Should I buy an existing magazine or start one?

A magazine depends on its readers and on its advertisers. Buying means you inherit both, with their habits. Starting means you build both, on your own schedule. Deavo does not recommend either one. The aim here is to set out what each route gives you and asks of you, so you can ask better questions. The same thinking appears in buying or starting a print shop.

What an existing title can bring

An established title may come with advertisers who already renew, a name readers know, delivery routes, an archive and a circle of contributors. Ask which of these will stay after the sale. Advertisers who bought from the previous owner may not follow, and the archive may not be the seller’s to give. Treat each as something to confirm, not something you are owed.

What a launch avoids, and what it costs

A new title carries no old printing contract, no inherited disputes and no readers who have drifted away. It also has no advertisers, no list and no track record. Ask yourself how long you can fund production before it pays for itself, and whether you can sell ads yourself. Your accountant can help you plan for that gap.

Questions to test either route

• Can I sell advertising, or do I need someone who can?
• Which contracts and people would I inherit, and can I keep them?
• Does the readership match the audience I want?
• Could I run a print product, or should I start online?