Entrepreneurs Scott and Lauren Janney had plans to open a coffee shop with a magazine wall when the pandemic hit, causing them to rethink their business model. As a result, they launched Magazine Jukebox in January 2021, a digital magazine service for commercial spaces. The idea came about after the CDC recommended removing physical magazines from commercial spaces to prevent the spread of COVID-19. The Norfolk-based business, which started in 757 Startup Studios, now has seven full-time employees and four sales associates. Magazine Jukebox offers a wide range of magazines on lifestyle, trending topics, travel, and food, and plans to expand to 700 locations across the U.S. by year’s end. The digital service also positively impacts the environment by reducing waste and preventing unnecessary tree cutting for paper magazines.
Introduction
From Inside Business By Sandra J. Pennecke
NORFOLK — Entrepreneurs Scott and Lauren Janney were well on their way to opening a coffee shop in Hampton Roads — complete with a magazine wall — when the pandemic hit.
Initial Plans and Setback
The couple, who also owns an insurance business in Chesapeake, was excited to delve into a less regulated and more lighthearted business endeavor. They allocated funds, began their search for commercial space and developed a few design ideas.
“We agreed we wanted a large focal wall full of magazines for people to sit, disconnect and enjoy,” Scott Janney said.
Transition to Magazine Jukebox
In March 2020, they put their idea on the back burner because they, like so many other small-business owners, had no idea what the future looked like. Although they kept the coffee shop dream burning, the Janneys were disappointed when the Centers for Disease Control and Prevention recommended the removal of magazines from commercial spaces to help stop the spread of COVID.
That’s when, in August 2020, the Janneys came up with a different business venture — Magazine Jukebox. They envisioned providing a service of a digital magazine rack as an alternative to physical magazines in commercial spaces.
Growth and Success
The Norfolk-based business, which was an inaugural tenant in 757 Startup Studios and is now in Gather, has grown to seven full-time employees and four sales associates.
Since launching in January, Magazine Jukebox has grown in reach with a clear sight for 700 locations throughout the U.S. by the end of the year. The idea is to provide consumers a way to enjoy magazines without touching them while waiting — a solution for common spaces at hair salons, car dealerships, medical offices and coffee shops.
Customer Feedback and Environmental Impact
Hankins said she chose magazines focused on lifestyle, trending, travel and food — all topics her customers enjoy.
“Magazines just allow you to disconnect a little and focus on something else for a while,” Scott Janney said. “I also love knowing that we are doing something positive that helps to reduce waste and prevents trees from being cut down unnecessarily for the production of paper magazines.”
Conclusion
For more information, visit magazinejukebox.com.
Sandra J. Pennecke, 757-652-5836, sandra.pennecke@insidebiz.com
Question & Answer
1. What prompted Scott and Lauren Janney to rethink their business model?
They had plans to open a coffee shop with a magazine wall, but the pandemic caused them to reconsider. They launched Magazine Jukebox, a digital magazine service for commercial spaces, in January 2021.
2. How did the CDC recommendation impact the Janneys’ initial plans?
The CDC recommended removing physical magazines from commercial spaces to prevent the spread of COVID-19, which led the Janneys to transition to a digital magazine service with Magazine Jukebox.
3. How has Magazine Jukebox grown since its launch?
The Norfolk-based business has grown to seven full-time employees and four sales associates. They plan to expand to 700 locations across the U.S. by the end of the year.
4. What types of magazines does Magazine Jukebox offer?
Magazine Jukebox offers a wide range of magazines on lifestyle, trending topics, travel, and food, catering to different interests of consumers.
