This is hearsay, but.... I was told by a reliable source that Northern Pilot was bleeding about $5,000 an issue. That's six times a year, for a whopping $30 K.
Think the readership for backcountry pilots is large? Think again. Most of these folks who want you to put your magazine together will actually hang out at the airport and steal the copy they got out there rather than subscribe.
Also, and this is fundamental: Any magazine type will tell you that it is advertising dollars that keep magazines going. If you are a small rag, you probably only print four or six issues a year. That makes it hard to generate a lot of advertising dollars. Magazines, I have been led to believe, DO NOT cover their costs with subscriptions. As in not even close.
So, your advertising base is a very small bunch of manufacturers of VERY niche products. You'll get some big ticket advertising, from the likes of Aviat, maybe American Champion and Cub Crafters, but it probably takes more than that, by a long ways. Most of the manufacturers of back country stuff either don't have a big marketing budget, or sell their products elsewhere and advertise there as well.
Northern Pilot Magazine was bought by Pilot Getaways Magazine. I don't know how much they paid, or what their agreement was. Their (PG) arguement is that the combination of backcountry and destinations offers enough diversity and a large enough subscriber base to attract the advertisers.
There are also a lot of folks who offer to write articles, but I can tell you it's work. It also requires a mastery of the language which escapes me most of the time (my wife Gina edits all my articles) and which is essential to the effort. Add to this the absolute necessity for photos (and believe me this is a huge issue, note that PG does most of their own photography with their 185, and they fly the hey out of it), good editing, good layout skills, and all the other things that go along with a magazine and you get the picture.
We are a niche market. Face it. These sorts of message boards work well, because nobody gets twisted if the grammar isn't perfect, and no photos are required.
A magazine, on the other hand, requires a LOT of work to put together.
It can be done, and I'd like to think that one could make a backcountry pilot type magazine work. I would hesitate to bet money on it, however....
MTV