To make the magazine sustainable, Katz departed from the normal publishing business model. The magazine is free for readers, which isn’t unusual in her market. But what is unusual is that very few columnists are paid — and some actually pay her to write for the magazine.
The columns are a type of advertising for the authors, who get a picture, logo, address, and website listed along with the article. But Katz is quick to point out that these are not advertorials: She insists on articles that discuss issues in a generic way and promote neither the author nor the business. And there must be a story, she adds. “A lot of people look at me and they can’t believe I actually get columnists who pay me. But you know, necessity is the mother of invention,” she declares.
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“We give back to the community in a lot of ways,” notes Katz, as she explains how she features information about local businesses, products, restaurants, and farms. She supports local events too. All of this is true editorial material, where no fees are paid.
She knows by the feedback she gets from businesses that readers pay attention to what she’s saying. Some business owners have given her testimonials saying that Savour Life has contributed to their success. Katz tells me about a butcher who prepared turkey sausage especially for her, but kept some to sell in his store so he could gauge consumer interest. Katz added a note about the sausage in Savour Life, and the next morning, before the butcher shop was open, there was already a customer waiting to buy the sausage — and by noon, the product was sold out.
Making it work
Katz also relies on advertising revenue. When I mention to Katz that I was surprised to see advertising by the Farm Credit Corporation (FCC) on the website she remarks, “I have some really good ones,” referring to her advertisers. She thinks she can do more with advertising too. Most of her readers, she notes, have disposable income, meaning the advertising doesn’t necessarily have to be about food. She has yet to try it, but points out that even car or travel advertising could be appropriate.
The business has grown to the point that Katz would like to hire a salesperson, but that’s proving to be a challenge. “We don’t have workers,” she sighs, as she talks about the labour shortage in Saskatchewan.
Katz feels she operates in her own media niche, so is not seen as a threat by traditional media. In fact, Savour Life led to her work on TV and radio. She hosts the weekly CTV cooking show, Wheatland Café, and has a spot on CBC Radio 1 where she discusses cooking, dining, and entertainment.
Katz recently started offering consulting services for restaurants. She’d love to write a cookbook… eventually. In the meantime, she finds what she’s doing highly satisfying. Her work is varied, with writing, interviewing, creating recipes, researching products, consulting, editing cookbooks, and appearing on radio and television.
In 2005, Katz received an award for the best new business venture from the Regina Chamber of Commerce. The red ink in her early writing career has paid off. “I would never have guessed… if you had said to me, you’re going to go out there CJ and have a magazine, have your own TV show and be on the radio, I would have told you you’re absolutely crazy.” CG
