Newspaper article Pittsburgh Post-Gazette (Pittsburgh, PA)

Navy Veterans Hope Magazines Appeal to Overlooked Market

Newspaper article Pittsburgh Post-Gazette (Pittsburgh, PA)

Navy Veterans Hope Magazines Appeal to Overlooked Market

Article excerpt

Conde Naste it's not, this tiny Coraopolis storefront filled with prim but old furniture much like you might see at your grandmother's house. But the environs suit these two ex-Navy veterans turned magazine publishers just fine.

Chris Hale and Rich McCormack and their three-year-old company, Victory Media, churn out glossy magazines geared toward an often- ignored market: retired military personnel. G.I. Jobs, a colorful monthly guide and jobs-listing for the 225,000 to 350,000 military personnel moving into the civilian job market yearly, was launched nearly three years ago and now boasts a monthly circulation of 60,000.

The pair are hoping for even more success for their latest effort, Veterans Business Journal. Launched in April, the bimonthly publication aimed at small business owners who, like Hale and McCormack, were once in the military, has reached the 25,000- circulation mark, the pair say.

"There are 17 million small business owners in the United States and 4.2 million of them are military veterans," said Hale, the magazine's publisher. "A full 25 percent of small businesses are owned by veterans."

Hale and Editor-in-Chief McCormack got the idea while attending a conference a couple of years ago on contracting with the federal government. Both noticed that there were few resources for government contractors to reach the growing number of veteran business owners.

Magazines with minority targets such as Black Enterprise and Hispanic Business tend to do well, they observed, so they thought, why not try something similar for the growing number of vets starting small ventures. "We looked at each other and said, 'Wow, this is an interesting niche for a magazine,' " Hale said.

Indeed, both agreed that small businesses and veterans are a natural fit. "Veterans are incredibly overrepresented as small business owners, which isn't surprising, considering that indicators of small business success: leadership, discipline and persistence are ingrained into military training," Hale observed.

With military themes, Veterans Business Journal is hoping to win loyalists among vets with businesses and those who hope to do business with them. …

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