[Periodical RPG Model] DL-Quarterly initial reflections

[Troy_Costisick]

Heya,

Well the first issue of DL-Quarterly, Cutthroat, went out on December 30th and the PDFs were sent out the next day.  Despite numerous delays from my printer, I was still able to get the games out in December and thus keep to my schedule (barely).  For those subscribers waiting for your books, the Post Office is taking Jan 2 off to honor the late Gerald Ford, so it may be a bit longer before you receive them.  Email me if you have any questions about your book.

Okay, now for some reflection on the release model I'm using.  When I started, I had three financial goals for DL-Quarterly:

1. Earn enough to pay for the entire print run.
2. Earn enough to afford better covers for Series #2
3. Earn enough to hire Remi Truer as art director for Series #2

Through the subscriptions, I have more than paid for the entire print run.  So, if I were to judge my success according to making a profit, I've already succeeded.  And I'll have to say that it feels good to start the year already in the black.  Additionally, I've made enough to get at least two covers from Storn, which is about as many as I wanted.  So, I can check off goal #2.  I'm looking at between $300-400 dollars as an art budget to give Remi for Series #2.  At this point, I'm about a fourth of the way there.  So, that is encouraging especially since all my income to this point has been exclusively from subscriptions.  Goal #3, still in progress.

Speaking of subscriptions, I have been surprised at what people have chosen.  The most popular subscription has been the 1 Year Book + PDF subscription for $45.00.  Which is great!  It's interesting that that particular subscription never even crossed my mind and was suggested by Eric Boyd.  I'm glad he did.  It seems that people prefer both a hard copy and an electronic copy.  While the Internet is making a huge impact in gaming (and society in general), it looks like people still prefer to have something solid to hold and use.  I did get one lifetime book subscription so far, and that's awesome.  However, no one chose the lifetime PDF subscription.  I thought I might get one or two bites on that because it's not very expensive (when compared to all the other subscriptions) and is quite convenient.  But this is all very interesting data, and I'll be interested to see what happens once I start selling back issues.

On the topic of back issues, I've had several people ask me how I'm going to do this.  Here is what I've decided.  For one month after the release of an issue, anyone who orders a subscription will still get that issue plus the next three.  After one month has passed from a release, any new subscriptions will include the next four books.  Therefore, if you still want a subscription that includes Cutthroat (a high recommend, by the way) you have until the end of January to order a subscription.  After the 1 month deadline passes, the issues will become available for back issue order.  They will be $12.00 with no additional shipping or handling.  The price you see is the price you pay.

I really have no idea how popular back issues will be.  If I sell a lot, great!  If I don't, then I get to focus on my subscribers more.  Since I've already paid for the entire print run, anything I earn from here-on-in is bonus, IMO.  I imagine I'll sell a good deal of Cutthroat and The Holmes and Watson Committee.  I'm not sure about Hierarchy and Standoff.  It will be exciting to see what happens.

As for the future of DL-Quarterly, I've got the first two games of Series #2 written.  I hope to start playtesting them in the next few weeks.  I've got the two other games outlined and now that I have my computer back I can get to work writing them.  I'm very excited about Series #2 and think it will be even better than the first.  But I'll hold off talking about them until this summer. 

Series #3 (yes, I'm thinking that far ahead.  I have to.) and perhaps every series after that, will be dedicated to getting new writers or established writers who want to test the waters with a game into print. This will be an opportunity to give authors who A) have no way to get their game into production a chance at publication or B) aren't ready to release a final version of their game without more Actual Play from outside sources to get those Actual Play reports.  Probably around September I'll talk more about this in detail.  But it is something I've very excited about.

To close, I think that this model holds a lot of possibility.  I'm standing just inside the threshold, so my vision is a little obscured.  I have a whole year to get through before I can truly call it a success, and honestly it won't be a true success IMO if Series #2 doesn't come out.  But I can report that so far, so good. 

Peace,

-Troy

[Eero Tuovinen]

Troy, you have got to focus more on your marketing, even if it's just more messages at the Forge. I remember when you wrote about the publishing model in the fall, but this is the first time I hear that you've actually implemented the crazy thing and already published the first issue. I'll have to put in a subscription when I find my credit-card minion.

I'm still clueless about how that lifetime subscription could be a good idea. Seems like inevitable badness to me, I guess, as it's quite likely that one party of the transaction will be ripped off, depending on whether you last two years or not; what's worse, how much you'll be ripped off depends entirely on how conscientious you'll be in continuing the series, as after a certain point you're just providing added value to somebody with no recompense. But hey, at least it's something new, and if you write it off as a marketing expense, it all makes sense.

Anyway, I'm delighted to hear that your first issue is already a financial success. Ideally further issues will keep up an interest in the back issues, causing a cumulative sales environment. Do keep us posted about your progress. Especially, do tell us if you encounter any trouble with the plan; I have some experience with periodical publishing myself, and will be glad to help if something of the sort comes up. Absolutely great to see something as hackeneyed as this.

By the way: the reason for not getting any lifetime PDF subscriptions could be that you don't have that option on your web page.

[Troy_Costisick]

Heya,

Troy, you have got to focus more on your marketing, even if it's just more messages at the Forge. I remember when you wrote about the publishing model in the fall, but this is the first time I hear that you've actually implemented the crazy thing and already published the first issue. I'll have to put in a subscription when I find my credit-card minion.

-Yeah, you're probably right.  I have talked it up on Story Games a bit and a little on GameCraft.  My main problem is drawing the line between shameless self promotion and tasteful marketing.  With posts like this one and the ones on Story Games I don't feel so guilty.  I've started to become more active on RPGnet and hopefully I'll find avenues for promotion there.

By the way: the reason for not getting any lifetime PDF subscriptions could be that you don't have that option on your web page.

-Heh, you're right!  I must not have uploaded the update properly.  Crap.  That's disapointing.  But as for lifetime subscriptions, it's a risk for sure.  There's no guarantee made, but if I do keep this up for several series, a lifetime subscription does come out ahead.  It's something I threw out for those who really believed in what I was doing.  It's definately not for everyone.

Peace,

-Troy

[Eero Tuovinen]

Well, I decided on the lifetime subscription as a speculation, we'll see how well you're laying eggs in 2009. I'd probably have got the pdf as well if it were available. I decided to think of it as being a co-op shareholder without the option to cash in my shares. In that context it makes some sense for you as a cash-raising method, as long as you keep an eye on it and stop offering lifetime subscriptions when you have enough liquidity to run the business. (Yeah, I'm advising you hard now that I have a vested interest in the business.)

Of marketing, perhaps you're not in such dire straits; after all, you're reaching forgites now. Have you made some decisions about running adverts in your books? Could be worthwhile to exhange advertisements with others in addition to increasing your internet footprint.

Of the financial situation, could you clarify? If I understand correctly, the monies you're now receiving have to cover not only the first issue, but also the other three for the year, as you're selling subscriptions for the whole year. Surely you haven't already covered all expenses for 2007?

Also, out of academic interest, how large is your print run, and how large the subscription base?

[Ben Lehman]

As a data point, I'm planning on buying back-issues.  I looked at the games and realized that I wanted to play about half of them, and thus it wasn't quite worth it to get a subscription.

Hopefully you have a decent backstock!  I can't imagine I'm in the only one.

yrs--
--Ben

[jeremycoatney]

     Well this is refreshing, I don't think I've ever heard of a periodical RPG quite like this before. It's good to know that you are getting returns on your product though, it proves that the system at least is working in the short term and could allow others to follow your model.
     In terms of a lifetime subscription, I understand the idea of allowing people who really believe in the model to pay in now, and coast on the results for as long as it continues. It offers a definite bonus to people that believe enough to pay into your idea up front, as well as allowing you the cash to boost the product line enough to broaden your base of people who aren't buying lifetime subscriptions. I do agree with the point that it's sort of risky though, if too many of the people willing to buy into the product end up buying lifetime subscriptions to the publications you do end up with more cost than payment in the long run, possibly leading to the collapse of the product line.
      Personally I suggest you leave it open for a bit longer, but cap off the number of lifetime memberships after a bit and keep only the people who already bought into the product. Maybe that's just me, but I think it is likely to be the best option overall option.

[Sane]

I remember this getting posted over at RPG Net too. Glad it's working out for you. There's no point me signing up for a subscription because of the cost of international postage to the UK, but if I catch a back-issue that looks interesting I might take a chance on it sometime. Anyway, I always think that the real test of any RPG company is if they can sell their third product (for print publishers using traditional sources) or their second product if they're selling direct. If the first book sells, it could be put down to curiosity on the part of the store owners. If the second book sells, it could be because the first book sold to the customers on the basis of their curiosity so the store owner, having sold well, thinks that the next book might be a good investment and tries it anyway. If the third book sells, you know that you're reaching the public for sure. It's not a perfect model I know, but it seems to work.

Ash

[Troy_Costisick]

Heya,

Well, I decided on the lifetime subscription as a speculation, we'll see how well you're laying eggs in 2009. I'd probably have got the pdf as well if it were available. I decided to think of it as being a co-op shareholder without the option to cash in my shares. In that context it makes some sense for you as a cash-raising method, as long as you keep an eye on it and stop offering lifetime subscriptions when you have enough liquidity to run the business. (Yeah, I'm advising you hard now that I have a vested interest in the business.)

-That was a significant outlay for you, Eero.  I want you to know that it is appreciated.  And I am definitely open to advice.  I take seriously every criticism and suggestion people make, and I'm glad you feel free to offer your thoughts.  I'm definitely listening. :)

Of the financial situation, could you clarify? If I understand correctly, the monies you're now receiving have to cover not only the first issue, but also the other three for the year, as you're selling subscriptions for the whole year. Surely you haven't already covered all expenses for 2007?

-Okay, I'll try to be clear.  The money I have received so far has more than paid for my projected print runs for all 4 books coming out in this cycle.  I'm still experimenting with shipping and packaging, so I don't have concrete numbers on that yet.  However, I'm pretty sure that those costs are more than covered also.  If I sell out of a particular book, I'll obviously have to order more, but I have enough backstock to cover any future costs in that area.  I'm not considering GenCon as an expense, even though it is.  I'll just pay for that out of my own pocket.  But other than that, most of my fixed costs are covered.  So financially, I'm great. 

In terms of a lifetime subscription, I understand the idea of allowing people who really believe in the model to pay in now, and coast on the results for as long as it continues. It offers a definite bonus to people that believe enough to pay into your idea up front, as well as allowing you the cash to boost the product line enough to broaden your base of people who aren't buying lifetime subscriptions. I do agree with the point that it's sort of risky though, if too many of the people willing to buy into the product end up buying lifetime subscriptions to the publications you do end up with more cost than payment in the long run, possibly leading to the collapse of the product line.

-Heh, I look at it like the customer is taking a risk.  It's a lot of money up front.  I won't deny that there is a point where I might start losing money on lifetime subscriptions, but it will take a LOT of books to get to that point.  I think I calculated it would take just over 4 years worth of DL-Quarterly for me to start losing money, and by that point I'll have plenty of funds so it won't matter.  The startup costs are what really get ya.

I remember this getting posted over at RPG Net too. Glad it's working out for you. There's no point me signing up for a subscription because of the cost of international postage to the UK, but if I catch a back-issue that looks interesting I might take a chance on it sometime.

-If I could make a suggestion....I'd recommend The Holmes and Watson Committee for you.  It won't be out until September (long ways away, I know), but I think you might really like it.  I'll keep you informed :)

Peace,

-Troy

[Eero Tuovinen]

Actually, now that we have a thread about this, let's take up a hobby-horse of mine, brand identity publishing techniques. We have a little bit in common in our situations, Troy, when I compare your business model to the stuff we're doing in Finland: as you know, we publish translations of good (read: I like) indie games pretty regularly with my brothers, having done four different games now and working on a fifth one. While we design the outward look of each game independently, we do work on preserving the slightest bit of "serial collectibility" in the set; all books are in the same format, the covers each feature a recognizable oval crest, and we do plenty of cross-advertising between the products.

Now, the question obviously is, what's your take on that kind of marketing? Obviously you've opted for individualized graphical designs for your books (a good thing for selling them independently), but do you have some kind of logo or other brand graphics for it? Do the covers feature issue numbers? That kind of stuff.

[Sane]

-If I could make a suggestion....I'd recommend The Holmes and Watson Committee for you.  It won't be out until September (long ways away, I know), but I think you might really like it.  I'll keep you informed :)

I have the edition that was part of last year's Game Chef already. Not sure if it's my kind of thing, but I'll dig that out and have a look at it. I presume the new edition will be expanded / altered in some way? Incidentally, why in particular are you suggesting that particular one?

Ash

[Troy_Costisick]

Heya,

Now, the question obviously is, what's your take on that kind of marketing? Obviously you've opted for individualized graphical designs for your books (a good thing for selling them independently), but do you have some kind of logo or other brand graphics for it? Do the covers feature issue numbers? That kind of stuff.

-I'm glad you brought up the physical look of the book; I wanted to talk about that too.  Yes, each books as its own distinct cover, but each one is emblazoned at the top with a banner saying it is part of the DL-Quarterly Series.  Also, each book is numbered on the front cover and the spine.  This way when you have the lined up on a shelf, you can see that each book is related.  Think of it as the numbering you might see at a bookstore for novels in a series like Wheel of Time or something.  So yeah, something along the lines of the serial collectability you talked about.

-For those of you in your GenCon '06 reflections who lamented the absence of the old basement-punk look to indie RPGs, they're back with a vengeance in DL-Quarterly.  I did the covers myself (it shows) and all the layout as well.  I chose to go that rout for two reasons.  First (and foremost) I don't want to put any money into this project that I don't earn from this project, but all the money that I do earn will go back into making the product better.  Hopefully that will have a snowball effect.  Second, this is they way a lot of people started out as independant publishers.  They did everything themselves.  I wanted to be part of that so I can show people how to do it that way if necessary and how to get around doing it that way if they want.  A lot of my experiences with DL-Quarterly will end up as articles for my blog.  That's where I think the real value of the project will be.

-As for the production, there are a few errors.  If the printer had sent me the proofs like I asked instead of forgetting, I probably could have fixed them.  Oh well.  I can always fix them for a reprinting.  Anyhow, I learned a lot about graphics and pictures and layout from this series.  The next one will be even better; I have no doubt.

Incidentally, why in particular are you suggesting that particular one?

Ash

-A: I feel it is the best game of the first series.  B: I figured you got a preview through the GameChef competition and might like to have a revised version in hand.  C: It's set in London, of course, and every Brit that's played had a wholly different and deeper relationship to that city than I have and therefore enjoyed the game in a different and really kickass way.  D: I figured, "Hey, why not?" :)

Peace,

-Troy

[Sane]

C: It's set in London, of course, and every Brit that's played had a wholly different and deeper relationship to that city than I have and therefore enjoyed the game in a different and really kickass way.  D: I figured, "Hey, why not?" :)

Pity I hate London ;)

Ash

[pells]

Hi Troy !!! Glad to hear from this too !!!

Okay, some comments :

Paiement
I'm surprised about one thing : you're selling out a recurring product, but you're using a "one shot" paiement thru paypal. Did you thought about using the monthly paiement feature of paypal ? I would see three advantages in doing this (but then, you would have to split the price by 12, for each monthly paiement) :
- your publishing model suppose that you receive money upfront for the next four issues. If people pay you monthly your cashflow will reflect the periodical aspect of your product.
- to renew the membership, your customers will have be proactive. After a year has passed, they will have to buy the next one. It seems odd to me. You'll have to see after a year how it goes. Personnaly, I would go with something where the customer has to be proactive to cancel.
- In my opinion, the point of having monthly subscription is that you know how much money you'll do each month (more or less, in fact, but you have a pretty good idea). Now, what I see is that you're selling out four books over a year period (which is floating depending on when your customers buy). I think you're not enough on the monthly subscription model to fully take advantage of it.

I do agree that the lifetime subscription should only be open for a while.

Back issues
I'm surpised that Cutthroat becomes a back issue after a month. In fact, it is your current issue until the next one is released. I can see one problem with that. You'll have four issues published, one every three months, let's say january/april/july/october. Why would I susbcribe in february or march ? I wouldn't even receive the current issue, but wait for as long as two months to receive a product ? It's like you want to buy a monthly edition of a magasine and by the 10th of the month, it becomes a back issue (but, you're still in the current month !!!).

Future issues/cross over products
Not quite sure I get it : you'll publish other's work, but maybe unfinished game, who still need playtest ? I think there are plenty of games done in various endeavors that could do the job, but I believe you should release finish games of people who don't have a fan base. I think you want to aim at a win/win situation with people you respect and enjoy their game.

And yes ... talk about this !!! This is not shameless promotion : this is something you are proud of !! And you've got that beautiful publishing model !!!

[Troy_Costisick]

Heya,

I'm surprised about one thing : you're selling out a recurring product, but you're using a "one shot" paiement thru paypal. Did you thought about using the monthly paiement feature of paypal ? I would see three advantages in doing this (but then, you would have to split the price by 12, for each monthly paiement) :
- your publishing model suppose that you receive money upfront for the next four issues. If people pay you monthly your cashflow will reflect the periodical aspect of your product.

-That's an interesting idea, but for me I don't think it would work well.  First, it would mean that my cashflow would trickle in slowly.  I would have to wait to accumulate any sizable amount of cash.  The way I do it now, I get a lot of cash up front.  That money I can immediately start putting to work on the next series.  I can start ordering artword, software, and covers right up front.  I don't have to wait.  Second, having a montly payment schedule would be a lot for bookwork for both myself and my customers.  It would make the purchasing process more complex.  For me, I want things to be as simple as possible.  That's why I chose this method.  Third, I wouldn't feel comfortable automatically renewing customers for subscriptions.  That's a decision that should remain in their hands.

Back issues
I'm surpised that Cutthroat becomes a back issue after a month. In fact, it is your current issue until the next one is released. I can see one problem with that. You'll have four issues published, one every three months, let's say january/april/july/october. Why would I susbcribe in february or march ? I wouldn't even receive the current issue, but wait for as long as two months to receive a product ? It's like you want to buy a monthly edition of a magasine and by the 10th of the month, it becomes a back issue (but, you're still in the current month !!!).

-Well, the way I work it is similar to the way magazines work their subscriptions.  If I oder a subscription to Time magazine, they send me the next week's issue when it comes out.  They don't send me the old one.  I'm using the way magainzes do their subscriptions as the basis for my model.  Make sense?

-Someone else might look at your idea and use it.  That is certainly another way to do a Periodical RPG Model, but it is not the one I will be using.  I think it is an idea that does deserve exploring, however.  Maybe someone elss someday will use it :)

Not quite sure I get it : you'll publish other's work, but maybe unfinished game, who still need playtest ?

-No.  I will never, ever publish any game that is unfinshed and not been playtested.  The criteria I set up for that phase of DL-Quarterly will require playtesting on the author's part.  DL-Quarterly will not become a dumping ground for half-baked ideas.  Anything that comes out will be a finished and playtested design.

-Thanks for your comments, Pells.  I very much appreciate your interest.  Incidently, for anyone who is interested, I have updated my site to include the Lifetime PDF subscription.  I was very dismayed to see the previous update didn't save properly.

Peace,

-Troy

[Graham W]

On the subscription model, may I check something? Let's say I buy a subscription in February 2007, too late to get Cutthroat. Do I get all the games which are published between February 2007 and 2008? Or do I get the next four games, regardless of when exactly they're published? The first option might, of course, only give me three games. The second option is how a magazine subscription would work.

(This is something I'm particularly interested in, because the game I want most is Holmes and Watson, and I might just miss that game being published, seeing as I actually subscribed just before Christmas).

Equally, what happens if printing's delayed, and my subscription expires between the intended publication date and the actual one?

Graham