Long-term publications are not just limited to print media, but can be applied to any industry. They are publications with established contracts with advertisers and the flexibility to run the publication freely, potentially maximizing profit. Short-term publications have fixed variables and struggle to find the right balance between fixed and flexible variables.
Long-term publications might bring to mind a newspaper, magazine, or other periodical publication that has been in print for a long time. While this might be a good assumption about what longterm publications are, longterm is actually a business term that can be applied to any industry, not just print. Long-term publications differ from short-term publications not only in the specific length of time they were in print and in circulation, but rather in the conditions under which the publisher operates the publication. There are many stages of publishing, from design conception to printing and all the content and artwork in between. Advertising is also a factor in most short- and long-term publications, whether they are daily, weekly, monthly or quarterly.
When applying business principles to a publication, long-term publications are those without fixed variables. In other words, issues with start-up costs, staffing, and so on have decreased enough that the publisher has the flexibility to run the publication more freely, potentially maximizing profit. Long-term publications have established themselves in the market, have developed long-term contracts with advertisers, and can be flexible in the number of pages they print, the stories they buy, or the in-house and freelance writers they use.
Many publishers enter the market hoping to start long-term releases, but at the same time many short-term releases are intentional. In the case of short-run publications, the publisher knows that there is a fixed time for printing the publication; whether six months or two years. This becomes a fixed figure in the operation of the publication, and then other factors such as advertising contracts and personnel also become fixed. The struggle that many start-up publications face when they hope to become long-term publications is finding the right balance between fixed and flexible variables. When cost exceeds profit and advertising and subscription sales don’t hold up in the long run, the publication can no longer exist.
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