Dwight D. Eisenhower said, “In preparing for battle I have always found that plans are useless, but planning is indispensable.” He could have been describing today’s publishing landscape.
Articles by Jim Elliott
Magazines always attracted people with common interests, but except for association publications whose members belonged to the same organization, most readers were not really a community, because they didn’t have any convenient way to identify one another.
Today, outsourcing ad sales is getting to be more prevalent. Heads of magazine companies are running out of options due to constant or rising sales expenses combined with lower revenues. To many, outsourcing all or some of the sales function may seem an unacceptable option, but it doesn’t have to be viewed that way.