Case Study – Magazine Publisher

2006 – 2013

Founder & Publisher

Texas LIVE Magazine & Media Co.

From 2006 to 2013, Rachael served as Founder and Publisher of a Texas-based regional media company, where she developed the concept from ideation to execution and led it through seven years of high-growth operations. Rachael built high-performing teams including: sales, editorial, marketing, and distribution. She cast vision, hired talent, and oversaw every aspect of the business, from brand identity, to designing operational systems, to scaling print and digital across the state.

Product Development & Distribution

7 Years

130+ Pages

60 Day Cycles

Business Summary

As President and Publisher, Rachael oversaw all areas of the company, including sales, editorial, design, development, and distribution. She recruited and trained a high-performing team using duplicable sales scripts and systems she created. Under her leadership, the company published a 100+ page flagship title and multiple niche publications on a consistent 60-day cycle—earning premium distribution in Barnes & Noble, Books-A-Million, Borders, Walmart, HEB, and major airport newsstands across the region.

In parallel with the company’s print success, Rachael launched and sold first-generation digital services—onboarding clients to early WordPress websites, blogging services, content marketing, and managed social media services long before these became industry norms.

She taught her sales team to package and sell digital marketing as an extension of the company’s media footprint, creating new revenue streams and future-proofing client offerings.

Rachael also designed and managed the company’s HR, bookkeeping, CRM, project management systems, and advertising operations, helping ensure seamless cross-functional performance. As the face of the brand, she actively networked across 10 counties through chambers of commerce, local events, and business expos—building deep, long-standing relationships within the Texas business community.

When blessed with children, Rachael transitioned to private consulting to focus on raising her young family. She launched Rachael Hall Creative and continued serving businesses through content marketing, strategic planning, and digital transformation.

“I just received the newest edition of Texas LIVE, it is beautiful! My B&B guests love this magazine – the photos, articles and personal attention to the nuances of our great state are on point. Keep up the good work!”

Marilyn WrigleyOwner, Wrigley House B&B

Good morning!

I am reading every word, front to back, of your magazine! Without reading a word, what I notice first is that you all excel in color, layout, and design! It is such a pleasure to be a featured advertiser in this fantastic publication!

Rosemary Alexandra

Highlights

Launched a regional magazine and expanded into digital media services.
Recruited and managed sales, editorial, development, and distribution teams to produce a 130+ page main title and multiple niche publications every sixty days for seven years.
Earned premium placement in Barnes & Noble, Books A Million, Borders, Walmart, HEB, and airport newsstands.
Onboarded clients into first-generation social media and websites and sold managed content services.
Transitioned from print to digital services and private consulting services in 2013.

Key Responsibilities

Operations Management: Directed day-to-day publishing operations, vendor relations, and internal workflows to ensure consistent production quality and timely issue releases.
New Business Development: Built partnerships with local and regional advertisers, sponsors, and community organizations to secure revenue streams and expand market presence.
Budgeting & Forecasting: Created and managed annual budgets, monitored cash flow, and implemented forecasting models to sustain growth and profitability.
Editorial Management: Oversaw editorial strategy, managed a team of writers and contributors, and aligned content with the brand’s voice and audience expectations.
Distribution Management: Coordinated regional print distribution channels, including retail outlets, events, and direct circulation, to maximize readership reach.
Website Development: Launched and managed the magazine’s first online presence, integrating web publishing with print editorial content to extend audience engagement.
Digital Marketing & Advertising: Pioneered first-generation social media campaigns, developed digital content strategies, and introduced early paid ad services for advertisers, positioning the magazine at the forefront of digital publishing trends.