with Tim Lawrence, Founder and Publisher, Espy Magazine:
The Entrepreneur's Bible - 11th April 2003
are your main aims and objectives?
That every business owner in the world reads Espy
How did you break into the business?
I had a business partner for the first 5 months of
the magazine. Back then (Feb 2000) it was an internet/technology/lifestyle
magazine. What our 2nd title Dodgy
Mag is now www.dodgymag.com
It was A5 and FREE. I knew nothing about publishing,
he had some experience, so I handled all the advertising
and marketing (I had never sold an ad in my life!).
After 3 issues / 5 months I ended up buying him out.
We did 6 issues of the original free model, then 5
as a paid lifestyle/technology magazine, then on October
2001 I relaunched it as a business magazine (what
it is today).
I felt at the time (as someone only in business for
less than 2 years) there was no magazine on the market
for serious entrepreneurs. By serious, I mean the
future Bill Gates, Richard Branson's and Rupert Murdoch's.
Current business mags either focus on running a small
business or on management issues (like managing your
staff through change).
Espy magazine is for the people who hire those who
read the other business mags. Espy compliments the
daily business news and weekly business reviews like
AFR & NBR.
What I found interesting was that truly successful
company founders/entrepreneurs focus on the big picture.
They are always thinking about the future and what
opportunities they can seize. When we relaunched Espy
as a business magazine, we launched Dodgy
Mag to take over where Espy had left off (so
we didn't throw the baby out with the bath water).
I feel that the last 3 years (the very first issue
of Espy came out 6th April 2000, our latest issue
came out 7th April 2003), have built good solid foundations
for the magazine. We have a clear direction, readership
and business model. Yet we still have a lot of learning
What are your most significant
I personally celebrate every victory. I still sell
advertising for both magazines (in fact I only get
paid advertising commission, I don't draw a salary,
this keeps me motivated to generate revenue!) Victories
like: the recent launch of our audio CD (Espy Audio
CD) with interviews from the mag, every issue breaking
revenue records, breaking circulation records, getting
very complimentary e-mails about the magazine (like
yours Greg), getting big advertising clients on board,
winning an award for our relaunch, building relationships
with advertisers and readers who will tell me what
they really think, the list goes on.
Who are the best and worst people
to work with?
I work best with like minded people. People who have
long term goals, that's where the serious success
is. People who "get it". I believe there
are only 0.01% of the world's population who have
what it takes to be successful. This is not something
they are born with; it's the simple activity of taking
action, doing something to achieve what it is you're
dreaming of. Those are the people I work best with.
Not people who look for the "get rich quick"
ideas or lazy people.
How long has Espy Magazine been
The very first issue was launched 6 April 2000, the
relaunched first issue was 1 October 2001. The current
issue on sale is issue 8.
What gives you the edge?
I don't take no for an answer.
What is your U.S.P (Unique selling
Espy Magazine - The Entrepreneur's Bible(TM).
How many subscribers do you
How many website visitors do
We had 1,867 unique visitors in March.
Who are your mentors and what's
the best advice you have ever been given?
I admire who I call the "gods of entrepreneurism":
Gates, Branson, Murdoch & Ellison. These guys
throw themselves at the world and make a dent. The
best advice is what these guys do: Don't take no for
an answer, firmly keep their eyes on the big picture
and don't make money their god. These guys are self
made, I admire that immensely.
Who are your biggest supports
I'd say most people we come into contact with. Integrity
is a big issue with me, so I treat others as I'd wish
to be treated.
What's the biggest scoop, interview
or story you have ever reported?
Once again, there are a few: Larry Ellison, Robert
Kiyosaki, Bob Jones, Michael Hill, Bill Clinton, Stelios,
What well known Australian subscribe
We're still waiting on your subscription Greg!
Have you ever "pissed off"
a "powerful" entrepreneur, and what was
the end result?
Not yet... Well not that I'm aware of!
Who are your biggest clients
Flick through the mag.
How has the Internet helped
and hindered you?
Definitely helped! I'm an internet junkie. I'm always
surfing, so for me personally it's been priceless
(that's why I launched our own Telco www.espyconnect.com
For Espy Magazine it has been tremendous, we get subs
from all over the world via it... I love it when we
do business in our sleep!
What have been your biggest
My biggest challenge, is also my biggest motivation
= expansion. I live to expand. Espy is currently on
sale in Australia, New Zealand, Singapore, Hong Kong
and via www.Amazon.com
We have businesses in Design, Telecommunications,
e-commerce, investments and of, course Dodgy Mag!
I'm always looking for the next step to take to get
the long term end result.
What's your motto?
Life is short, what do you want to be remembered for?
What's the next big thing for
We currently have 1 version/edition of the magazine,
later this year we will launch an Australian version.
The goal is to have a version for every country we
What business tips can you give
me, that are most relevant for Media Man Australia,
and doing business in Australia?
Read my "7 Things You Should Do Today",
in the current issue (April/May 2003).
Any tips to what other entrepreneurs
I should aim to interview, that may be open to the
opportunity to being further exposed to the who's
who of the Australian media business?
You should interview Rupert Murdoch & Kerry Packer.
What other information would
you like to share with our audience?
Subscribe to Espy Magazine now!
I've always said I wish there was a magazine like
Espy around when we first started. It really is a