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Article: Texans reel 'em in. (Texas Fish & Game periodical) (Magazine Strategies)
- Article from:
- Folio: the Magazine for Magazine Management
- Article date:
- September 1, 1992
- Author:
CopyrightCOPYRIGHT 1992 Copyright by Media Central Inc., A PRIMEDIA Company. All rights reserved. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Texas Fish & Game bagged the competition; now it's stalking national advertisers.
Back in 1985 when newspaperman Bill Bray decided to start Texas Fish & Game, he didn't know much about the magazine business.
Some six years later, though, Bray, who is chairman of Highland Publishing Co. Inc., is putting out profitable issues and, with a paid circulation of more than 100,800, his magazine ranks as the third largest regional in Texas, according to Audit Bureau of Circulations' (ABC) December 31, 1991, figures.
To date the key strategy has been one of low-cost circulation budding and retention. However, with the 1991 acquisition of his major ...