By:
Cori Basham - Pair-a-Dice Mules - Belle, MO
Sue Cole took a little known magazine and turned it into a world-wide publication with over 6,800 subscribers. Although being an editor has its ups and downs, Cole has made it look easy and, most of all, fun.
“The most rewarding thing comes from the compliments I receive from those reading the magazine,” Cole said. “And knowing I am providing them with a product they truly enjoy.”
Mules and More Magazine is a monthly publication for mule and donkey enthusiasts. Before the days of tractors, mules were the preferred animal for farm work, due to their hardy nature, but today mules are most commonly used for recreational riding and driving. They are used for most anything horses are used for, including trail riding, cow-working, western and English showing, endurance racing, and speed events.
While growing up in Bland, Mo., Cole always wanted to work with animals, although she never dreamed she would one day own a mule magazine. She did not study journalism in high school, but soon after graduation took a job at the local newspaper.
“I was looking for part-time work and, at the time, typed 110 words per minute on a manual typewriter,” Cole said.
Though her father was a City Marshall for 21 years, he was better known for owning and operating the Cross Country Trail Ride in Eminence, Mo., where Cole often led daily rides and was in charge of public relations.
“I love public relations work, meeting and knowing each person,” Cole said. “I feel it is very important to address everyone by their name.”
After receiving an initial investment from her parents, and already having a little knowledge about publishing, Cole purchased Mules and More Magazine in 1990. It was barely 20 black and white pages and had a base of about 1,100 subscribers.
“The first thing I did was proofread, and that was before the days of spell-check” Cole said.
Traveling is an important part of owning a magazine, especially one that caters to such a small niche. She has made her way from “sea to shining sea,” having set up merchandise booths at mule shows in New York and California, and almost every state in-between.
“Bishop Mule Days, in Bishop, Calif., is the most exciting and rewarding for my business,” Cole said. “But, I consider each one of my trips interesting.”
Darla Porter first met Sue 11 years ago when Mules and More decided to begin printing at Modern Litho Print-Co., of which Porter is the Vice-President and Co-Owner.
“From the very first time I met her, I have found Sue to be smart and entrepreneurial,” Porter said. “One of the challenges of a small business is keeping abreast of technology. Sue is very proactive in this regard.”
In order to turn Mules and More into the magazine it is today, Cole had to learn a lot about an industry in which she had little training.
“She learned how to use a computer, she purchased the necessary technology to make the upgrades and hired a top notch staff as she brought the magazine to the quality that it is today,” Porter said.
Today, the magazine, printed partially in color and perfect-bound, averages 96 pages a month. It’s success can be directly linked to the feeling of familiarity given off by the magazine.
“Sue’s editing style is very comfortable,” Porter said. “The magazine is like reading a letter from home. Everyone who subscribes to Mules and More, feels like they are truly a part of a special mule family.”
The future of Mules and More, like most magazines, lays in staying current on technology and customer relations.
“I believe with new management and younger ideas, the magazine will continue to grow.” Cole said. “But, since mules don’t reproduce it is extremely difficult to charge the amount for advertising that is needed to bring the magazine to full color, as I would like to.”
Even though the horse economy has been on a slight decline, Cole does not think the mule and donkey industry will decline anytime in the near future.
“I think the magazine has a very solid future for many years,” Cole said. “I have seen a number of mule publications come and go, but Mules and More is a very established publication, and word of mouth advertising keeps new people subscribing.”
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