RL#2 Tonight I upload files. I have to say, reviewing this thing in PDF form, it's wild, I mean I've seen these images too much, seen them over and over and over, but something happens when they hit the PDF book form and it takes on this other quality, it gives you a closer feel to what the finished product will be like. That we've already been through issue #1 and I am now VERY confident with the printer's abilities. I am excited for #2 to exist in physical form, the collection is pretty amazing. The size should also send a message, it will feel even more substantial, the price of $10 for what someone is holding should seem an even greater value. Seriously, for those of you who will be doing shows and plan on having copies to sell, do yourself a favor and pick up another magazine to take along as a comparison. Just about anything you could buy on a newsstand, hotrod, bike, tattoo mag... at their current prices... side by side to issue #2 of Retro Lovely should make our $10 cover price look like a bargain.
This size is not without a price. Shipping. I do not yet know the final per book weights. I do know they will exceed the 14 ounces that means they go to customers priority mail but where they averaged $1 in shipping in large quantities to those of you who needed them, it is certain they will cost a bit more to ship this time around. I will determine this as soon as I have them. On that topic I have to also state I will need to be much more adamant on timelines and schedules with future issues. Content, some review and changes has this about 2 weeks later than I wanted. In order to have some copies for people with events early in July this has me paying a premium to get some copies for their uses. This did not have to be this way. SO with that, I will list a schedule for issue #3, it will be strict on dates. In the future I will also not get wrapped around trying to have a run be ready in time for any events. It's simply not practical at this point.
Pinup Syndicate I wanted to mention, this newsletter is also finding its way to some new parties interested in joining the ranks of the Pinup Syndicate. It is long overdue that I update that info and get a crystal clear page up on the website outlining how that works and how being included in issues of Retro Lovely works, how it came to be, what the original intent was. So not to get too into all that here I won't, simply to say it's coming, and for those new people ad for the reference of those newly arrived I have begun archiving old newsletters, there is a link to the top right of this mailing. For newer people, reviewing these will provide some background, provide ideas and give an idea of how this works. With 2 issues under belt we have a track record. In talking with many of you I am happy to learn the Syndicate / Association with Retro Lovely has helped quite a few of you sell out shoots, enhance your visibility, make networking easier. Steve from Kaperture Portrait Studios and Rob Neill leveraged it to gain access to shoot at some events recently, in Steve's case one of those very images will be in RL#2 and there is tons
FTP and Gallery Comments Many of you with issue #2 humored me and provided files via FTP and used the proofing galleries commenting capability to provide info and feedback on the pages, THANK YOU SO MUCH, The only way I can express how well this works and how much time it saves me is to set a firm policy that this is how is MUST BE. As in I am close to saying I won't look at work sent via e-mail, as in if the credits don't land on the proofing pages comments... they won't be included or possibly even the page won't print if it's not "signed off on". Doing it this way has in several instances revealed problems, omissions, typos. It keeps me from wading through e-mails and trust me I am drowning in them.
ISSUE #3 Issue #3 should be a big issue. And I'm not talking page count, but I also bet there, it is going to be tough for us to keep it at 100 pages (again). But more I mean BIG in the timing. I think we should plan on it being out in October vs. September. RL#2 has shown me we need more lead time. I consider #3 to be very strategic as well as it will possibly be the last one we can get out in 2010.... Which also means we end up quarterly vs. my notion of bi-monthly. More on that later, we need to continue to do a good job vs. get ahead of ourselves and fumble. So Issue #3 will be the one prime for advertisers of annual calendars and prime to be a terrific gift item, moreover excellent for everyone to think in terms of things they might offer product-wise that could also be marketed. I think I'd like it in hand and shipping mid-October, which means it should be at the printer by mid-September, which means we should be putting it together by the end of August. And that means we need to be identifying content at the beginning of August. Many of you who have been in issues #1 and #2 know that space is earmarked in concert with our promotional efforts. Again I will get a map, crystal clear included with the Syndicate info on how space is determined.
Retro Lovely Taboo Edition Next week I plan on hitting the staging of this seriously. Initial indications are now such that this will happen. Timeline on it is another matter but it will occur. There are some decisions to be made on a target product, page count etc. I am thinking it be no-advertising, somewhere around the size of RL#1 so shipping can stay in check and basically arrive at a schedule for content and cost. This project will be fully a partnership. Anyone interested will be buying their space in it. My goal is to set it up that out of the gate that $ amount per page is the worst case scenario on costs and that as we ramp up and possibly pre-sell copies we can progressively lower those page costs. This entire effort while benefiting from Retro Lovely's momentum will also give back to it in providing another product, sharing the name bolstering the entire image with showing stamina, staying power and growth, as a "brand" Retro Lovely will begin to look more and more serious vs. one hit wonder. This is true with issue #2 as well, this is a pretty big thing actually, testing something, doing well, and well enough to continue.
OK already wordy. Will drop it here. Expect more in about a week.
Michael
Also please begin using this email address for me, my other one is dropping a lot of mails for some reason and I do not trust it..... please now use
michael@retrolovely.com
