Six Days on Route 66: Idea-Sharing at IRMA
The International Regional Magazine Associationâs annual conference just concluded in Oklahoma, and what had to be the magazine industryâs single longest event (six days) was also one long immersion in a primordial soup of ideas for a sector marked by vibrant publishing entrepreneurship.
IRMA, as itâs known to members, has long been about free, frank and open idea-sharing for magazines like Albemarle: Living in Jefferson's Virgina, Lake Superior, Wisconsin Trails, Southern Breeze, Mississippi Magazine and Down East. And the 2007 eventâhosted by Oklahoma Today in Oklahoma City, Quartz Mountain Resort Arts and Conference Center and various points on the legendary Route 66âwas no different.
Keynotes were provided by Samir Husni, the University of Mississippi professor known as Mr. Magazine, whom one attendee described as a âprint zealot,â and by CXO Media vice president Bob Melk, who represented the e-media opportunity. While some IRMA members, such as Arizona Highways, have significant Web operations, others donât, and it seems that for this corner of the industry, Web development is not as high a priority.
But even in the print realm, IRMA members displayed an energetic entrepreneurial spirit. (IRMA members are typically smaller than the big-name city magazines in the City and Regional Magazine Association, and IRMA has a non-compete featureâmeaning that effectively, members of the association have veto power over the admission of a competitor as a member. The result is that members are much more willing to share deep insights into their businesses.) A session on âHits and Misses,â where attendees described what worked for them and what did not, demonstrated that dynamic. Down Eastâs Paul Dioron, for example, told how his magazine experimented beyond its usual outdoorsy and seafaring fare with themed issues that also spotlighted non-core ad categories. They worked well, with some top-selling covers, he said.
Maryland Lifeâs Dan Patrell stressed that his magazine has âbecome good friendsâ with the local tourism agencies and convention and visitorâs bureaus, because those relationships produce both ads and in the long-term, custom-publishing opportunities. âItâs a great extension of our brand,â Patrell said. âWe do relocation guides, county guides and visitorâs guides.â Another good idea, he said, was the concept of an âEndangered Marylandâ issue. In it, a panel of recognized experts âchooses places to save today, and we publish the list,â he said.
On the âMissâ side, Mississippi Magazineâs Richard Roper described a photo contest that no one entered, and so he had to fill the pages with photos taken by staffers. âWhen [Cottage Lifeâs] Al [Zikovitz] says hire people smarter than you, thatâs good advice, but sometimes you need to hire people a lot smarter than you,â Roper said. âI read about the management theory called âManaging By Walking Around.â I walked down to the park three times and couldnât tell any difference at all.â
Then there was Louisiana Lifeâs Kelly Faucheux, who described how her companyâs owner bailed on the business after Hurricane Katrina, and so she and two colleagues bought the company. Itâs now thriving, she reported.
The conference had about 90 people in Oklahoma City, and 75 at Quartz Mountain, according to conference host and Oklahoma Today publisher Joan Henderson. âThe highlight for me is getting together every year with people who share things with me,â she said. âTo me thatâs whatâs most valuableâconnecting with people who do exactly what I do.â