Today we’d like to introduce you to Heidi Frankel.
Hi, Heidi. I am so excited to have you on the platform. Before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
I started in the publishing business with a boutique children’s and humor publisher while a working actress in Los Angeles. The company was small and included me in various operations, from sales to working with their video series.
Fast forward to a move to Dallas, wanting to start anew and having my son. I was a reporter for the CBS station in Dallas, specializing in kids and family fun stories. After several changes of ownership and my father’s death, I decided to move on. I created and hosted a parenting radio show, then accepted a position with a newspaper that focused on Seniors. I started in sales and marketing, but soon I was writing and editing articles, finding people and stories to present in the paper, and updating the look and operations of the company. After five years of working on the newspaper, the owner decided it was time to close.
I wanted to create a magazine for the mighty 50+ generation that was vibrant and empowering. I wanted it to embrace the endless possibilities for an inspiring journey in all phases of life at 50 and beyond. From this, my magazine, fyi50+, was born!
Starting a magazine wasn’t easy. I did not think too long about beginning this adventure. There are many responsibilities and aspects, from advertising, sales, marketing, writing, and editing to locating excellent writers, developing story ideas, and finding cover stories that excite the reader and light up the magazine’s cover.
New My previous distributor decided she wanted to join me in this venture, signed on to distribute the magazines, and referred me to my grocery store distributor. I was also fortunate Leigh Ellis, who I worked with in the past, was excited about the magazine and agreed to be my creative director. There were many other decisions, web developer, social media, the e-newsletter, but they too fell into place with research and lots of questions.
Janice Robinson decided she wanted to distribute the magazines, and she referred me to my grocery store distributor. I was also fortunate Leigh Ellis, my creative director, was excited about the magazine and agreed to join me. There were many other decisions, web developer, social media, the e-newsletter, but they too fell into place with research and lots of questions.
My long-time association with CC Young Senior Living stayed with me as they became my first advertiser. I needed more, but all big ideas start with that first step. I just kept moving forward, believing it would happen.
It has been three years, and I’m still learning every day. A magazine is like a puzzle: The little details can drive you nuts, but eventually it all comes together. I have so many supportive business and personal relationships who root for me each day and offer their advice, feedback, and wonderfulness. Ideas and topics will flow when you are calm or when you are stressed. You have to find a way to open yourself up, listen for those opportunities.
I was on a work trip in New York, recently. I went to a street fair and met Joyce Friedman, selling what she calls “Joyffles” – a healthy gluten-free waffle. I tried them and was in love! She told me how she developed the recipe and started her company. What a story! I asked her to write about her journey for the magazine to inspire our readers, and now she and I are friends. Opening your heart to new people will spring forth a wealth of creative juices.
We just launched a new website. Between that and our free printed issues, we’re reaching the 50+ generation — along with their friends, families, and colleagues — more and more often.
More advertisers have noticed the magazine, its vision, and excellent stories and want to be a part of our growth.
I’m sure you wouldn’t say it’s been obstacle-free, but so far would you say the journey has been a fairly smooth road?
There have certainly been obstacles. Starting out, you’re the new kid on the block. People asked what we were we about and if we were going to stay around. The advertisers who joined us believed in our mission, but it took others more convincing.
The pandemic was challenging. I decided not to print the May/June 2020 issue. It was the right thing to do for our advertisers, and they appreciated the gesture. We came back strong for July/August. Then there have been plenty of other situations that caused sleepless nights. But my team and I always rally to troubleshoot and find solutions.
We’ve been impressed with fyi50+, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
We are a lifestyle publishing company for the mighty 50+, empowering our audience to “follow their interests.” Hence our name, fyi50+.
Is there anyone you’d like to thank or give credit to?
There is no way I could have created this magazine without the love and support of my husband, Mick. He always encourages me to go with my gut and helps with the magazine between his professional life as an accordion player. My son Robert edits the magazine, and when I have a grammar question or sentence structure inquiry, he’s ready with answers and suggestions. And where would I be without the words of all my wonderful writers.
Kim Leeson, my photographer, enhances each story with her artistry. My creative director always goes above and beyond to make the magazine look its best. I consider Brock Sears, a former newspaper/magazine guy-turned-professor, a supportive mentor and a thoughtful collaborator. Kerry Cassuto helped me endlessly at the beginning of my venture.
There’s also Peter Juergens, my marketing, branding, and web developer extraordinaire; Rick Knutsen, my social media pro; and Veronica Shanklin, my Instagram expert. They’re wizards at their jobs and do what I never could.
Together, all of us are finding new ways to make fyi50+ the best it can be.
Contact Info:
- Email: heidi@fyi50plus.com
- Website: www.fyi50plus.com
- Instagram: @fyi50plus
- Facebook: facebook.com/fyi50plus
- Twitter: twitter/comfyi50plus
- Youtube: The website has a link to the YouTube channel – off the top of my head I do not know the URL
Image Credits
Kim Leeson Photography
