#TheFirstWeekOfFall

Editor’s Note:  If you’re lucky, you get to meet someone during your career who can inspire imaginative thinking, offer a calming influence and when necessary, some very funny late afternoon riffing. This post was inspired by a long time friend who called to blow off a little of that late afternoon steam and crack wise about the magazine “media” industry.

This is for you my friend. A thanks for the friendship, the fun, and the ability to laugh at the absurdities of our business.

The first week of Fall is upon us. Kids have been back in school for a while. Leaves are starting to change color and some are already falling from the trees. There’s no frost yet but maybe the air where you live is a little cooler. There’s that anticipation that the holiday season is just there, just a little bit beyond the horizon. You may be too busy to think much about it, but it’s starting to push its way into your thoughts.

Here in the shallower pools of the publishing industry. That place where magazines get sold at full retail, most people have their production schedules set. They know if they have promotional dollars. They know if they have a job. Or if they’re going to get outsourced. Again.

But more importantly, if you work in newsstand, you may already have a pretty good idea of what those second half AAM, BPA and MagNet reports could look like.  For those of us who dare to dream we have a pretty good idea what upper management might ask when we’re seated around the conference room table sometime just before the holidays.

Picture yourself in that conference room. Maybe the meeting will go something like this…

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What do you think the end of the year will bring you? What’s your outlook for 2017?

Every Picture (Doesn’t) Tell A Story

 

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An infuriating, but not entirely accurate juxtaposition.

I saw this picture in my Facebook and Twitter feeds last week. It’s pretty powerful and tells a story that is true. At the same time however it’s not exactly accurate.

Oh great, now I’m going to come off like I’m mansplaining. Well, here goes.

I spend my life in the magazine world. For the past year I’ve had the really terrific privilege of working in the children’s category with a noted and well-respected children’s publisher.

I also used to be a Boy Scout and a subscriber to Boy’s Life Magazine. So I’ve kept an eye out for the magazine and watched their evolution for a long time.

So I get the anger that the picture and accompanying article is expressing. I get the point. It’s the 21st century. Why are we still telling girls to be pretty and cute and love pink and purple and wait for their prince instead of go out and have adventures?

This is a no brainer.

But the question I wanted to ask when I saw the picture was: Why the hell were those two magazines put side by side in that library? Don’t those librarians pay attention to content?

Boys Life Magazine is the official publication of the Boy Scouts of America. The magazine is about and for boys. Boy Scouts: Camping = rockets, experiments, social projects. Boys.

Girls Life Magazine is a publication that is run by a privately held company that publishes a consumer-oriented magazine aimed at girls aged 10 – 16 who are raised in what I guess some might consider consumer oriented families? On it’s web page it says without any apologies exactly what it is all about: “focusing on fun stuff like fashion, beauty, and celebs along with real information and advice on friends, family, school, tough stuff and more.”

So, yeah, there you have it. The publishers are very up-front about who and what they are. I’ll leave it to any reader who passes by to decide if they want to judge that.

The question, then is are there magazines that are aimed at pre-teen and teenaged girls that aren’t all about fashion and celebs and beauty?

The most obvious example is Discovery Girls. This publication considers their readers to be “curious, strong, and enthusiastic about becoming the very best they can be.”

Discovery Girls

Perhaps the best in the category.

And while some people aren’t thrilled with some of the consumer aspects aligned with its parent company, Mattel,  American Girl Magazine magazine says that “In a culture that tends to pressure girls to fast-forward through their childhood, American Girl tells its readers: “It’s great to be a girl!”

American Girl

It’s great to have a deep pocketed parent company.

I think that New Moon Girls Magazine is probably the closest thing to what the author is looking for. I would hope that the library where this was spotted carries the publication. New Moon was founded in 1992 as a magazine and on-line community for and about younger girls. The fact that it’s survived independently for 24 years says a lot about its editorial strength. I’ve read this magazine. It’s great.

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24 years? They’re doing something right don’t you think?

There’s a new entry into this category and I’m really excited about finding a copy in the wild.  Kazoo Magazine  is a brand new quarterly magazine for girls who want to “make some noise.” Regular features in this new magazine will include “…science experiments; comics; art projects; recipes; interviews with inspiring women from Olympic athletes to astronauts…”. Frankly, I think this may be the most interesting children’s magazine launch of the decade.

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Go make some noise! A lot of noise! And sell a lot of copies!

 

Interestingly, most magazine that are published for younger children, such as Highlights, Ranger Rick, Cricket and Ask are not sex specific.

What about atypical launches for adult women? There are always some really great new launches each year. Perhaps the most interesting one I’ve seen is the print version of “Misadventures Magazine,” a quarterly print publication that started life as a web site, sprouted an e-commerce store and then it’s first print edition a year ago.

MisAdventures Mag

Great cover. Great launch. Great niche.

So, yeah, here we are, well into the second decade of the 21st century. A decade that has seen “typical” social patterns, sexual stereotypes and the like shattered. It is both sad and upsetting to see that in a place of learning, a library where clearly the librarians should know better, that a “typical” boys magazine is placed next to a “typical” girls magazine and implies that they are equal. They’re not and this is especially true when the two magazine have next to nothing in common with the exception of some very old tropes.

A deeper look at the whole of the category shows that there is more out there, for girls at least, than celebs and mean girls. The durability of titles like Discovery Girls, New Moon Girls and the exciting launch of Kazoo shows us that.

So maybe the question should also be, “Where are the alternative niche boys magazines?”

 

In Praise of Analog

There’s a large rectangular white box sitting in our basement. It’s a basic white refrigerator and it has absolutely no bells or whistles. Two doors, freezer up top, fridge on the bottom. You set the temperature with a dial. The big add-on was some extra ice-cube trays.

At best estimate, it’s about 20 some odd years old and it’s lived in three different homes. Over the years it’s been used and abused and ignored and neglected. But no matter what, it’s always worked and done it’s duty.

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As a self-employed person, most of my ready cash goes to the government; the insurance people and what’s left over might make it into a retirement account. There’s not a lot for the latest in digital bells and whistles. So I’m think I’m pretty good at keeping my tech up to date with the latest installations and when I do pick up a new piece of equipment, I make sure its’ fully powered and going to last.

But it seems to me that in today’s digital environment we are slaves to the tech. At two years of age, my once top of the line iPhone 6 is starting to have techno burps, farts and tantrums. A three-year-old iPad periodically disconnects itself from a Wi-Fi router that is sitting no less than two feet from it. An even bigger and more powerful router that is less than two years old tends to get into arguments with the Comcast cable box. Of course all of the Comcast lines in the neighborhood like to go on vacation periodically.

We are slaves to our tech. At last count, I had something like 125 different passwords on file to different sites. They change frequently and while there are numerous handy little apps and built-ins on browsers that track it all for you, how many times have you found yourself repeatedly trying to get a new password sent to you by the site you’re trying to access?

It’s no longer enough to be proficient at MS Office. We also have to know a host of other digital programs and apps if we want to be attractive to a new employer or client. But ask yourself, what exactly did you get out of the latest update? The annual OS updates from Apple alternatively either slow down my machines, or offer “innovations” that seem pointless. Does anyone like the last few iterations of iTunes? To be fair, while some of these updates are nice to have, I don’t understand the hyperbole that accompanies them. Yes, it does make computing easier, sometimes. But I’m surprised it took you this long to figure out how to make this happen.

Please don’t get me started on what I think of MS Office updates.

Our tech is supposed to manage us, make our lives easier, make us happier. Does it? My friends who have the latest Apple Watch or similar digital minders seem to be constantly distracted by something twitching on their arm. At the beginning of many runs or bike rides, I find myself mildly annoyed with the Fitbit app because of some lag or error message or the simple fact that it exists and I feel compelled to turn it on. I’ve been known to give the finger to my poor iPhone because the free version of MayMyRide is chock full of pop ups, interruptions and requests to rate it. Then I feel irritated that I feel entitled not to want to pay for the pop up free version.

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Source: Fastcompany.com

We used to have a washer and dryer that were, according to a home inspector, at least fifteen years old. “You should get another five years out of them,” he said, “They’re a little beat up so keep an eye out.” They lasted another ten and when the washer sprung a leak and made a lake in the basement, we replaced them with the latest in front end loaders.

“Well,’ said a repairman we had out to the house recently, “These new ones tend to burn out pretty quickly. You said it’s ten years old?”

I did a quick calculation and nodded.

“You’re lucky! Seven or eight is what I usually see for this model.”

Lovely.

Our cars send us emails when they don’t feel well or think they need something. They ping at us when a tire is running low. The more expensive cars tell you which tire. If you’re driving something a little more middle class, you have to guess or remember where you put your tire gauge.

I mostly curse at my cars so maybe they feel bad. They tell me that “The phone has been connected!” and then disconnect the phone. I like the idea of satellite radio, but do I want to get clipped for yet another monthly fee for some tech?

Let me make it clear, I’m not some Luddite wishing for the days when we had to cross the room to change the channel from CBS to ABC. I usually appreciate the tech and think that much of it is nice to have.

But it seemed like analog refrigerators, TVs, cars, stereo systems and phone worked for me. They were there to serve me. They did exactly what I told them to do. To be honest was not very much. But they did what they were told and if they didn’t, they were fixed.

Today, I often feel like I serve at the pleasure of my tech. I do what they tell me to do. I service them. When I’m not in awe of some of their capabilities, I have a queasy feeling that I’m not really in control of gadgets.

The ACT 6 Conference Addresses the Newsstand

In 2009 I was excited to hear that Dr. Samir Husni (aka Mr. Magazine) had launched the Magazine Innovation Center at the Meek School of Journalism at the University of Mississippi in Oxford. I thought it was past time that the conventional wisdom was challenged. Yes, the world of information is changing. Yes, digital is the future. But did that mean that digital was the only future? While we  embrace digital, revise how we look at media and magazines and journalism do we have to dance so happily on the grave of printed magazines?

One of the missions of the MIC is to host conferences that discuss the business of publishing in an open and free ranging forum. The conferences are called ACT (ACT is the acronym for “Amplify, Clarify and Testify.”) At the first ACT conference I was thrilled to see speakers beyond the usual batch of insiders who spoke at most magazine conventions. Better yet, we got to hear from a wide range of Samir’s publishing acquaintances from overseas and learned how they were addressing the changes in the magazine world. And even better than that, the auditorium in Overby Hall was filled with journalism students, undergraduates and graduates who were there to learn about magazine publishing and what the future may hold for them.

This year, the ACT conference was in the Spring (April 20 – 22) instead of the Fall.  After five conferences that focused on a wide variety of topics, this years’ ACT featured several panels on the struggles of the newsstand side of the business.

Day One of the ACT conference kicked off with an industry overview from Tony Silber of Folio Magazine. It was followed by a very lively and informative address from Sid Evans of Southern Living Magazine.

Day Two took on a whole different form.

The conference kicked off with an historical overview of the makeup of the newsstand distribution industry from John Harrington, a consultant and editor of the New Single Copy newsletter and former head of the industry trade group, The Council for Periodical Distributors of America (CPDA). John is a long time industry veteran and he was able to lay out for many conference participants how the newsstand was organized, how it had worked for many years. Finally he explained why the industry experienced such rapid consolidation and had arrived at such a precarious position in the second decade of the 21st century.

But for any newsstand veteran, the surprise was the next panel, “Reimagining The Newsstand”. This was a remarkably open and frank discussion between several publishers, a major magazine wholesaler, and the major supplier of books and magazines to Barnes & Noble. The panel was moderated by Gil Brechtel, a former magazine wholesaler and current CEO of MagNet, a data service that provides publishers with store level information on their newsstand sales. The members of the panel were: Shawn Everson of Ingram Content, David Parry of TNG, Hubert Boehle of Bauer Media, Andy Clurman of AIM Publishing and Eric Hoffman of Hoffman Media.

While it was not that remarkable to have wholesalers and publishers on a panel discussion, this panel was more lively and open (Perhaps because we were nowhere near either coast?). Before the panel opened, each participant was given the opportunity to give a short presentation on their side of the business. This was incredibly informative. I could understand, fully for a change, the incredible pressures that TNG operates under (High fixed costs, pressures from retail customers, competitors for space within those retail customers, pressure from magazine suppliers). I could see why a publisher from another country (Hubert Boehle of Bauer) would view the American newsstand with a skeptical and quizzical eye (Germany has similar sales volume as the US, yet a higher sell through and lower remittance to the retailer). It was fascinating to hear about the transformation of Ingram from a strictly magazine and bookstore reship operation into a multi-channel company that also profited from digital production and distribution was impressive and remarkable.

Did the panel fix the newsstand?

Of course not. The challenges that face the newsstand distribution business can’t be fixed in one morning. But to my mind, this was the first of what should be many open, frank, and engaging discussions. We should continue this conversation. You can watch the presentation below:

 

This panel was followed up with another MagNet sponsored panel titled “Cover Data Analysis for Editors”. This was led by Joshua Gary of MagNet and included Brooke Belle of Hoffman Media, Josh Ellis of Success Magazine, Liz Vaccariello of Readers Digest and Sid Evans of Southern Living. From my perspective, this was another successful panel. It was refreshing to hear from editors who understand that newsstand copies are the public front door to their magazine. That something designed to appeal to a potential reader could make that part time fan of the magazine a full time paying subscriber.

 

Consider the potential streams of revenue open to magazine publishers today: Events, e-commerce, newsletters, blogs, video, subscriptions. Ask yourself, why wouldn’t you put your best foot forward with every single issue that hits the newsstand? Why wouldn’t every newsstand cover be a piece of art instead of the very last thing you think of?

I don’t know. Any art directors or editors want to chime in?

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The MagNet cover panel discusses the impact of discounted sub on newsstand sales.

In a March editorial, Tony Silber, the VP of Folio Magazine stated that the fate of the newsstand is not the same fate of print magazines. Tony correctly points out how the channel no longer generates much, if any profit. That racks are “truncated”. That many editorial pursuits have moved online. His address at the opening of the ACT conference was inspiring. But on this point I’d have to disagree. What has happened to the newsstand could very well be the fate of the printed word if publishers do not pay attention to all aspects their business. If all they do is react.

The fate of the newsstand is the fate of any business if the participants pay no attention the rumblings of their customers or suppliers. If you don’t watch and respond to trends, the fate of the newsstand is waiting for you.

If we want readers to buy newsstand copies, we have to give them a reason to do so. If we want the newsstand channel to be profitable, then the participants in the channel have to cooperate and on the same page about who, how, when and how much they will get paid.

Recently a supplier contacted one of my customers and rather (Rudely I thought) informed them that they were not profitable, that they would have to switch to another form of discount and that they would have to agree to this right now this very minute or else they would be dropped. A quick review of this distributors sales showed that their sales losses were significantly higher than anything else this title had ever experienced. Moreover the discount structure that the title was currently declared “unprofitable” had been imposed by the distributor in an earlier “either/or” declaration. In other words, the losses this distributor incurred were self inflicted. Why? Because they took their eye off the ball and didn’t think long term.

When will sales stop declining? When we give readers a compelling reason to buy. When the producers of the content, the publishers decide that it is a channel of sales that they should pay attention to. In fact, during the ACT conference, we heard from several publishers who are doing well on the newsstand precisely because they are paying attention to their business.

It’s my hope that the discussions that were started at this years ACT conference continue. The alternative is a continued drift. At a certain point, we need to stop the drift and chart a new course. That point really is now.

Put This One in the “WTF” File!

Back in the day, back when there were more than 300 magazine wholesalers and eight or nine national distributors, the coveted jobs were often the ones where you worked directly for a magazine publisher. The big publishers: General Media, Playboy, Conde Nast, Ziff-Davis, all had people out in the field. According to an old “Bunny Book”* from 1990 that I found in a recent sweep of my office, Playboy Magazine had at least eleven people working in the newsstand department: Five people in the field, one in marketing, and another five in the corporate offices.

If you were a national distributor rep toiling away for Curtis, Kable, Select or ICD, a job with one of those publishers was a ticket to more pay, travel and career success.

Even smaller publishers often had people out in the field. I worked for Outside Magazine, a single title publisher and we were a department of two. When I wasn’t working on specialty sales I was sent out once a month into the countryside where I would call on upwards of five or more magazine wholesalers in the course of a week. I recall a US News and World Report representative joking that he worked for two magazines: “US News is one. World Report is the other,” he quipped. I guess you could call that rep room humor.

Which brings us to the unexpected news from late Thursday afternoon: Harris Publications is closing it’s doors. This forty year old publisher may be one of those companies where you might have recognized the title, but never realized how many titles the publisher actually produced. Harris published upwards of 75 different magazines running the gamut from The Harris Farmer’s Almanac to Celebrity Hairstyles, Who’s Who in Baseball, Survivors Edge, Naturally Danny Seo and Dog News. If a trend got hot on the newsstand, Harris wasn’t far behind with a new title launch.

In fact, I had a running joke with myself whenever I came across a new magazine on the newsstand that I didn’t recognize: I’d pluck if off the rack and before I turned to the staff box to see who the publisher was (and if they had a consultant), I’d say, “I bet this is a Harris special!” I was often right.

Back when there were more wholesalers and distributors and field people, I frequently ran into Harris reps. Aside from being really great people, I was always impressed with how much they knew about the wholesaler system and the retailers that were serviced. They knew which buttons to push, which retail buyers were open to new titles, how strict certain distribution managers were with authorized lists, who the best route supervisors were and which general mangers you wanted to stay as far away from as possible.

So is it surprising to see that Harris is going to “wind down” it’s operations? Well, initially I’d say yes.

In fact, the headline for this post is exactly what I said. “WTF?”

But on reflection, maybe it wasn’t that surprising.

It seems to me that Harris was always something of a “newsstand first” type publisher. While that may not be impossible to do even in today’s market, it is certainly a risky way to run your publications in the first year of “Off Invoice RDA” and POS sales reporting. In 21st century publishing you need a lot of revenue buckets to make things work. I could be wrong, but Harris titles never seemed big on subscriptions or advertising and I wonder how big their digital efforts really were. In a letter to industry partners, Stanley Harris acknowledged the changes in the publishing industry and then said,

“We have tried mightily to persevere against these forces, but have been unable to overcome these challenges.”

So perhaps the management at Harris felt it better to fight how the industry was changing rather than hop on and try to wide the waves?

Most people don’t really like change. I can understand that. One of the things that I find interesting about the newsstand industry is that it is constantly changing. When I entered it in the early 1980’s there were some long time employees in some of the rep rooms I worked in who lamented that things hadn’t been good in the business since the 1970’s when “They started hiring all those women and bringing in those computers.” Now those gentlemen were real dinosaurs. Nice guys, often, but dinosaurs.

The loss of Harris is a blow to this business. We need the numbers and revenue from those titles. We need them on the checkouts and mainlines. We need them in feature pockets and flex pockets. Harris’ distributor is certainly going to feel pressure from this closure and that is not a good thing. Hopefully the better titles can be salvaged and made competitive for today’s market and their employees can find new homes and continue to work in magazine media.

In the meantime, I’ll stay on the foredeck and wax my surfboard.

I'd rather be here...

 

*: The Playboy Bunny Book was the official listing of all “Playboy Approved” magazine wholesalers in the US and Canada. It was a coveted possession because it had the address and phone number for all of these wholesalers. As an added bonus, it had phone numbers for the wholesaler sponsored “Rep Rooms.” How else could you reach your traveling companions in the days before cell phones? For those reps who were looking for new employment, it also included listings of all the national distributors and their key personnel and phone numbers. In the early 2000’s Playboy ceased publishing this directory.

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A scan of the cover of the 1990 Playboy “Bunny Book”

 

A BoSacks Reader Speaks Out

Precision Media Group leader Bob Sacks was an early adopter and claims to have America’s “Oldest e-Newsletter”. Five days a week you can open up your email and find three interesting and timely articles Bob has selected that cover a variety of trends and topics of interest to the magazine media business. Bob often includes his own insight and wit to many of the articles. On a regular basis he collects and then publishes the thoughts and responses from his readers.

Two weeks ago, I posted “Maybe We Should Rephrase The Question”, asking if perhaps it was time to stop lamenting the decline of the newsstand and instead see what was working and how we could replicate that on a grander scale. The post appeared in the newsletter and along with a huge lift in visitors to this blog, one of Bob’s readers responded to the post with a series of suggestions on lifting newsstand sales.

I’ve reposted the questions below along with my own answers. The questions are good and I hope they spark a discussion about what works, doesn’t work, and could work on the modern newsstand:

Question: What if there were five times as many places one could buy a magazine (not every magazine, but a magazine)?

At a national level something like that has happened – although not to the level you  propose nor in terms of the quantity of retailers with mainline magazine racks.

There are many places now where the “newsstand” is a select group of titles that reflect what the retailer carries. Home Depot, Orschelns Farm & Home and Toys R Us are just three examples.

Twenty-five years ago, many chains in these categories did not carry magazines.

 

Question: What if we made the newsstand inconvenient?  Like only one in a community instead of every line at the grocery?

You must be thinking that scarcity would drive up demand?

In some communities newsstands are scarce. But perhaps not in the way you are imagining.

The local wholesaler no longer exists and neither do the bookstores or newsstands that the company owned. Locally owned stores or regional chains (Think Arbor Drugs in Michigan or an IGA Supermarket) that used to carry a large assortment of magazines have been sold and merged into a national chain and the only place to get a magazine is at the Wal-Mart or Walgreens. Both now have smaller mainlines and checkouts.

The question isn’t so much scarcity of magazines so much as the dip in demand for newsstand copies of magazines and the changing habits of the shopper.

Question: What if newsstands were a drive-through?   

Interesting! There is (or used to be) a “drive through” convenience store chain in northern Ohio. I do recall them on some “dealer guides” (remember those?) back in the day.

A more modern variation on that could be the “Pick Up” locations that the grocery chain Peapod has developed. But you’d have to have a committed program with the retailer. This means that someone in the current chain of delivery would have to think the idea is worth pursuing.

Frankly, it would be great (and simple) to include single copies of magazines in home deliveries of goods. My concern would be how to get the public to buy in and make it a habbit.

 

Question: What if magazines were sold in pairs of titles rather than one at a time at retail?

Clearly this question was asked by someone who has never seen an adult magazine “pack”.

Tongue now out of cheek: That is happening on some levels. Hearst sold a “pack” of their Fall Fashion titles this year in a gift box. Fantastic idea!

Local city publishers will often polybag a “Home” or “Fashion” supplement with their main title.

The real issue is always cost. Doing this isn’t cheap. ROI is not guaranteed. Think of the challenge if it were a case of “co-publishing” and two different publishers were involved.

And staffing. Having enough people around to make it happen is usually a challenge.

 

Question: How can we enhance the value of the single copy?

By charging a more realistic price for a subscription?

Question: What if single copies were sold and distributed monthly to people who meet for social reasons already?   

A great idea! Let’s staff up!

In the audited circulation world, that can often be looked at as “verified” or some sort of club membership subscription – not single copy. Or it could also be some sort of paid bulk circulation. Again, the issue is finding the right group, selling them on the title, getting them to agree to a price that will pay for itself, and making the effort worth the while.

As an example, a sports book I once worked with had the great idea of selling the magazine as an added value to local sports clubs. Great idea. But hours of labor to find, locate and then sell the program to one local club would at best yield a hundred or more in a bulk delivery at a severe discount. It’s often a question of resources. Time, Inc. or Hearst may have the resources, a small circ title doesn’t.

 

Question: What if a fresh People magazine went home with every customer at a hair salon?

Joe Ripp is a little busy right now. And, see above for AAM circulation rules.

Question: What if a fresh copy of Real Simple went home with everyone who spent $50 at Home Depot the first week of every month?

See above. But I imagine that if an RS competitor is reading this….

Your timing is perfect! At a client meeting last week, we pitched this idea for a different title in a totally different retail environment. It is still on the tickle list so we’ll see where it goes when we meet with the buyer.

Question: What if newsstands become emporiums that sold what was advertised in the magazine(s) associated with the emporium?

If I’m reading this question correctly, you’re suggesting that a publisher try to compete with Wal-Mart in both physical and e-commerce?

If I’m not (reading this correctly), in reality one of the “pros” that we use when we pitch a magazine to a retailer for authorization is that the people who read the magazine will be in their stores looking at their wares and that the products advertised in the magazine are already in the store.

A more advanced variation on this theme can, and should be: Some level of cooperation between the publisher, manufacturer and retailer to bring potential readers into the store and purchase both the magazine and the ware. To varying degrees of success, publishers have attempted this. However, the idea is far more simple than the execution and it again, often comes down to a question of staffing and ROI.

Does Bob’s reader have some good ideas? Can we make some of this happen on the newsstand and will it lift sales?

If you’re not a subscriber to the BoSacks newsletter, click on this link and sign up. It’s well worth your time.

 

Maybe We Should Rephrase The Question

 

 

The next round of AAM and BPA reports are due out soon. Come on, you know where I’m going with this opening paragraph. The numbers will be released. Then the writers for Folio and Media Bistro and all the others will jump in and recite the numbers and, no doubt, newsstand will not look good. Someone will publish something that gives us all a stern warning.

Someone will ask, “Where’s the bottom for newsstand? ”

People will get defensive.

An industry thought leader will write, “How can they maintain these losses? Surely no one is going to the newsstand anymore!”

So I am thinking, maybe we should rephrase the question. Because, frankly, at this point, who knows?

So let’s not ask, “Where is the bottom?” and instead ask:

“What is working?”

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This is not working.

“Why is it working?”

Dominicks Racks

Clearly that didn’t work.

“How do we replicate that?”

“How do we engage our publications’ audience and encourage them to buy a single copy?”

We know single copy sales are a declining industry. But even within that decline, there are sparks of light. Why is that? Was it luck? Deliberate?

There are publishers who are innovating and seeking out new markets. Some are in non-traditional markets, others within the tried and true. Who are they and what are they doing? Is it niche specific? Title specific?

Can we turn this around?

I think it’s highly unlikely that we will see some sort of massive turnaround. As a business, we shouldn’t be looking for or hoping for the next TV GuideCosmopolitan, or People. Instead we should be looking for the next Backwoodsman or grow an emerging category like adult coloring books.

Keep in mind, our industry has adapted to and accepted many changes that some traditionalists thought would never change. So the next challenge is to adapt to the new realities we face (and share) at retail, the same ones that other marketers are facing, and see how we can continue to attract an audience.

So my question to you is:

What’s working out there? How did you do it and can you do it again?