I have been either lucky or blessed when it comes to art directors because none of mine have been what you would call a âdiva.â
Freak, yes. Diva, no.Let me first say that editors and their magazines would be nothingânothing!âwithout their art directors. Every time my art director Catherine delivers me a new layout for Southern Breeze, it feels like unwrapping a gift on Christmas morning. And the same is true for my past art directors: Ellie, Tony, Jonathan, Myra, John, Bob, Carrie et al. All of them artistic geniuses, all of them lifesavers, and all of them know one truth to be self-evident: the editor is always right. Some describe the editor-A.D. relationship like a partnership. I agree, but the editor is the SENIOR partner. Others describe it as a marriage. That, too, is accurate âŠ and the art director is always the wife! (Yeah, I went there.)If you didnât know better youâd think that I had nothing but disdain for art directors. Nothing could be further from the truth. But the editor has final say. Period. The editor knows the audience or the industry the magazine caters to. And while the A.D. may want to create a counterbalanced, flowing, multi-spread amalgamation for the article on crescent wrenches, it just ainât gonna work. Stephen Sondheim once wrote that âwork we do for others; art we do for ourselves.â Make it pretty, art directors, but make it realistic. Granted, there are difficult editors who might ask for 12 designs of the same sidebar or make a font cursive. Editors can be unreasonable, demanding, and itâs not unusual to find an editor who simply has terrible taste. One editor-type I know loved graphics on the covers of his b-to-b, but not good graphics. Weâre talking flow charts! Yuk! And the poor art director had to comply even though he knew it looked lousy. (And it did; I saw it!)But like any good relationship, the one editors have with art directors should make life easier, not a daily battle of wills. If your art director is causing your hair to fall out or keeping you up at night, you can easily remedy the situation by showing him the door. Nobody is that artistically gifted.On the other hand, you show me an art director with too much power and Iâll show you a weak, ineffectual editor who has no business being at the top of the masthead. Powerful art directors are intrinsically responsible for redesign after elaborate redesign that typically signals the last throes of a magazineâs existence. However, like any marriage, the art director/editor union needs constant work. I find that one of equal respectâof talent as well as boundariesâhas worked best for me. But then again, never underestimate the power of busting chops.Tony, the art director Iâve worked with the longest, would always consider my ideas on, say, cover line font colors to complement a cover image. But I would always defer to him when it came time to pick appropriate art, mapping out the magazine, and pretty much everything else. We also had a mutually antagonizing working relationshipâwhile I insisted on imitating him with a Marlon Brando impression, he would find the most flowery verbiage in one of my pieces, print it out in 40-point type, and hang it up in the art department as if it were a warning for me to not get too carried away. It was a nice serving of humble pie, which is something all editors need now and then.My next post will feature feedback from some art director types. This oughta be interesting ...
Nearly two months without a day-to-day CEO, CMP may be ready to announce a successor to Steve Weitzner, who was moved from CEO to chairman earlier this year and left the company for rival publisher Ziff Davis Enterprise shortly after. I have heard from multiple sources that the announcement could come before the end of the week.
Although no oneâs talking, a logical choice candidate would be Tony Uphoff, CMPâs Business Technology Group president. Uphoff is a 20-plus-year industry veteran and is no rookie to the CMP brand. In the 1990s he served as BTG president and group publisher, and was publisher of InformationWeek. Last year, he rejoined CMP from Nielsen Business Media, where he was publisher of The Hollywood Reporter and president of the Film & Performing Arts Group.
Whether or not Uphoff gets the nodâor is the only hireâremains to be seen.
Oh, and donât be surprised if a restructuring happens shortly after the announcement.
I wrote a while back that most magazines were not particularly concerned with that ambassador to the reader, the table of contents page. Still trueâbut Esquire is an exception to the rule. TOChinations at the magazine predate Januaryâs redesignâthe book has a history of putting collaged, structuralist, and sometimes even more whimsical arrangements on its contents page. One (from late last Fall) put content in the form of an array of cubesâit looked more like a recent NYT infographic than anything else. Stunning and inefficient, that version took four pages rather than the usual two.
None of the magazineâs recent contents pages are your parents TOC, into which text is unceremoniously poured and routinely formatted. As a whole the pages vary in interest (to my mind the âissue mapâ version [above, bottom] is a hum-drum take on old gimmick of previewing spreadsâfirst done (I think) by Talk) but as a group they delightfully show the potential of the page.
[EDITOR'S NOTE: Buy Jandos new book!]
Maxim isn't exactly a bastion for journalistic integrity. Nor a bastion for music criticism. But according to the Black Crowes (you know, âTwice as Hard,â âJealous Again,â Kate Hudsonâs ex, beards) the magazine burned whatever credibility it had left by reviewing the bandâs upcoming album without actually listening to it.
According to a post on the Black Crowes official site, the Maxim writer, who âhas not heard the album since advance CDs were not made availableâwrote what appears to be a disparaging assessment anyway, citing âit hasnât left Chris Robinson and the gang much room for growth.ââ
Peter Angelus, the bandâs manager, said when confronted Maxim called the review an âeducated guessâ: ââOf course, we always prefer hearing music, but sometimes there are big albums that we donât want to ignore that arenât available to hear, which is what happened with the Crowes. Itâs either an educated guess preview or no coverage at all, so in this case we chose the former.ââ
Angelos added: âWhatâs nextâMaxim's concert reviews of shows they never attended, book reviews of books never read and film reviews of films never seen?â
Iâm awaiting word from Maximâs side of the story. But the incident does beg the question: Do you actually have to listen to an album (or read a book or watch a film) to review it?
UPDATE: An apology from Maxim editorial director Jim Kaminsky: "It is Maxim's editorial policy to assign star ratings only to those albums that have been heard in their entirety. Unfortunately, that policy was not followed in the March 2008 issue of our magazine and we apologize to our readers."
Former Time Out New York editor Brian Farnham has been tight-lipped about the Internet start-up company he left the magazine late last month to help launch. Today, though, I received this e-mail from Farnham via LinkedIn. His company is an online news information site called Polar News. And apparently, theyâre hiring.
The new positionâa production managerâis an interesting one. It seems to combine editorial, marketing and circulation responsibilities.
Interested? See the e-mail below.
From: [REDACTED]On Behalf Of Brian FarnhamSent: Monday, February 25, 2008 12:18 PMTo: Jason FellSubject: We're hiring!
If you have a moment, I'd appreciate your help. Please take a look and forward this job on to anyone you think would be interested in the position, or anyone else who could help me find a great candidate.
Thanks for your help! -Brian
Company: Polar NewsJob Title: Product ManagerDescription: If you... -- Get Web 2.0 -- Want to work in a flexible entrepreneurial environment -- Understand the term âhyperlocalâ and its potential -- Love building businesses from the ground up
âŠthen this may be a job for you:
A well-funded startup backed by Internet Pioneers Youâve Heard Of is looking for a Product Manager.
This person will OWN a specific vertical in a new online news and information siteâconception, development, execution, reporting, and measurement.
The PM will report to the Vice President and work closely with all other departmentsâcontent, engineering, marketing, etc.
-- Build and manage a product roadmap -- Innovate, develop and execute strategies -- Define user requirements for new features, incorporating cross-functional input, research, usability studies and competitive analyses. -- Define and implement feedback and reporting requirements for all products to ensure that they can be optimized based on quantitative and qualitative data. -- Work closely with the engineering team on technical implementations -- Work cross functionally and take a hands-on role when needed (Editorial, Design, Marketing and Engineering.) -- Identify business development opportunities and initiate meetings and potential deals -- Drive projects from birth to adulthoodExperience / Skills / Profile:
* BA/BS required, ideally in a business, marketing, or computer science/engineering related field. * At least one year of product management experience with strong social networking and Web 2.0 knowledge. * Proficiency in HTML and Photoshop are a plus. * Strong technical background (e.g., web standards, design and usability, and common web and application architectures). * Excellent organizational skills including ability to build effective working relationships. * Proven track record of setting aggressive goals and meeting them, with a style characterized by personal motivation, organizational skills and communications effectiveness. * Knowledgeable across multiple functional areas â Product Management, Engineering, UI, Sales. * Juggle multiple tasks and projects simultaneously in a deadline-oriented environment. * Strong aptitude for determining the optimal way to position products in the market. * Experience managing budgets and demonstrating ROI.. * Experience in online news, media, services preferred.
Competitive compensation package including base salary, full benefits, performance and start-up based incentives.
Quote from a media reporter at lunch last week: "Every
magazine tells me great things about their Web strategy, then I go back to
check their Nielsen traffic and they're too small to be measured."
If you believe the trade magazine box scores, online traffic was a rare Q4
bright spot for magazines last week in a month of mostly bad industry news
and advertising are down, paper prices keep going up.)
The fact remains however that unless you have swimsuit models or Lindsay
Lohan, your magazine site is still sitting below 100 million (and probably 10
million) monthly page views level.
Magazine sites have grown in the past few years by executing
against the basics-unique online content updated multiple times per day, blogs,
photo galleries, video, podcasts, user-generated content, etc. At this point, though, those features are
just the price of admission. The challenge for publishers now is to take a step
up out of the magazine site ghetto into competition with the real Internet
A typically brief and unscientific survey shows reveals two
emerging trends and one time-tested winner among strategies for putting the M back
Social Networking. Fast
Company is making a notable attempt to supercharge its user profiles into a full-blown social networking site. Though not a consumer site, Variety is also trying its hand at
Blogification. Several sites are jettisoning old-fashioned
magazine navigation in favor of a stripped-down blog approach, a la Boing Boing or Gawker.
The best example of this is the new PopSci.com-but I'll be damned if I'm
going to link to those guys-so I give you ReadyMade
Recipes. Not as sexy as social networking or blogs, but a
proven strategy built on the original user generated content play. Reader's Digest's AllRecipes.com gets 30 times the page
views of rd.com. BHG.com is
also above 100 million page views. Epicurious and MarthaStewart.com are also in the
topmost tier of magazine sites.
So there you have it.
Social networks and blogs are sexy, but apparently not as sexy as a good
ratatouille. Now if only I could think of some
science-related menus for Discover.
[EDITORâS NOTE: The following quotes are from various sessions during Day Two of the 2008 FOLIO: Publishing Summit. Weâll add to this list throughout the day.]
"We have a society columnist who looks at the computer and says, 'Over my dead body.' And that may indeed be the situation."âA city and regional publisher on the struggle to change the editorial culture at his magazine.
âThey not only save you money, they bring young, fresh ideas into an organization. Theyâre not cynical. They don't know it can't be done.ââMichael T. Carr, president, Greenspun Media, on hiring interns.
âI have 85 people in open revolt at any given time.ââCarr on getting his 1,200 employees to buy into a new business idea.
âWe spend $4,000-$5,000 per issue. But we have to do it to create an environment for these high end advertisers.ââLynne Groth, publisher, Gulfshore Life, on producing fashion pages for her magazine.
"We threw a $200,000 over-the-top party, and it cost us $10,000."âDana Spain-Smith, COO, DLG Media Holdings, on selling event sponsorships."You need to put fire in the belly of your writers."â Don Tenant, vice president and editorial director, Infoworld and Coputerworld, on getting reporters to write daily breaking news."We look for the money shot. It may be only five seconds, but its something that just can't be told in a textual form." â Evan Hansen, editor-in-chief, Wired News "Tremendous spikes [in Web traffic] can come through and then be gone. What does that mean?"âHank Boye, publisher, Harvard Business Review."People are reading in completely different ways. I have a lot of designers who get it, a lot of sales people who really want to get it, and then I have a whole bunch of editors who are in total denial."âCraig Waller, chief marketing director, Pace Communications.
The following memos were sent by Reed Business' U.S. CEO Tad Smith and global chief Gerard van de Aast, regarding yesterday's sale announcement:
From: Smith, Tad (RBI-US)Sent: Wednesday, February 20, 2008 11:11 PMTo: RBI-US All Employees; RBI-US RCD - Canadian EmployeesSubject: IMPORTANT BUSINESS ANNOUNCEMENT FROM TAD SMITH AND ALSO ONE FROM GERARD VAN DE AASTAs many of you now know, our parent company Reed Elsevier announced this morning that it was putting Reed Businessâ worldwide publishing business up for sale. Reed Elsevier no longer views advertising-dependent businesses as aligned with its growth strategy. The announcement this morning neither surprises nor worries me. We have a vibrant and exciting business that is successfully making the transition from print to online across dozens of market sectors in countries all around the world. There will be a healthy appetite for our business and your many contributions as staff members. The sale process will commence immediately, but it is unclear how long it will take to complete. For my part, I am committed to leading our business as your CEO during the sale process and thereafter. In the meantime, business will continue as usual and everyoneâs jobs, benefits and pay will be unaffected. Reed Elsevier also announced a restructuring program this morning. RBI-US has a 7-year history of diligent cost and headcount management actions, including some taken earlier this year. At this time, RBI-US has no plans for a large scale layoff or other special headcount reduction program beyond the extreme care we continue to exercise on headcount additions. Tad Smith, CEO, RBI-USPlease read the attached communication from Reed Business CEO Gerard van de Aast for more information. REED BUSINESS CEO UPDATE February 2008Dear Reed Business colleagues, Let me first address the question why Reed Elsevier has decided to divest Reed Business Information (RBI). RBI is a well managed, high quality business. However its strategic fit with Reed Elsevier is less clear since Reed Elsevier has decided to move away from advertising driven revenue models and focus on subscription based models. It is important to note that this says nothing about the quality and attractiveness of our business and the markets we serve. On the contrary we are a strong, well run business and our markets offer many opportunities, particularly in the online space. RBI is well positioned and I would like to share with you my view on our business and my confidence that we will continue to do well under new ownership. Letâs start by summarizing our key assets and attributes. Attractive marketsThe B2B markets that we operate in show solid, sustainable, long term growth of around 5-6% per year. Our advertising customers need to promote their brands, generate leads, create awareness and support their products and services and our readers keep themselves up to date through our print and online content. Although marketing spend and reader behaviour is shifting, in particular to online, the value proposition that we offer is as strong as ever. Leading brandsWe own many of the leading brands in our markets. The list is long and impressive with franchises like Variety, Interior Design, EDN, New Scientist, Estate Gazette, Totaljobs, Elsevier, Boerderij, StratĂ©gies, Australian Doctor and so on. All our brands have a rich heritage going back in many cases over decades, but even more importantly have an exciting future as well through our online developments which are starting to have a real impact in our markets and enrich our long established brands. Financial stabilityOur business has size, scale and financial stability. RBIâs revenue in 2007 was $1,709m with adjusted operating profits of $253m, cash conversion was 109% providing a stable and attractive cash flow. Size and scale also matter allowing us to effectively manage our business and fund new developments derived from continued scale benefits and savings. RBI employs 8,164 people. Clear strategyOur strategy has been very clear and effective. It is built around protecting our core print business, driving online growth and making sure we have the best people in the business. We have complemented this with targeted acquisitions. Our strategy is very effective given our results in 2007 and prior years. We now have over $500m of online revenue which grew by 30% versus prior year. We will continue with this successful strategy going forward. The best peopleMost important of all we have great people that are very much connected with the markets we serve. Be it in editorial, sales or support functions we have great strengths and competence. We also have made great progress in understanding and executing online business models. Combined, this will continue to be the bedrock of our success. Looking aheadIn the coming period, senior management together with Reed Elsevier will focus on finding the right new ownership for the business. We all can contribute to this by staying focussed on our business and deliver the results as before. Nothing changes in the short term and we should not be sidetracked by the divestment process. Reed ExhibitionsReed Exhibitions has pursued a very successful strategy in the last few years. This strategy, which focuses on organic growth enhanced by targeted acquisitions and development of our business in high growth economies (BRIC), has proven to deliver strong growth. In 2007 results again were good with revenue growth of 12%. Going forward we will continue with this strategy and add programs for online development which will become increasingly important. Reed Elsevier will continue to invest in the business and support the strategy. There is a Q&A specifically related to our exhibition business available to answer questions that might arise. I would like to thank you for a good 2007. All businesses in Reed Business met or exceeded their targets and delivered good growth. In particular Reed Exhibitions performed strongly and in publishing we did see continued strong growth in online. Although the publishing and exhibition businesses will go their separate ways, both are well positioned. I do understand that all this might raise questions including what it means for you personally. A list of frequently asked questions is available on your local intranet site and aREna today. I also encourage you to discuss concerns with your management. Communication will be straightforward and timely. When we have new information we will share it with you. Let me close by expressing my confidence in our future and give you my commitment that I will lead us through this process.Kind regards,Gerard van de AastCEO Reed Business
[EDITORâS NOTE: The following quotes are from various sessions during Day One of the 2008 FOLIO: Publishing Summit. Weâll add to this list throughout the day.]
âNo oneâs reading the magazine on the Web.ââDana Spain-Smith, COO, DLG Media Holdings, on the tired practice of replicating articles online.
âIâm trying to eradicate the word âhope.âââMichael T. Carr, president, Niche Media, on motivating his sales team to succeed.
âThe company was founded on the social construct of Dad at work, Mom at home, Chevy in the drivewayâclearly, we needed to change.ââJack Griffin, president, Meredith
"I'd tell people it was for hot young women and the men who can afford them. That was the mission statement."âCarr on the launch of Vegas magazine."Every single company we've bought [had] underperformed badly."âFrank Anton, CEO, Hanley Wood, on the state of the companies acquired by Hanley Wood before being acquired.
"To grow a business, you have to take risks, and you have to fail."
âAnton on his business philosophy.
"Since 2000, the business-to-business media has not grown at all. Not at all." âAnton, setting up an inspiring luncheon keynote.
"This sounds like heresy, but I don't think there's going to be many magazines left. It's not going to happen in my business career time, but I think it will happen." âGloria Adams, senior VP audience, development, Pennwell, on her opinion of print-magazine life expectancy.
"It's not about your Web site, it's about things going on around your Web siteâpeople linking to it, talking about you badly ..."âChrisitine Oldenbrook, director of marketing and emedia, Bobit Business Media
"I think at some point there will be people who don't make the cut. It's hard to make those cultural changes."âOldenbrook on salespeople's ability to sell e-media."If you have a Web 1.0 site, you probably need to redesign it."âJanet Ludwig, president, Allured Publishing
"We talk to women the way they speak to themselves."âTina Johnson, editor-in-chief, Women's Health, on the voice of the magazine."Oh, no. Not the p-word again."âChris Peacock, editor and vice president of CNNMoney.com, on the overuseof the word 'platform.'"YouTube has lowered the standard for everyone."âKaitlin Quistgaard, editor-in-chief, Yoga Journal, on the obstacles ofproducing high-quality video content for the Web.
MIAMIâDuring his morning keynote, Meredith Publishing Group president Jack Griffin explained the company's approach to selling via its M360Âș group. "It's a group set up to be media neutral. We're not selling a particular asset, but creating solutions for our advertising customers."
It's an approach that focuses entirely on selling integrated packages, no longer simply selling customers on a single mediaâprint display advertising, for example. It's also one that other publishers are adopting. CMP has realigned its marketing services team to be customer-facing by region, creating customized packages that rarely come straight off a menu. "We have teams focused in the customer client regions, in the sales regions if you will, working with different customers to do that integration across different platformsâprint, online, events, or deeper into a specific platform," says Scott Vaughan, vice president of marketing and research.
"Customers don't necessarily say to you âI want to advertise,'" added Elliot Kass, managing director, client content services. "They just say, âThis is what I'm faced with and if you can help me figure out a way to solve this problem then I'm very interested.'"
MIAMIâJason Binn loves a good partyâand chances are youâve been to one. The companyâs magazines throw some 300 a year, says Michael T. Carr, Binn's boss and president of Niche partner Greenspun Media. But that doesnât mean his sales teams are invited.
Carr told a working group at the FOLIO: Publishing Summit today that Capitol File, Niche Mediaâs luxury D.C. glossy, recently thre a party hosted by Forest Whitaker. The magazineâs sales team, though, was not allowed in. âThey donât attend the party,â Carr says. âThey stand in the lobbyâand stay in the lobby.â The sales staffers are required to greet every attendee on their way inside, and thank them on the way outâa quasi-host role, he says.
The reason? Their job is to schmooze, notâas it often happensâbooze. âThey can give a five minute sales pitch in the lobby,â he says.
Reasonable, but Iâd wonder about what a policy like that does for morale. File that under âno fun.â
It used to be that talk of product placement in magazines would elicit a scary backlash from church-state fundamentalists. Not so much anymore.
In a working group devoted to marketing and brand development today at the FOLIO: Publishing Summit, many seemed to think the issue has gotten beyond whether or not itâs a church-state violationâitâs not longer a question ofÂ do or donât but more like when and how.
âI think it will come. It will have to,â said Kevin Hyson, executive vice president, CMO, of American Media.
âThere may be a place for product placement,â said Hank Boye, publisher of Harvard Business Review and co-moderator of the working group, but only after careful examination so that the brand and editorial reputation are not compromised.
Jeff Pedone, director of e-mail marketing at ALM Media, asked the group if the church-state issue with product placement is an internal one. âAre you holding onto something that your audience isnât holding onto anymore?â
Janet Ludwig, president of Allured Publishing and working group co-moderator, said a lot depends, of course, on the audience. âIn b-to-b, you really have to protect your credibility. Itâs our lifeline.â When a product appears in the midst of content, she said, âa reader needs to know if thatâs been paid for."