Quote, unquote: Costly, exhausting, but critical market research

"Insufficient market research upon launch is one of the main reasons that half of all magazines fail within five years [...] For smaller publishers, who typically plan their publication launch much less formally (if at all), making the effort to conduct consumer research sounds costly and exhausting. Truth be told, it can be. But that research is often what sets successful magazines apart from their competitors--they know their purpose..."

Derek Sankey, from his contribution to the Alberta Magazine Publishers Association Template Magazine resource