following responsibilities.
- Write or commission content that fits the theme of your e-zine
- Find or commission photography and artwork that complements the look of the magazine and the featured content
- Edit submissions for punctuation, spelling, tone and clarity
- Implement a social media strategy to tease reader interest in current or archived articles and pull them to your site
- Strategize new ways of monetizing your publication, either through ad programs such as Google AdSense, paid circulation or your own space sales efforts
What are some skills and experiences that will help you build a successful online magazine?
Since content is king on an e-zine you must either be a good writer or at least someone who recognizes good writing ability in others. You should understand search engine optimization and SEO keyword placement. It’s also important to be able to collaborate comfortably with writers, photographers and other creatives and to be fairly well versed in digital publishing.
What is the growth potential for an online magazine?
Your income rises with traffic to your site. As your e-zines grows in traffic, it becomes of greater interest to ad programs such as Google AdSense. And at some point you might consider putting a paywall in front of at least some of your content.
How and when to build a team
There are many different types of jobs associated with employment at an e-zine. Initially, you’ll probably wear every hat, but as revenue and your job responsibilities both increase, you will eventually need support.
Your first outside hire should be to cover responsibilities which are either beyond your comfort zone or a time drain. For instance, if you’re more of a tech expert than a content strategist or writer, you might want to keep the web development and webmaster duties to yourself and hire an editor to write and edit SEO-rich content, and also to recruit freelance writers and photographers.
Part 2 - Is an Online Magazine business the right fit for you?
Business Evaluation & Strategy Tool
We'll walk you through the four pillars every business needs: Points of Leverage, Marketing Strategy, Financial Model, and Personal Compatibility. At the end you'll see a personalized report and your action plan below will be tailored to your answers.
Step 1 of 4 — Points of Leverage
Every viable business has natural advantages. Below are common leverage points across four categories. Pick the ones that apply to your Online Magazine business. We've pre-suggested a few based on your idea — review and adjust.
Step 2 of 4 — Marketing Strategy
Without a way to connect with customers, even great businesses fail. Pick the channels you plan to use to reach your customers.
Step 3 of 4 — Financial Model
Enter your monthly baseline costs — the minimum overhead to keep the business running. Then we'll calculate how many sales per month you need to break even.
Step 4 of 4 — Personal Compatibility
A business that doesn't fit your life will fail no matter how good the numbers look. Tell us how this business fits you.
Your Online Magazine Evaluation Report
Complete the four pillars and your personalized summary will appear here.
Points of Leverage
Marketing Strategy
Financial Model
Personal Compatibility
Part 3 - Action plan to launch your Online Magazine business in 90 days
Nine concrete steps to take you from idea to open business, grouped into 30-day phases. Complete the planner above and we'll highlight what's most important for your situation.
First 30 days — Foundation
-
Form your legal entity
An LLC keeps your personal assets separate from business debts and lawsuits — the most common reason small business owners choose this structure. Sole proprietorships and partnerships do not provide this protection.
-
Get an EIN and register for taxes
Apply for your free Employer Identification Number through the IRS, then register for any state or local taxes that apply to your business (sales tax, franchise tax).
-
Open a business bank account and credit card
A dedicated business account is required to maintain personal asset protection. Mixing personal and business finances ('piercing the corporate veil') can void your LLC's liability shield.
-
Set up business accounting
Recording expenses and income from day one makes tax filing easier and lets you see when the business is actually profitable. Use software (QuickBooks, Wave) or a part-time bookkeeper.
Days 30–60 — Compliance & Risk
-
Get permits and licenses
State and local requirements vary widely. Brick-and-mortar businesses typically need a Certificate of Occupancy; service businesses may need specific professional licensing; food businesses need health permits.
-
Get business insurance
General Liability Insurance is the most common starting point. If you'll have employees, most states require Workers' Compensation. Specific industries need additional coverage (product liability, professional liability, etc.).
Days 60–90 — Launch
-
Define your brand
Your brand is how customers perceive and remember you. A clear name, logo, and visual identity make every later marketing decision easier and protect you legally as you grow.
-
Create your business website
Every legitimate business needs a website. Social media pages are not a substitute — you don't own the platform. Modern website builders mean you can launch a clean site in a weekend without a developer.
-
Set up your business phone system
A dedicated business number keeps your personal life private, makes the business look legitimate, and lets you route calls professionally. Cloud phone services start under $20/month.