'BUT THIS IS A NEW MAGAZINE ...'

I'm getting a bit frustrated by the number of times I am being told that companies are not willing to commit to advertise in our shortly-to-launch magazine because it's new. Remember this is a global magazine with 78 years of history and tradition, and one that's been selling in Thailand (in English) for many years.
I could understand their views more if this was a brand new, never-seen-before title but this is a Thai edition of the world's most read source of global business news.
We never expected it to be easy, don't get me wrong, but for people to use the 'new magazine' excuse just simply isn't true. And I'll tell them that myself if I have to. Grrrrrr.