Lobbyists, business leaders, policy makers and media will have to pay a pretty penny to get their two-cents published in a new opinion magazine that will debut in Des Moines this fall. But its publisher says it’s a priceless opportunity for public figures to opine on topics that affect Iowans with the hope of stirring public debate.

Lessing-Flynn Advertising, a 95-year-old Des Moines-based marketing communications firm, announced it will launch a policy-driven, opinion-forming magazine Oct. 15. Tom Flynn, vice president of Lessing-Flynn, said Issues magazine will target “important decision-makers and key-influencers” and is designed to present “issues” and impact studies currently under debate among the state’s leading thinkers. He said it would serve as a supplement for lobbyists, providing associations, companies and coalitions a way to reach public policy leaders.

“The purpose behind Issues is to help organizations effectively deliver important issue-related messages in a clean, professional, easy-to-understand magazine format,” Flynn said. “We’re not going to edit it unless they request it. That’s the appeal – to get their story out there with their own editorial control. We let them tell their own story.”

Issues will be mailed to approximately 5,000 “influential” Iowans, as determined by Lessing-Flynn, including elected Iowa government officials, at both state and federal levels; senior appointed Iowa government officials; journalists, including editors, publishers and columnists; local-level leaders and officials, such as mayors and chamber of commerce executives; registered state lobbyists; and community and business leaders. Flynn said the periodical has the potential to reach a readership of more than 15,000 people.

Though Issues promises complete editorial control, design, proofreading, pre-press, printing and mailing to its participants, it comes at a price. The magazine will not be financed through traditional advertising revenues or subscription sales, but through sponsoring organizations that contribute editorial copy. A one-time commitment per issue for an 800- to- 1,200-word article costs $3,850. The rate dips to $3,250 per issue for a three-time commitment and $3,000 for a five-time commitment. Additionally, Lessing-Flynn offers participants writing services for a fee of $1,500, if requested. The firm also sells a 30-word summary and link to the author’s Web site in the “Bits & Bytes” section of the publication for $300.

“We’ve built it so it’s reasonably affordable for anyone,” Flynn said.   He said a variety of factors motivated his firm to launch Issues, including a slowing economy in which many companies have eliminated or severely cut their marketing budgets, but are still seeking ways to disseminate their ideas.

“I think it’s a good time to launch this product because people are tired of waiting for the economy to turn around while not communicating,” Flynn said. “Besides, we’re not asking someone to bite off a huge amount of money from their budget.”

Flynn said the upcoming elections also influenced the magazine’s arrival time. Lessing-Flynn plans to publish five issues between October and March.

“There isn’t a more important time to communicate directly to the people who really influence public opinion and public policy-making,” he said. “Right now we’re in the middle of ‘the perfect storm’ in Iowa policy-making activities.”  Flynn said the launch of Issues was inspired on the success of Innovators, an agricultural magazine insert the company initiated a few years ago that was sponsored by eight ag-related businesses. Lessing-Flynn is also contemplating reviving that product, Flynn said.

“We got a good response before and found it was an economical way for people to get their message out,” Flynn said. “There isn’t a statewide medium for that to happen other than traditional media outlets.”

Flynn hopes Issues will also generate story ideas for those traditional media outlets. Charles Edwards Jr., dean of Drake University’s School of Journalism and Mass Communication and College of Business and Public Administration, said he is not familiar with Flynn’s publication, but he is confident responsible media companies will be able to distinguish fact from opinion.

“I would hope most established and reputable media outlets have the ability to distinguish PR from news,” he said. “But I’ve seen some cleverly-spun press releases disguised as news.”

Flynn said he is not concerned about the magazine’s editorial balance, claiming that it “will take care of itself” when competing factions see their opponents’ views in print and feel the need to respond. He says political tension will spark debate in the magazine.

“We’d like that to happen,” Flynn said. “There’s no agenda or restraints for it to lean one way or the other.”