Part 2: Designing a niche site and the "ink" of success

What is your background in web design and operation?
My background is in graphic design. I had no web design experience, nor did I ever take any design classes, web or graphic. I have always been the type of individual that learns better by doing, so by some degree I was flying by the seat of my pants.

In the beginning I would visit 100's of websites looking for things I liked (design styles, colors, tables and frames) and view the source code to see how these things were created. I bought one book, a learn-HTML-in-48-hours type, and used that for reference as well. The early stages of the website involved a lot of writing code, uploading it, viewing it and then going back to make modifications.

How did you go about building a subscriber base?
From the beginning we realized the importance of getting email addresses to keep in contact with our subscribers. We found companies that wanted "free" advertising and offered them trade for contributing to our contest page. On that page we ask information such as name and email address. We still do all the mailing list additions and deletions, as well as the mailings, by hand. We think that keeps things a little more personal.

What is your main source of revenue? What percentage is advertising as opposed to subscriptions?
Early on, this was a hobby I didn't mind putting some money into, and therefore wasn't making anything. Once things started to take off, we began selling advertising on the website and in the magazine. We created a registered dealers program to sell subscriptions.

At this point advertising plays a much bigger role in revenue than does the subscriptions, but this is similar to most publications. I don't mind giving the magazine away for free to potential subscribers, advertisers and "plain old readers" as long as this is creating business for our advertisers (which keeps them coming back).

The Autograph Report is certainly a very unique website. What advice would you give to people interested in relatively unconventional ideas for websites?
I think finding your niche is the key. Obviously I couldn't go into business to try and become a bigger and more popular search engine that Yahoo. First of all, I don't know anything about that business, and secondly I couldn't compete with them. Being an expert on the subject matter of your website, as well as finding something that doesn't exist (or doesn't have major entities) is very important. Sure, there are autograph websites out there, but it wasn't impossible for us to become the major player. We know the subject matter and do things well.

I'll be keeping my eye out for a George Washington, and thanks for all the "signature" advice!