phil torrone slides from toc conference 2008

8/14/2019 Phil Torrone slides from TOC Conference 2008

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Building online properties for a print magazine.A look under the hood @ MAKE.

Phillip Torrone

Senior [email protected]
mailto:[email protected]:[email protected]:[email protected]


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Make:Celebrates your right to tweak, hack, and customize

any technology to make it work for you.


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http://farm2.static.flickr.com/1239/1244142984_6e4b84218a_o.jpghttp://farm2.static.flickr.com/1239/1244142984_6e4b84218a_o.jpg


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Make: applies the do-it-yourself(DIY) culture to the technologyin your life. Make: inspirespeople to do interesting thingswith the technology at hand,and helps them realize theirinspirations.

We showcase the passionatemakers who spend countlessnights and weekends in theirbasement laboratories andgarage workshops.


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MAKER: Do-it-yourself Jet EnginesMark Nye, a machine shop proprietor who for two decades has spent his off-hours buildingjet engines, including the Enginerator, the world's first wood-burning turbine generator.


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MAKER: Space CasesDan Bowen and Mike Coffeey, 25-year-old aerospace enthusiasts who launched their ownhomebrew weather balloons to altitudes of 50,000 to 60,000 feet.


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MAKER: Freeze Frame BrothersTom and Wendell Anderson who for less than $100 built a high-speed strobe photographysystem that captures popping balloons and splashing water.


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MAKER: iRetroMister Jalopy, a vintage hot rodder in Los Angeles who converted a trashed console stereosystem from the 1970s into "the world's biggest MP3 player" that also digitizes old vinyl LPs.


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MAKER: College FlameJames Monaco, a college sophomore who set out to build an extreme squirt gun and endedup with a flamethrower that spews twenty-foot geysers of ignited alcohol.


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MAKER: Eye in the SkyChris Benton, an architecture professor at UC Berkeley who builds kite rigs for aerialphotography and takes stunning images high above the San Francisco Bay.


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ww.srl.org/interviews/sightings/images/greg.jpg

MAKER: Home is where the Coils are atGreg Leyh, a technician at Stanford's atom smasher who constructed one of the world'slargest Tesla Coils behind his suburban home.


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MAKER: VCR ResurrectorJames Larsson, an animal-loving maker who cannibalized an old VCR to construct anautomatic cat feeder that doesn't blink 12:00.


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MAKER: Tree SailorTom Chudleigh of Errington, Canada who builds suspended spherical tree houses based onsailboat construction and rigging methods.


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In less than 3 years the magazinehas grown to a circulation of over100,000 and over 50,000subscribers.

Maker Faire has over 45,000attendees.

The companion website,Makezine.com, reaches over 2 to 3million visitors per month and over 6to 7 million page views.

The Makezine.com site is usuallyranked in the top 50 of all blogs onthe internet.

MAKEs video consistently ranks inthe top 25 video shows on iTunes /YouTube. Video views are up to 1

million per month.


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@ The newsstandOn the sell-through side, industry average is just above 30% (JohnHarrington is usually quoted as the expert on this, his site is here:

http://www.nscopy.com/)

Make averaged over 50% sell-through in its first two years and remainsconsistently over 40% despite dramatic newsstand expansion in 2007. Ofany given issue, we sell about 30K through the newsstand (not counting

book, direct single copy sales, and box sets)
http://www.nscopy.com/http://www.nscopy.com/http://www.nscopy.com/


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@ The newsstandNearly 55% of Make subscribers participate in our 'Premier Maker'program, which is an automatic renewal program that offers them a $5discount off the prevailing rate and access to the entire digital editionarchive in exchange for renewing. Of these, around 12% don't actually

renew at expire (usually due to outdated credit card information), so theoverall renewal % from Premier Makers is about 47.5%.

Of the the remaining subscribers, the renewal rate is about 45%, so our

overall renewal rate is about 68%.


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...O'Reilly Media recently launched what has already become the bible of thisnew movement, a magazine called MAKE.

- Daniel Roth, FORTUNE

It's the kind of magazine that would impress MacGyver- Marcus Chan, San Francisco Chronicle

One of the most innovative magazines I've seen in a long time.- Steve Riggio, CEO Barnes & Noble

Thank goodness, then, for MAKE and its web log makezine.com, sotechnologically astute and yet so solidly grounded in a tactile, breakable, fixableworld....You'll proceed strictly at your own risk, but if the first two issues of MAKEare any guide, the trip will be a blast.

- Lawrence Downes, The New York Times


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A definition of gooddesignWhat will be saved ?

What will end up - here...


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Daily online publishing:At least 20 stories / links / posts per day.

Over 15,000 entries so far.At least a feature per week.At least a video per week.Roundups, events, news..


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Publishing tools:Moveable type + Ecto

RSS readers (shared OPML)Internal mailing listsSite submissionFlickr pool


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MAKEing moneyGoogle adsenseFM Google

FMMaker StoreMaker FairePartnerships


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Newsletters & RSS57,365 weekly members (4 newsletters)

RSS for everything, including via email! 3,099 daily (new)


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Make video $iTunes - iTunes PDF

SponsorshipRevver - Youtube - blip.tv


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http://blog.makezine.com/archive/2007/01/the_complete_gu.html
http://blog.makezine.com/archive/2007/01/the_complete_gu.htmlhttp://blog.makezine.com/archive/2007/01/the_complete_gu.html


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Make video $So far... a challenge


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Maker store:In it's first full year of operation (2007), Maker Store sales were great - Holiday sales alone accounting for

nearly 25% of this, while our physical store fronts at Maker Faire accounted for another 20%.

Product categories include kits and tools, books and back-issues, Maker faire tickets and brandedmerchandise. Revenue splits are approximately 50% kits and tools, 35% back issues and books, 9%branded merchandise, 6% tickets. The largest category is also the fastest growing, and we're thereforetransitioning from a relatively kits to a broader and deeper offering of kits. In fact, we are launching aneffort to actively recruit new kit makers - individuals within the DIY community who have the capacity to

design and produce innovative, inspiration and very educational kits but who often lack the distributionchannel and marketing & merchandising program.

The current Top-10 products in The Maker Store are:

Pocket Ref

Mousebot Kit

Mini-POV Kit

Minty Boost KitMAKE: The First Year Box Set

Best of MAKE

MAKE: The Next Year Box Set

TV-B-Gone Kit

Cabaret Kit

Make: Bomb Defuser


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Make: communityMeet upsFlickr (photos)FacebookTwitter

del.icio.usLogos.. If you love your brand set it free...Holiday (Halloween)Experimentation


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Make @ Flickr:3,500 members.

20,109 photos.Contest going on now for Flickr pro accounts andan Eye-Fi wireless card.


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Make: HalloweenThousands of photos enteredHundreds of projectsTurned in to a bonus volume of MAKE/CRAFTIts now a Maker holiday


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Other experimentsInstant messagingOut takes on FlickrMaker chatThreadless-model for kits

Retail MAKE store


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Please go make your ownMAKE


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Subscribe to MAKE usecode CMAKE for $5 off


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Make: How-toFind freaks (FFFA)(Part of) a cause(Part of) a movementShow up every day

Good business is a side effect, economies will form


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Phillip Torrone

Senior [email protected]

http://www.makezine.com/subscribe

(Code: CMAKE)
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]


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phil torrone slides from toc conference 2008

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