Simply Buckhead
Q+A: Joanne Hayes
Publisher and founder of Simply Buckhead speaks about creating a successful hybrid publication in the heart of Atlanta, Georgia.
Joanne Hayes, a 24-year veteran of the publishing industry, started Simply Buckhead Magazine in 2010. She quickly developed the ‘must read’ magazine for the bustling metropolitan area of Atlanta. Over the years, Joanne and Walton Press worked closely together to develop a hybrid style publication specifically targeting her and her advertiser’s needs, using both coated and non-coated papers.
Joanne, how did you get started in publishing?
I started my career in retail sales in 1990, and while managing a clothing store in RI in 1996, was recruited by a customer to interview for a position to start the marketing for a new publication for the award-winning newspaper company, Southern RI Newspapers, in southern RI. I spent 12 years in advertising sales there, before being recruited to help start SO RI Magazine for another award-winning media company, Providence Media. I helped build a very successful advertising base there over 3 years, before moving to Atlanta. My specialty became starting things from scratch, and I parlayed that here in Atlanta.
What is Simply Buckhead Magazine?
Simply Buckhead is an upscale lifestyle magazine in Buckhead, Brookhaven, Dunwoody, Sandy Springs & Chamblee, distributed free in over 350 locations throughout the area eight times a year, plus online virtual reading, with over 103,000 monthly viewers. Simply Buckhead reaches tastemakers ages 24-65 who want to experience the best the area has to offer. From real estate and gardening, to local trends and dining, shopping and the arts, Simply Buckhead is the essential guide to living well in Atlanta, in the best area inside the perimeter.
Why did you start Simply Buckhead?
When I first moved to Atlanta in 2009, I couldn’t believe there was no lifestyle publication serving this incredible community. With all of its service and retail businesses, over 300 restaurants, and 70+ art galleries, and a plan to develop the area that is now Shops of Buckhead, it was ripe for someone to come in and do this kind of publication. I had been researching the area for 2 years prior to my move, while we were still living in RI. My options were to go to work for another company, or take this challenge on, and I chose the latter. After speaking with former Mayor Sam Massell, the President of Buckhead Coalition, and receiving his blessing and support, I set out on the journey to build a magazine to serve this dynamic area.
How has Simply Buckhead evolved over the past 11 years?
We’ve learned a lot about what our readers want to see in our pages, by listening to their feedback, and continue to meet those needs by expanding our editorial inclusions. Home and design, food and drinks, families and pets are all areas where we’ve grown our coverage. We’ve also added neighboring communities – Dunwoody, Upper Westside, and Chamblee, as they were a natural segue and we have seen a number of new advertisers from these areas. We’ve kept our combination of glossy and text stock paper this entire time, as it has kept our advertisers diverse and our rates affordable to all size businesses. I feel that we are in the best place at this moment editorially, with the team management style we have in place of two editors sharing responsibilities, and despite last year’s unprecedented events, we turned out some of our best material, with even more to come in 2021.
Coated vs. Uncoated Pages
Why did you decide to use a combination of coated and non-coated papers?
The format is exactly the same as what we had in Rhode Island for SO RI magazine, and the reason it works so well here also is that the bigger clients who can afford a glossy/larger page will do so, for the premium positioning, and the lower rates we can offer for the non-coated paper allows many more local, independent businesses to be able to afford to advertise in the publication they need to be in most. The non-coated paper we use is not newsprint, rather hi-brite white text stock, twice as heavy as newsprint, so the colors pop and clients are happy, without the expense of a glossy page.
What are some considerations as a publisher you would suggest to others considering this style of publication?
If you are in an upscale community looking to publish something sophisticated, approachable and relatable, and cater to smaller, independent businesses, along with the bigger box retail and services, this is the way to go. There is an ad space that will be affordable for everyone. I’d recommend no more than 55-60% advertising, and really focus on the quality of the editorial, which keeps our clients coming back every year.
About Simply Buckhead:
Simply Buckhead reaches tastemakers ages 24-65 who want to experience the best the area has to offer. 24,000 free copies are distributed throughout the community eight times a year with distribution to more than 350 locations. The magazine format is unique to the Atlanta market with its oversized (10.5″ X 13.5″), glossy covers, and bright white text stock interior. It is sophisticated, yet approachable. Learn more at simplybuckhead.com.
About Walton Press:
Walton Press is a full-service print house with services ranging from consultation and pre-press through printing and finishing. From bound glossy magazines to newsprint, Walton Press has the turn-key solutions for your every printing, advertising and distribution need. Walton Press is committed to excellence in quality, service and dependability. Contact us at waltonpress.com or by phone at: 800-354-0235.