The problem of this study was to determine how, and to what degree, a representative contemporary special interest magazine projected editorial, advertising, circulation, and financial obligations prior to publication and during its infancy. In essence, how did a representative nonsubsidized city magazine identify a marketable audience, resolve advertising and circulation policies, and meet financial obligations? Specifically, this study explored--in six chapters--the mechanics of pre- and post-publication planning at D, The Magazine of Dallas, which began publication in October, 1974. This study determined that twelve common denominators are essential, but are not necessarily a guarantee, for the success of a planned or newly introduced nonsubsidized special interest magazine.