What I Believe (FWIW)

Sometime in the past month, I passed two years of posting thoughts, facts, and links to articles on Twitter. The experience has been revelatory in that I have learned much from the people I follow. Learning the discipline of posting to Twitter has helped me focus on the publishing business and stay on track with other tasks.

In a month or two, I will pass one year posting to this blog and two years since I left the corporate world to go and work for myself again.

This week, a new client asked me to introduce myself, via a presentation, to his senior management team. He asked me write up an introduction that would state who I was, what I believe about my end of the publishing industry, and where I think it’s all going.

In lieu of anything earth shattering report on, I thought I would share it with you:

Since 1988, I have provided single copy sales consulting services for a wide variety of magazine publishers. These companies have ranged in size from small regional sports publishers to Ziff-Davis Communications, Fox Sports and the former Emap-USA.

The one constant in this business, from the day I entered it as a newly minted professional to the moment that I put these words into an electronic file is: change. Throughout all of this time, people have wanted magazines. Publishers have strived to produce them for their readers, and retailers and distributors have tried (often successfully, sometimes in spite of themselves), to make them available to the public.

Will all of this business go up in a blaze of e-ink, Flipboard and Facebook? Maybe. But certainly not tomorrow. The beauty of a magazine is it’s durability, it’s ubiquity, and it’s simplicity. No owners manual is needed. No need to fear a power surge or a low battery alert. If you drop it in the pool or bathtub or it get’s stolen from the beach, your loss is a few dollars, not a few hundred dollars. If people didn’t want to be magazine publishers, then no one would call me saying they wanted to publish magazines. If publishers didn’t want to produce magazines then why would Samir Husni and MediaFinder vie to count the number of new title launches each quarter?

Where will this business be in two years? Five years? Ten years? I don’t entirely trust the prognostications of many of the consulting firms daily e-blasts that flood our in boxes every morning. They have services to sell and someone paid them for their research. We do know that people are snapping up e-books and digital readers and tablets. But people are also still buying print books. And the book market is very different from the magazine market.

I firmly believe that a savvy consumer magazine publisher working in today’s environment will offer the reader both a digital and print experience. I believe that in order to thrive in this market, you must have a promotional plan that complements both offerings and encourages the reader to participate in both experiences. Paper only will not work. Digital only leaves money on the table.

What do you believe?

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