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Josh Gordon

Digital Media Buyers Want You to Remember What Business You are In

Josh Gordon Sales and Marketing - 01/14/2008-16:10 PM

As media moves from being intangible to measured the details become more important, and lunch--the core tool of intangible sales-- less so. Along these lines, Ed Kelly executive vice president, digital media at KSL Media, offered sobering advice in a post last week on "Online Publishing Insider":

"We're not in the lunch business. We're in the advertising business. The publishers that heed this charge will outrun their competitors every time, even if their sites aren't quite as robust."

Kelly offers these guidelines for reps wanting to make the most of the new sales environment:

Respond to the full RFP. This sounds a lot easier than many major publishers evidently find it. Publishers can't pick and choose which questions to answer; it's an all or nothing proposition. If you're not going to address an issue, you have to tell the agency why.

Take it to the top. Senior management involvement is always appreciated. RGM chief Kamran Razavi managed JustLuxe's response personally, and at one point he had us collaborating directly with the JustLuxe publisher.

Prove the numbers. RGM provided Media Metrix runs, site surveys and anecdotal information without being prompted. That might seem ordinary, but it's not. Far too many publishers either don't have audited audience breakouts or refuse to divulge them.

Weave a program, not a buy. RGM bested the competition in several areas: the number of travel packages, the robust content and functionality of the program micro site, the variety of high-impact ad units promoting the program, and pricing that was aggressive in light of the demonstrated value.

Make pricing simple. The more complex the program, the more important it is to have clear pricing guidelines for CPM-based, fixed-fee and value-add program elements. RGM actually provided rates and pricing for three scenarios, with clear rules on what was included in each. Just as important: All of the scenarios synched perfectly.

Sound advice. 

Read Kelly's entire post on Online Publishing Insider

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Andy Cohn

Hiring a Musician to Edit a Magazine

Andy Cohn Editorial - 01/14/2008-10:19 AM

Recently, I had the task of finding a new top editor for The Fader magazine and Web site. Being a very targeted and specific editorial property, it is never an easy job to find an editor that meets all of our so-called "requirements," which are many and include (but are not limited to) writing/editing skills, vast knowledge and experience covering underground and emerging music of all genres, ability to work in a collaborative editorial environment and a multi-dimensional background not strictly limited to writing and editing. The last one is somewhat unique in that we want writers and editors here that aren’t just coming from a traditional/pure journalism standpoint (our new editor was not only a writer for the Washington Post, but lead singer of an influential indie rock band).

Of course they need to know how to write/edit first and foremost, but having diversity is a key way for the tone of our title to differentiate itself from the "other" music magazines and Web sites. That all being said, after interviewing a host of great candidates, one thing truly stood out through the process and actually reminded us what we are all about and what many other magazines should give heavier consideration to in their editorial hiring process is PASSION for the particular subject matter and magazine. There were many qualified people, but the ones that stood out were the ones who loved The Fader, and the feeling that they were not just looking at this opportunity as another resume building block, but a sincere desire to be a part of something they love. It’s been my experience that these individuals are also much more loyal, take on a feeling of ownership and dedicate themselves on a deeper level.

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Henry Donahue

CES Recap: Magazines Rule the Land of the 150-Inch TV

Henry Donahue emedia and Technology - 01/11/2008-11:50 AM

I called my wife Tuesday from the Consumer Electronics Show in Las Vegas:

"Forget about building that addition on the house. We need the money for the 150-inch TV I just saw."

Understandably alarmed, she pointed out that we would probably still need the contractor to build a steel-reinforced wall in the man cave to mount my dream television.

As I snapped back to reality, I surveyed the vast expanse of the Central Hall at the Las Vegas Convention Center. Hundreds of exhibitors covered the floor, each showing their own combo digital HD camcorder/DVD player/cellphone/plasma screen/gaming console.

If you've been there, you know that the effect can be overwhelming. Without a knowledgeable guide to highlight truly innovative products, a massive trade show like CES can rapidly become a tiring bore.

One of the perks of being CEO of Discover is that I was able to walk the floor with our news editor, Tyghe Trimble. With Tyghe's guidance, I saw some truly amazing technologies:

Tyghe also separated the quality from the dreck for Discover's Web readers, blogging from the event 2-3 times a day.

Across the show, magazine editorial teams performed the same filtering function, including Popular Mechanics (who had their own branded blog HQ above the floor of the Central Hall), Wired and niche tech titles too numerous to mention. The coverage spanned multiple platforms—daily blog entries, online video, podcasts, in-book product review packages and "best of" award events.

CES reinforced why print's self-flagellation about digital content is so pointless. First, major advertisers realize that the leading magazine brands are still the most trusted and influential arbiters of what products are good. That's why they hype the awards in their booths and, more importantly, pay significantly more for a single magazine ad page than for a month of online impressions.

Second, the preponderance of CES coverage shows that publishers are aggressively taking advantage of their online products' immediacy and interactivity. This may be more apparent in a tech-heavy environment like CES, but it exposes the fallacy that magazine publishers are ceding any ground to pure-play Internet providers.

I plan to explore this argument further in future posts. For now, though, I need to get back to preparing the man cave for the Super Bowl.

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Matt Kinsman

Maybe You Can Sell Digital Editions After All

Matt Kinsman emedia and Technology - 01/10/2008-16:33 PM

Early versions of digital magazines got a bad rap, thanks to static facsimiles and awkward reader tools that did little to improve the reader experience over print. However, digital editions have been evolving, becoming more seamless with online and offering new opportunities with search and archiving.

They may even show some promise as revenue generators. In a recent Folio: Webinar called Digital Edition Revenue Generation, part of a three-part Digital University Series sponsored by NXTBook Media, three publishers talked about how they're seeing financial returns with digital editions. Hearst Electronics Group created a custom digital edition called Project Analog for one sponsor, while UK-based Graduate Prospects phased out its decades-old print product for digital-only and is profitable.

ITEM Publications' Interference Technology started launching digital editions for the Asian market, publishing Interference Technology Japan six times per year with a 5,000 circulation. All ads from the print product are featured in the book (paid or not) and advertisers pay a 12 percent optional premium of the print cost for the digital edition.

Putting all ads, paid or not, into the digital edition saves time for the art director, and lets non-paying advertisers know what they're missing (paying advertisers are included in search results and receive reader tracking results).

In 2007, ITEM Publications saw $180,000 in digital publishing revenue and $70,000 from optional digital ad revenues. "It's not huge but it's not a difficult sale to make and it comes with high margins," says publisher Graham Kilshaw.

To access the Webinar, go to http://www.foliomag.com/webinars/4038.

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Bill Mickey

Guerrilla Cover Testing

Bill Mickey Audience Development - 01/10/2008-14:11 PM

I interviewed Kristy Kaus, Active Interest Media's research director, for a story I wrote in the January issue of FOLIO:. Kaus has been doing cover research for a number of AIM's enthusiast titles, and her program has provided a measurable boost in newsstand sales. The research is done via online surveys-a method that puts cover testing well in the realm of small to mid-sized enthusiast publishers that otherwise wouldn't spring for a full-on, focus-group or direct mail approach.

The testing is performed through a proprietary Web-based survey platform developed by Kaus, and can be executed with a 36-hour turnaround. If you're feeling skittish about using an online-based testing group, don't be. Kaus notes that readers are typically online anyway, and backtested her groups just to be sure their opinions matched performance. "We tested a past poor performer versus a past top performer. With every control on the online survey the top performer won. So that was enough to validate the program for us, that it's effective. And it gave us enough assurance that moving forward was a smart idea," Kaus told me.

I suppose it's a more guerrilla approach to cover testing, and perhaps not as hermetically sealed as a formal, live version, but Kaus' numbers speak for themselves: "For every test that I have done, the sellthrough has either stabilized with the same issue month the year prior or it has increased, and in some cases increased pretty substantially," says Kaus. Southwest Art jumped 12 percent in singlecopy sales, and Vegetarian Times increased 21 percent, for example.

Not too shabby.

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Dylan Stableford

Glam.com Founder: We'll Talk to Anyone, But We're Not Looking to Sell—Yet

Dylan Stableford M and A and Finance - 01/10/2008-12:27 PM

Great FOLIO: cover story this month on Glam.com and its pink-leaning founder, Samir Arora. The company is still somehow under the radar, despite its absurd traffic growth (25 million unique visitors a month across its network of 400 sites) and rank (ComScore places it among the top 25 Internet media companies).

One point that didn’t make it into the article but came out during a video shoot we did with Samir for FOLIOmag.com this week: he’s not looking to flip the company. At least, not yet. From rough notes I took during the interview:

FOLIO: I’d imagine, given all the success you’ve had in a relatively short period of time, you get approached a lot by some of this traditional media companies you’re kind of competing with.

ARORA: Yes, we do get approached, every month ... nothing serious ... but that wasn’t the goal. We want to create a great brand ... one that will have tremendous value in the marketplace.

If traditional publishers continue to miss the site network strategy, as Arora says, I’d expect that line of “approachers” to start looking like the runway at JFK, probably sooner than later. And when it does, it’ll be a fun exercise in valuation.

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Joanna Pettas

Hearst Tower a ‘Misplaced Missile Silo’

Joanna Pettas Consumer - 01/10/2008-10:04 AM

Architectural Record’s contributing editor Robert Campbell—also a Pulitzer Prize-winning architectural critic for the Boston Globe—takes a sophisticated jab at the Hearst Tower, which opened in October 2006, in the magazine’s January issue.

He writes that the building, designed by UK-based Foster + Partners, looks like a “misplaced missile silo”, “a cage for a single massive object”, maybe even “the carton the real tower came in.” It’s like a delinquent teen, he writes, that thumbs its nose at its older companion—the six-story Art Deco building from the 1920s that the new tower sits upon. The waterfall with the neighboring escalator that you see when you enter is “the kind of cliché you’d expect to find at a Hyatt convention hotel,” he writes. “The three-story shell of the old Deco building surrounds you on all sides, but nothing is done to dramatize the experience of yourself as new wine in this old bottle.”

(One thing Campbell doesn’t mention, surprisingly, is the “greenness” of the building, the subject that seems to come up most in reference to the tower. The Hearst Tower is New York City’s first building to get Gold LEED certification, the U.S. Green Building Council's highest.)

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Ted Bahr

Hemmings Motors Along

Ted Bahr B2B - 01/09/2008-23:03 PM

I was idling around the newsstand at lunch and was surprised to see the December issue of Hemmings Motor News sitting there, weighing in at 696 pages. Hemmings is basically an antique car and car parts directory. Looking for an antenna for that 1964 Corvair? Find it in Hemmings.

The curious thing is why the print publication is still thick as a phone book. If ever there was a publication to become disintermediated by the Internet, this is it. Hemmings is a place where you go to find things you are looking for, not for random discovery. And, in fact, it has a robust Web site, claiming to be the “world's most comprehensive and informative web site of its kind, featuring over 30,000 searchable cars-for-sale ads, 10,000 Car Club listings,” etc.

Maybe it’s because car collectors are old and don’t use the internet. Nope, we know that all age groups are active users of the Web. Maybe the Hemmings brand is so strong that they can REQUIRE classified advertisers to use print if they want to advertise online. Not so—you can advertise online exclusively. I just don’t get it. Why is their print edition so robust? Any ideas?

Leave 'em in the comments section below.

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Joanna Pettas

This Month's Cover: Good or Bad?

Joanna Pettas Design and Production - 01/09/2008-10:23 AM

Good got some bad reviews on its December cover from panelists in this month’s FOLIO: Face Up, but let’s not ignore the positives: Laura Wall says it is “contemporary and compositionally interesting.” Unlike Paul Lee, who doesn’t get the monochromatic look, Anthony Ficke thinks the use of a limited color palette “gives the image a chance to stand on its own.” Ficke also likes the profile shot and thinks the use of the equation is a “creative use of text combined with design.”

On the negative side, Wall says at first glance she couldn’t even understand what the magazine was about—“a real problem if you are trying to attract a newsstand readership.” It could be. But it took time for Bruce Bueno de Mesquita, the game theorist featured on the cover who uses math to predict the future, to gain respect from much of anyone. Now, his work has been used by the CIA, Fortune 500 companies and the U.S. Department of Defense, according to Good’s article. Maybe, in a way, it's just harmony of subject and form.

What do you think?

Click here to take the quick Face Up poll for a chance to win an iPod Shuffle.

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Dylan Stableford

OK! Publisher Touts Jamie Lynn Pregnancy Coup to Advertisers—Again

Dylan Stableford Sales and Marketing - 01/08/2008-11:11 AM

When OK! publisher sent a note to advertisers reminding them that the story that had America in a tizzy—Britney Spears' 16-year-old sister Jamie Lynn's pregnancy—was theirs, I criticized him for a misguided, blatant attempt to cash in on a teenager's apparent troubles ("OK! Magazine Breaks 'Intimate,' 'Exclusive,' 'Major' Pregnancy Story"), and a desperate ploy to stave off the cannibalization of a global scoop at the newsstand.

Well, Morrissy is at it again—this time, though, he has a point. Sort of. It appears his evil plan is working:

From: Tom Morrissy
Sent: Tuesday, January 08, 2008 9:45 AM
To: [REDACTED]
Subject: You Heard It Here First!

Dear Advertiser,

Ask yourself this question: Over the holiday week, how many times did I see news coverage of the Jamie Lynn Spears story, which OK! Magazine broke exclusively? Did it come up in conversation with friends and family at least once? If so, you've experienced the buzz that OK! Magazine has been so successful at creating with our major news stories this year.

We're proud to announce that this buzz helped propel OK! Magazine sales to well over 1 million copies at newsstand for the first time! In fact, this issue sold so well, we literally had to go back to press to satisfy the demand. We project a newsstand sale of 1.3 million for a total delivery of close to 1.7 million for the week! This caps a 2nd half in which the magazine averaged 947,055 copies on our 850,000 rate base - a bonus delivery of 11%.

But OK! isn't only breaking news... we're making news! Our surge in growth and overall awareness is such a phenomenon that the New York Times featured OK! Magazine on the cover of its business section. Click here.

So, as we finish off an extraordinary year of news-breaking exclusives, we want to thank all of our advertisers for their support. We finished the year with a 46% increase in pages (+187 pages), which is the biggest increase in the weekly market and the 4th biggest increase in publishing overall.

Stay tuned for more OK! exclusives. Happy New Year to all!

Sincerely,

Tom Morrissy
Publisher
OK! Magazine

News. Access. Style.
475 Fifth Avenue
New York, NY 10017
Office: [REDACTED]
Fax: [REDACTED]
Mobile: [REDACTED]
Email: [REDACTED]

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Mark Newman

A Case for the Generalist—Specifically

Mark Newman Association and Non-Profit - 01/08/2008-07:13 AM

When I was kicking around the Manhattan in the 1990s, I was stupefied by some of the attitudes of the folks doing the hiring. For example, let's say I had an interview with the trade magazine Recliner Retailer Monthly.* The editor-in-chief or whoever was interviewing me would be concerned that I didn't have enough "recliner editorial experience" but was impressed by my freelance articles for Armchair Enthusiast* and Couch Aficionado.* I would do my best at convincing the interviewer that as a generalist, I could easily adapt to whatever subject I was dealing with. However, the mechanics of the ins and outs of a magazine were the same.

This attitude was not as prevalent in the world of not-for-profit or association publishing. After a two-year stint with a medical association working on its monthly and quarterly medical journals, I was deemed A-okay to be the associate editor for another publication at a trade association. In this case, the executive director had the foresight to know that there weren't that many people in the market with association experience, despite the fact that my experience wasn't exactly the same, topic-wise. Yet he knew that I could adapt to the environment within a not-for-profit a bit easier than someone from a strictly trade or even consumer background. (P.S. I got the associate editor job and became the magazine's editor eight months later.)

This is all to say that the efforts of the generalist should be praised, not buried. The first article I ever published in my professional career—while still in college—was with Marching Bands & Corps.-how's that for a specialty publication? I wrote another article for them before the magazine went belly up, but those first pieces (along with articles in Delta SKY, Alabama Alumni magazine, and Convenience Store People) got me interviews when I landed in New York City in 1990. In fact, I had more interviews my first month in the Big Apple than I did my entire life up to that point.

When I was hiring recently at Southern Breeze, the candidate at the top of my list had similar experience with another regional publication. She interviewed well and did great on the editorial tests (see my previous post, "Hiring—and Feeding—Competent Editors"). Guess what? She quit after four days because it wasn't EXACTLY what she had in mind even though I vetted all the interviewees better than Congress does with a Supreme Court nominee. But it worked out for the better because she did not exactly function well under pressure, a must-have ability as we juggle 40+ annual publications here!

So for those of you paying attention, I did not take my own advice, but live and learn.

In 2001, I became the managing editor of a trade publication published by one of the big New York trade companies. The EIC was smart, sharp as a tack, funny, and knew her industry backwards and forwards. Almost her entire work experience, however, had been at this one trade publication—an internship in college, hired as editorial assistant upon graduation, then progressed to associate editor, managing editor, executive editor and, finally, editor-in-chief. This rise took place over 15+ years or so and there was no denying she was one of the experts in her field.

Then, guess what happened? Exactly: The company folded the magazine after almost 30 years in print. Three editors were out of work. (By the way, the company—which had openings throughout—made NO effort to place us at other magazines. Some gratitude considering we received a Jesse H. Neal Award for Outstanding Business Journalism the previous year. But I'm not bitter ... much.) I went on to work as managing editor with a website that is now a highly-revered monthly business magazine before moving back to the trade realm as the ME of two monthly design magazines. My former EIC is now a consultant, and from what I understand, doing pretty well.

The point is that since I had a varied and sundry background, I was never out of work in the magazine world. Others whose experience was concentrated in a single industry more or less left publishing completely. Is it survival of the fittest? Not necessarily. But it helps if you have clips/experience from as many different fields as possible. Plus, you get the chance to learn and prove yourself time and time again and believe me, that is a very good thing no matter how old you are!

* All magazine titles are made up. If they exist, I apologize ... and am very surprised.

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Dylan Stableford

Did Parade Handle Bhutto Coup Correctly?

Dylan Stableford Editorial - 01/07/2008-18:28 PM

When you’re a magazine like Parade, you don’t tend to scoop anybody. Unless the interview you did with former Pakistani Prime Minister Benazir Bhutto in November, slated for a January cover, becomes chillingly prescient when she is assassinated in a suicide attack more than a week before the article is scheduled to be published.

As FOLIO: reported, the magazine’s decision to immediately post the interview on Parade.com paid off in record-breaking traffic for the site. The writer, Gail Sheehy, appeared on the O'Reilly Factor, Larry King Live, CNN's The Situation Room, the CBS Early Show and ABC Radio to talk about the interview.

The print version, which arrived on America’s doorsteps this weekend, made no mention of the assassination—referring to Bhutto as “America’s best hope against Al-Qaeda”—and has subsequently drawn criticism. One FOLIO: commenter wrote:

Any journalistic outlet that publishes in newspapers ONCE PER WEEK would have made every effort to change the story to reflect the assassination. To allow those copies into print was tasteless and lazy, regardless of whether it went to print or not.

I won’t pretend to know what any journalistic outlet that publishes in newspapers “ONCE PER WEEK” would do or not do. But I do know that if I were the publisher I would’ve demanded the production team either create a sticker to be placed on the issue explaining my decision to publish, or pull it out entirely.

And, call it the Jamie Lynn Spears rule, but I would’ve also done little in the way of publicizing the “coup”—who watches the Early Show anyway?—and certainly wouldn’t have put out a press release touting a “beyond the grave” interview.

UPDATE: Publisher Randy Siegel told the Associated Press that the only option other than to run the outdated article would have been asking newspapers not to distribute the magazine at all. "We decided that this was an important interview to share with the American people," he said.

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