My dream: 

Before I’ll turn 40 next year running my own etiquette business. Preferably a monthly Etiquette Online Magazine. 

Action taken: 

In July and August of this year I conducted a survey among 225 Etiquette Professionals worldwide by asking them whether they would be interested in subscribing to it or not and how much they would be prepared to pay for it. More information regarding the content has been provided in a previous blog post (look at: tinyurl.com/36xsr2o) 

Who replied? 

Out of 225 Etiquette Professionals 23 Professionals replied, such as (in no particular order): 

Diane Gottsman, Patricia Rossi, Walethia Aquil, Laura Pulido, Jacqueline Whitmore, Carey Sue Vega, Deborah King, Lyudmila Bloch, Kathie Martin, Maria Everding, Carol Bory, Adeodata Czink, Michelle Mekos, William Hanson, Barbara Pachter, Diane Craig, Carol Campbell Haislip, Judith Bowman, Arlene Bradley, Jo Bryant, Gudrun Weichselgartner-Nopper, Lis Droste,  Mindy Lockard. 

Read all the feedbacks I received ....

The positives: 

* Yes - monthly $10 / annual charge $120. As you know from Twitter, we are huge fans of your work and website.  We would be interested in an online magazine that aggregated the industry information and best practices. Also, I did notice the potential article highlighting the future of etiquette and eLearning.  We would be delighted to share our experience and eLearning knowledge with you.  There are three of us that are advanced level eLearning designers with Articulate.  We are also very active in the eLearning community. Please let us know if we can assist you with this exciting endeavor.

* Yes, $29.00 a year.  

* The number one reason I would buy this Magazine is to support you.

The second reason is to get all the amazing content that you put out there.

* Yes, I would love to enroll!  What do you think the cost would be?  I wouldn't have a clue what amount of money it would take to be a member.  Don't sell yourself short - you are a valuable resource and I think this would be a great advantage for etiquette professionals. Let's chat very soon. My very best. 

* You go girl! Yes! Love it! Annual subscription rate of $100. I'm excited!!! .... I reread the description... if it's a monthly, the rate may need to be higher... for some reason I had in my head a quarterly. Monthly is a huge undertaking!  Do you have an idea yet of how many people would be interested? I'm assuming you have a target number that you would need to see commit before you move forward? ... I'm not sure about the rate. Are you thinking of the first one as the introduction to gain new subscribers or do you want the commitment from them first? Maybe dangle the carrot of the first one and ask them to subscribe at that point if they want to see it continue? The resource seems great and much needed as we don't have anything that currently brings everyone together.... I guess I would need to see it to tell you how much more?  

* I would be interested in the magazine, but I really have no idea how much it should cost! It depends on the quality of the editorial and the value of the information. Good luck, and please keep me posted as to how you get on.

* I am really interested in your offer. As your name seems to be German, I would appreciate to have a personal conversation with you. Would it be possible to get in telephone contact with you? Thank you in advance for your information.

* I would definitely subscribe to it. It would be a must read for every professional in the etiquette industry. I would pay $12 per issue. 

* What a great idea.  I would purchase, just because of our relationship. As far as the cost, I really don't know.  Maybe $10.00 an issue. Research what the going rate is for this type of publication.  Will it be available to industry professionals only?

* Very interested....not willing to pay much as info is available online with a bit of looking. 

* Would love to participate and contribute some great blog articles on multicultural etiquette in Russia, France, Spain, etc.  Karin, Subscription base annually? $19.90 or so.  

* Perhaps - Would like to see sample copy. 

* I feel it should be reasonably priced (less than a news stand price) since I will be using my ink and paper to print it.  Great idea! Thank you

* I am sending you my response in regards to the information that you sent about the Monthly Online Magazine for Etiquette Professionals that you will soon be publishing. I am looking forward to having this resource available for professionals such as myself. As a sole entrepreneur, it can be especially difficult to run a business within today's economy, so any advice from successful professionals is very beneficial.

At this point, based on the economy I would be willing to pay for a one year subscription to the online magazine of $18 per year which I hope would also include our business listing in some sort of business directory within the magazine. Printed magazines have substantially lowered their subscription fees. For example, I am a subscriber to Better Homes and Gardens. I recently received a renewal offer of $20 for a 3-year subscription. The normal amount is $22 per year. With an online component, you will be saving the costs of print materials and printing services, distribution and circulation costs as well as additional employee salaries like editors, reporters, freelance contributors, advertising representatives and and management fees(I was an advertising executive for many years for ......). Please keep me updated on the magazine and I look forward to your response.

* I would certainly buy this. I shall give my answer in pounds (being a Brit!) I'd pay up to £5 per month for such a magazine and think this has great potential. I shall email you with further thoughts later. 

*  Thank you for seeking me out. Provided I can open it, I would be delighted to view your Online Magazine. I know you are asking the question, but let me ask it back: how much were you intending to charge for it? How often would you like to have new stuff?

Will it all come from you, or will there be send-ins and you publish the best ones + your own comments? Will you have let's say 6 per year and charge $x/year or charge $x each time? I would suggest subscription for a year or half a year if monthly. And make it cheaper per copy if they get a whole year

* I would likely buy it.... but don’t know what would be a good price for me. I haven’t bought many online newsletters or magazines to compare. All the best with the magazine!

* Thank you very much for your very interesting E-Mail. What the survey is concerned, I would be interested in your newsletter in the future, but have no idea about the price. I will be in London from September 26 - 29, 2010 and would like to meet you and perhaps other etiquette professionals on that occasion. 

General feedback: 

* Thank you for letting us know about your new initiative for Etiquette Professionals. I would like to respectfully ask what your own background and qualifications are, if you please. Many thanks in advance for your time and information.

* Thank you so much for including me. I can't go over this at the moment

but I will in a couple of days. Great idea and I look forward to learning

more.

Negative feedback: 

* No, thank you.

* No - skip the interviews and spotlight.  Letitia Baldrige did a monthly newsletter years ago and it was wonderful.   Had lots of helpful etiquette related info and answers. There was even a binder to store them in along with an index. It was probably more for business professionals, but we found it very helpful and were sorry when she discontinued it.  She had an 800 number you could call as part of the subscription.  We called a couple of times with questions and spoke directly with her.  Good luck.

* No thank you.....information overload.....networking with other etiquette professionals has not helped increase my business.  

My personal decision: 

Even though I was delighted about the very positive feedback from many Etiquette peers I decided not to take the idea of Etiquette Online Magazine for ETIQUETTE PROFESSIONALS any further. I would have to work very hard, doing everything by myself - which I would not be afraid of - but for little money. I might consider publishing an etiquette magazine for Business Professionals at a later stage (making it accessible for a larger audience) but currently - after my maternity leave - I look forward to earning a secure income.  

I will keep on posting interesting content on my blog and hope to find further sponsors or etiquette professionals who would like to collaborate in further endeavors in the near future. The content which has already been created in the past for my first magazine issue will be published as separate blog entries in the next couple of days. 

On this occasion, thank you very much again, to all those who participated in my survey!!! It was an interesting and important experience for me.