About the Publisher
An interview with Richard Feldman, publisher of Business Profiles, by Dorothy Paul
Tell Baton Rouge Your Business
Call Business Profiles at (225) 293-3922
Send an e-mail to Richard: richfeld1@excite.com
Q: How long has Business Profiles been around?
A: Our first issue came out in November of 2001.
Q: How do you choose who goes in the magazine?
A: We get much of our business from people who call in, but we'll also solicit fine businesses around town. Since this is a promotional magazine, consisting mainly of paid profiles, we look for the best businesses possible. We're looking for quality, rather than the type of business. You can see this is more of an advertisement for ourselves than an actual interview.
Q: No worries. What's the process of getting "profiled" like?
A: It's easy. We take a 15-20 minute interview. We ask basic questions about the business and about what the owner would like to emphasize in the article. Then we write it and submit to the owner for his or her approval. We complete all work, including photography, in advance of any payment or commitment. That's the way I started the magazine, and that's been our policy since.
Q: Is it expensive to be in the magazine?
A: It's reasonable. We can afford to keep our prices low because our staff is small. Most people are justifiably cautious about where they spend their advertising dollars. That's why I ask potential clients to take their time, and to call up our advertisers. Previous and current clients have always been my best salespeople. Most get their money back in a big way, and are happy to talk about their success with the magazine. We have people who go in our magazine issue after issue, simply making it part of their advertising budget.
Q: Why do you think the magazine works so well?
A: It's reader-friendly, and people are interested in local businesses. It's unique. Readers tend to look at each profile in the magazine, and a lot of people have told me they read it cover to cover. You usually don't get that response with bigger publications. You can't get lost in Business Profiles. I believe a well-written profile stays in the memory much longer than a conventional ad. You're letting 30,000-plus people know why your business is worth consideration -- and you stand out from your competition. I've had businesses tell me they get more response from Business Profiles than the phonebook.
Q: Is Business Profiles an original concept?
A: What's called "advertorial" style advertising has been around for centuries. It's probably the oldest form of advertising, and it still works great. But the format of my magazine is original as far as I know. It's a profile sandwich. It's so basic an idea that it's hard to believe no one's thought of it, but I've never seen anything that resembles our magazine.
Q: What do you see in the future for Business Profiles?
A: The magazine will grow. We have a web site now that features our advertisers and provides links to their sites. If you go in the magazine, you'll be on our site for a full year.
Q: Do you have any new employees you're excited about?
A: Yes. My web designer, Robin, is creative and generous. She's already one of my favorite people. My graphic designer, Trisha Lewis, has improved the look of the magazine, and she's wonderful to work with. We have a brilliant new writer, Maggie Heyn Richardson, who wrote the article on the Himalayas Restaurant. I would enjoy placing her on my permanent staff. But that's up to her, frankly, and how things pan out over time. She's a dazzling talent.
Q: Do you work with advertising agencies?
A: I'm friendly with a few agents here in town. I've had several agencies call us, but I tell them I keep the magazine small by design, and they understand any commission would be low because my prices are low. We really function as an advertising agency ourselves -- that's how customized and effective we are. An advantage with our magazine is that you're not dealing with an intermediary. All of my clients work directly with me, and I personally collaborate with them to come up with a marketing strategy. You don't pay for my time, and I won't shuffle you off to a secretary. And whether you decide to appear in the magazine or not, I'm happy to provide excellent referrals to other media -- television, radio, web, print, paper and embroidery services, etc.
Q: How is it best to reach you?
A: Call the magazine at (225) 293-3922. I like to answer all calls myself not only because it's courteous and I don't have a secretary, but I also think it's important for establishing your identity. I remember many years ago calling The Ring Magazine and how impressed I was when the editor at the time, Steve Farhood, picked up the phone immediately. I remember thinking, I'm calling the best boxing magazine in the world and the editor answers the phone himself. Wouldn't let the bell ring twice. I thought that was pretty cool.
Testimonials
"We'd done a lot of television advertising, but this really nailed it for us and sent literally hundreds of new customers through our doors. It's great stand-alone advertising, but it's also a great complement to your other advertising." --Cathy Griffin, The Silver Sun
"Business Profiles has literally transformed our business. We go in every issue of the magazine, and now it's the only advertising we use. It lets people know exactly what we do, and why we're unique." --Jeremiah Babin, Babin House of Party
Contact Us!
Phone: (225) 293-3922
Cell: (225) 892-6528
E-mail: richfeld1@excite.com