Magazine article Folio: the Magazine for Magazine Management

Tracey Ryder & Carole Topalian: Co-Founders, Edible Communities

Magazine article Folio: the Magazine for Magazine Management

Tracey Ryder & Carole Topalian: Co-Founders, Edible Communities

Article excerpt

In the spring of 2002, Tracey Ryder and Carole Topalian, owners of a success graphic design and marketing firm, launched Edible Ojai, which focused on local foods in Ventura County, California. The magazine sparked a nice local response but business consultants and even other publishers didn't grasp the model. "They basically patted us on the head and said 'You're doing a great job with Ojai but we can't help you,'" says Ryder.

After becoming acquainted with D. Hawk--founder of the Visa card--the two developed a hybrid Visa model in which franchisees could launch their own Edible publication.

Today, Edible Communities features 50 titles ranging from Edible San Francisco to Edible Shasta Butte. Licensees pay more than $90,000 to buy in (one-third upfront, the rest financed over five years) and agree to certain conditions, such as being four-color, publishing a certain size of folio and publishing at least four times per year. …

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