Nevada Magazine struggles to bring in revenue

Tuesday, March 29, 2005 | 11:07 a.m.

CARSON CITY -- Nevada Magazine, praised for its content, is nevertheless struggling financially, its editor said today.

Gov. Kenny Guinn has recommended funding of $5.1 million for the coming two years, a decrease of 3 percent from the current spending program.

Senate Majority Leader Bill Raggio, R-Reno, commended editor Richard Moreno for the magazine but then said that subscriptions, merchandise and calendar sales are down from what was predicted two years ago.

Moreno told the Senate Finance Committee, "It's a struggle every year to bring in revenue.

"We put in a goal which we hope to reach," he said. The magazine traditionally predicts a higher revenue so if it receives extra money, it can go back into the publication without coming to the Interim Finance Committee for approval during the interim, he said.

It has about 60,000 subscribers, which Moreno said is lower than in the past because it gives away fewer subscriptions. It prints 74,000 copies. The magazine promotes Nevada and its residents.

"We use sweat equity to promote the magazine," he said. But he said the staff controls expenses and it is run like a business that breaks even.

He said the magazine has been able to be placed in an airport gift shop in Reno and in Barnes & Noble bookstores.

But Sen. Bernice Mathews, D-Reno, told Moreno that he is competing against big companies that give the gift shop rebates. "You get the back shelf," said Mathews, whose daughter runs the gift shop in Reno.

"Subscriptions are your best bet," in making money, Mathews said. She said "Time Warner is taking up the space" at the newsstand at the Reno Tahoe International Airport.

Moreno conceded, "We don't make money on the newsstands. It's a break-even proposition."

Moreno said the magazine made extra money when it devoted its November issue last year to centennial cities in Nevada such as Las Vegas.