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Dylan Stableford

The Atlantic Turns 150, Gets More Advertisers, Gloats

Dylan Stableford Sales and Marketing - 10/04/2007-02:00 AM

Maybe those seemingly incessant anniversary issues aren't such a bad idea after all. The Atlantic Monthly says its 150th anniversary November issue contains more than 80 pages of adverting-or roughly 20 more ad pages than it normally carries-and a custom gatefold cover "requested specifically by an advertiser." And in a fit of Web 2.0-dom, the magazine is also inviting readers to contribute 200-word essays online for inclusion in a future Atlantic issue. The self-gloating editor's
note, however, is tough to take:

"Unlike other publications, The Atlantic wasn't created to track a particular identity found on a map-Hollywood's glamour, New York's sophistication, Washington's power, Silicon Valley's imagination.  It wasn't yoked from birth to a particular industry or technology, like the automobile or the computer. The Atlantic was created in Boston by writers who saw themselves as the country's intellectual leaders, and so its scope from the start was national, if rather theoretical."

Then again, if you've made it 150 years in magazine publishing, you're allowed to be little cocky.


Hearst Launches Cosmo Mobile Site with 'Dude Decoder'

- 10/04/2007-02:00 AM

Hearst, continuing to execute its aggressive digital strategy, has officially launched its Cosmopolitan mobile site-as Folio: reported back in August-with all the expected bells and whistles, including something called a Dude Decoder, the "ultimate body language guide to find out what he's really thinking," as well as a fake calls service that "calls your cell phone and provides you with excuses to get out of a bad date."

Goofy, "men suck" gimmicks aside, mobile executives at major magazine companies like Hearst-and minor ones, too-say mobile sites like Cosmo's are a "real business."

Here's a quote from Olivier Griot, Hachette's managing director, mobile, who was hired away from Hearst in 2006 to build out Hachette's digital offerings, found in Folio:'s October issue: "We see it as aggregating an audience on the phone the same way we aggregate an audience for our Web sites. We're essentially selling impressions."

And, according to, well, everyone, there are a lot of impressions out there:

There are 233 million people in America who have mobile phones, or 76 percent of the population, according to the International Association for Wireless Telecommunications. Thirty-three million are regular mobile Internet users and 30 percent (roughly 70 million) have used their phones to access the Internet, all part of the $127 billion mobile industry. According to the Strategy Analytics report, "Global Cellular Data Forecast 2007-2011," global cellular data users are expected to grow from 1.8 billion in 2007 to close to 2.5 billion in 2011. Consumer spending on mobile "infotainment," the report says, is expected to double between 2007 and 2011 to $64 billion. And Nokia predicts the number of mobile phone users will top three billion worldwide by 2009.

That sound you hear is your publisher's mouth salivating.

Dylan Stableford

Future Tries to Do What Ziff Couldn't

Dylan Stableford Consumer - 10/04/2007-02:00 AM

Fresh off its partnership with Nintendo to revive the 19-year-old Nintendo Power, Future US, niche publisher of music and gaming magazines, has announced it is reviving-or "exhuming," as pseudo-rival Game Pro called it-Playstation magazine.

The move comes a year after Ziff Davis ceased production on the custom magazine. The new official Playstation will be published 13 times per year.

With Playstation, Future US now publishes all official of the official video game console magazines in America: Official Xbox Magazine, PlayStation: The Official Magazine and Nintendo Power.

Dylan Stableford

Cosmo Corrals Bondi Beach Babes

Dylan Stableford Consumer - 10/03/2007-02:00 AM

Here's a magazine event that is scandal-proof and UAB-free: the Australian version of Cosmopolitan attempted to set a Guiness World Record last week by gathering
over 1,000 bikini-clad babes-1,010 to be exact-on Australia's Bondi Beach
The magazine advertisements recruited the beauties in Cosmopolitan print
advertisements and a micro-site, 30 Days of Fashion and Beauty.

The girls, of course, spelled out "C-O-S-M-O."

Takeaway for publishers: Get 1,010 bikini-clad Australians to spell out your magazine's name at your next event. More...
Dylan Stableford

Selling 'Six'

Dylan Stableford City and Regionals - 10/03/2007-02:00 AM

As Folio: previously reported, Rupert Murdoch's New York Post launched the latest glossy iteration of Page Six late last month as a Sunday insertion with guns aimed at the hated Gray Lady's New York Times Magazine. What we didn't report: the tabloid's marketing push. The Post has thoroughly (if annoyingly) blanketed subway cars and Metro North trains with display advertising, like the placard above, playing the obvious alliterative "sex" theme. They're even running an ad on local New York television stations.

No word (yet) on how Six is selling. Stay tuned.

Tony Silber

'This Isn't Going to End Well'

Tony Silber B2B - 10/01/2007-02:00 AM

I took the headline above directly from Paul Conley's September 30 blog entry about the severe cost-cutting measures undertaken late last week by Cygnus Business Media.

Those cuts -- made in response to projected revenue shortfalls -- included salary cuts through the end of the year for all employees, plus a reduced workweek for hourly employees, and, according to a couple of e-mails I got over the weekend, some unsubstantiated and probably exaggerated additional steps. In his post, Paul outlined all the details, and pointed out how unfair it is to enforce a pay cut on employees because management made mistakes.

Think about it: The senior management of this 80-title company forecasts its year-end inaccurately. Then executive management accepts it. Then it turns out to be wrong. So why does every associate editor and production assistant then have a pay cut forced down their throats?

Not fair. Some of these people can't afford a 7.5 percent pay cut, especially to cover the mistakes of others.

The whole thing is made somewhat more egregious because, according to sources I have within the company, business-unit leaders were pressured to accept aggressive budget targets from the executive management -- co CEOs Carr Davis and Tony O'Brien -- or face their implicit displeasure.

And now, a company that recently brought in executives with pretentious titles like "Chief Growth Officer" and "Vice President of Innovation," is finding that the growth is not only not there, but that projections are so off-the-mark that everyone has to take a pay cut or the company will be unable to meet its bank obligations.

To me, this all comes back to O'Brien and Davis, who by all accounts were successful and innovative small-company executives before they came to Cygnus a bit more than a year ago. The pair launched FDCH e-Media, a company that specialized in document distribution, b-to-b partnerships and online news delivery, in 1993, and came to the attention of Cygnus owner ABRY Partners because of their background in online content distribution. But FDCH e-Media was a lot smaller than Cygnus, a $120 million company with 80 trade magazines that generate 70 percent of the company's revenue. It may be that Davis and O'Brien are in the impossible position of managing a legacy print media company undergoing rapid change in a highly challenged print-media environment.

If so, it would not be the first time that executives from outside b-to-b media struggled. Think Marc Teren at Cahners seven years ago, or Tom Rogers at Primedia around the same time. As one industry observer said a couple of days ago:

"This cost-cutting move is indicative that contrary to the beliefs and hopes of financial owners, hiring new CEO(s) from outside the industry is not usually the panacea envisioned by the financial guys. There are rarely magic bullets that resolve systemic challenges to a business or industry. I feel sorry for the executives who are making these decisions and the employees who must endure the consequences."

Tony Silber

'Profits Before Expenses!'

Tony Silber M and A and Finance - 09/28/2007-02:00 AM

From the Folio: Show, Day Three: In a well-attended (20 or so people) and excellent presentation on the structure of building an M&A transaction, the conversation turned to "add-backs," the kinds of items a seller will tell the prospective buyer that he can discount on the expense side because they won't be there after the sale. It's often things like club memberships, cars, or if the owner is paying himself an unusually high salary, some portion of that. Naturally, the seller wants to throw in as many add-backs as possible, because taking out costs means profits are higher, and higher profits (or EBITDA) means a higher transaction price. But sometimes the chase of a higher selling price causes the seller to get over-zealous. Clay Hall, CEO of Aspire Media and moderator of the session, told the story of one such case, where the seller included two full pages of add-backs. Hall described his exasperated response: "You've invented a new accounting term," he says he told the seller. "Profits before expenses!"

Bill Mickey

Magazines ‘Out of Vogue’ Says Economist

Bill Mickey Consumer - 09/28/2007-02:00 AM

The Economist puffs into the print-is-dead smoke-screen with a story noting that consumer magazines ‘have problems.' And you'll never guess the culprit: The Internet. Apparently people are ‘spending more time' there and an ‘even greater share of advertising spending' is moving online. How much? We don't know, the writer doesn't provide any metrics.

Worse: ‘Magazine units are mostly a drag on growth for their parents.' How much of a drag? Still don't know. But apparently they're a drag on at least two parents-maybe, and possibly more-because Time Warner is fending off rumors of a Time Inc. divestment and ‘people in the industry' are saying it may also sell IPC Media, its British subsidiary, and that ‘publishers reckon' Bertlesmann may sell Gruner + Jahr next year.

That the divisions might be sold someday (isn't everything basically for sale anyway?) and they may indeed be a drag on the bottom line is all relative, and certainly not a reflection of the overall market. Time Warner and Bertlesmann are massive media conglomerates with unique financial pressures and don't represent the consumer magazine industry as a whole. Neither does Emap, which the writer determines might not sell because it's possible no one will pay good prices, which will only add to the industry's ‘gloom.'

But then, and I never thought I'd ever write this in a sentence, here the writer is hoisted on his or her petard, as they say. If Time Inc. is ever sold, buyers will line up around the block, and even Emap's magazine division is reportedly seeing interest from a healthy mix of private equity and strategic buyers. Why? Because in the right context magazines are still an excellent business to be in.

Dylan Stableford

Digital Magazines: ‘Doing Nothing for Us’?

Dylan Stableford emedia and Technology - 09/25/2007-02:00 AM

An odd moment happened Sunday at the Folio: Show during a pre-conference session. Doug Harbrecht, director, new media, for Kiplinger's, effectively dissed the viability digital magazines. "They're doing nothing for us," Harbrecht said. "They're static ... I think people are realizing that they just don't want their content that way.

(Consider, of course, that Harbrecht also admitted that one of the most common refrains heard outside the office is "Oh, my Grandfather used to read Kiplinger's.")

A few minutes later, an energetic team from Nxtbook, one of the show's sponsors, gave its sales pitch to the same room about how digital is growing, vibrant and why people "just do want their content that way."

Nxtbook's Marcum Grimm, citing industry research, said digital magazines will make up 30 percent in 15 years. Within 25 years, they will represent 75 percent, Grimm said, adding: "Zing!"

Matt Kinsman

Would These Editors Hire You?

Matt Kinsman Editorial - 09/20/2007-02:00 AM

Editors are faced with not only a demanding and ever-expanding list of must-have skill sets, but also a change in mindset. Two of the smartest editors we’ve spoken to over the last year—one from the consumer side, one from b-to-b—talk about what they’ll be looking for in editorial talent over the next few years.

Alfred Edmond, Editor-in-Chief, Black Enterprise

“At least three skills will be key across the board for people in editorial. First, we’ll need to be better than ever at spotting and developing talent, especially people with the right attitude and degree of intelligence and flexibility.  Print journalists will end up needing to be able to help develop a television show, content for a Web site, podcasts and so on. We need to hire people who are not only technically skilled and talented but people who are coachable, not stuck in what they were doing before but with an attitude that will allow them to adapt to something totally different.

Second, because we’re asked to do more with the same resources, it will be increasingly important for editors to have a general manager’s mentality. It’s like if the owner of a professional sports team tells you to accomplish this and that but without increasing the salary cap.

The last thing that gets harder and harder to do in this world of so-called multimedia convergence is that somebody in the organization has to maintain the integrity of the content. Despite all the cross-pollination and multiple uses and repurposing of content, the consumer has to trust that someone is the guardian of the audience, saying that this information is credible.

Wyatt Kash, Editor-in-Chief, GCN – Government Computer News

“There is a lot of pressure on editors and journalists to begin developing and delivering stories as a multi-media package for the web.  But in practice, the tools to edit and produce those packages require a lot more training and resources than most publishing houses are willing to support.  There’s a reason we don’t ask our writers to learn Quark or HTML—those skills are important in the production stage.  But when it comes to generating original or value-added content, I’d rather our writers commit their time and our resources to developing relationships with sources and honing their journalism and writing skills than learning how to put a Podcast together.

“With that said, I think our writers and editors absolutely need to keep abreast of the rapidly changing nature of information on the Internet.  They need to understand not only how information is being gathered, assembled and presented in new ways online, but also realize that those changes are impacting our readers’ experiences and expectations.  So the skills that will be important for me to see as I recruit talent will be the ability to use emerging online research, networking, and collaboration tools online as well as the ability to get answers to frank questions in person from the right sources in our market.”


Tony Silber

The Role of Print for the Online Obsessed

Tony Silber emedia and Technology - 09/18/2007-02:00 AM

Paradoxically, the magazine industry is obsessed with online media. Advertisers are flooding the online channels, with some publishers telling me they can't create e-media channels fast enough to sell.

Even in my market, where we cover the magazine industry, the growth of advertising online is so significant that it will rival the size of the monthly print magazine in the not-too-distant-future.

That obsession, then, is not all that surprising. In fact, I have in the past predicted that print-weeklies on the b-to-b side are dinosaurs. Especially in the IT space, there is a lot of evidence to support this. Overall advertising spending in the big IT weeklies has declined dramatically-fallen off a cliff-in the last several years. Some of them are barely hanging on.

So why is it that over the last couple of days I'm rethinking this area anew? Several reasons. First, I've never been an online true believer. I've never concluded (unlike many others) that print media is in an inexorable decline and has in some served markets become an impediment, not part of the solution.

Second, I've had some really interesting conversations recently on exactly this topic. First, Ted Bahr of BZ Media and I had a conversation about print at the U.S. Open this month, and while he noted the decline of the IT weeklies, he also said that his audience-both advertisers and readers-like his print magazine for software developers.

Maybe even more interestingly, he noted that his an all other magazines he knows of don't have any falloff in print subscriptions-direct-request is not declining, renewals are not falling off, nor are they more costly to acquire. (Things are a bit different on the consumer side, but not all that different.)

So there is no decline in reader interest in print, even as advertisers seemingly begin to write it off.

Then I had a conversation with IDG's Bob Carrigan the other day where he emphatically stated that the solution to the decline in advertising in print weeklies is not to reduce the frequency. He said the nature of buying in the weeklies is such that a reduction in frequency would essentially mean one-quarter of the spend, because the marketers would not end up bulking up on a single monthly, say. So print, even in decline, somehow stays vital.

And then today in a Folio: and CM Webinar on lead generation, I heard the case made in a compelling way to integrate print into lead generation in a way that is very different from the old bingo card approach and much closer to the online lead-generation methods. This is big, in my opinion, because when you tie print to online media, the sum is far better than the individual parts.

Dylan Stableford

Times Kills TimesSelect: What It Means for Magazines

Dylan Stableford Consumer - 09/18/2007-02:00 AM

The New York Times today announced that it will drop its paid online subscription program, TimesSelect, effectively admitting its two-year attempt to charge its Web site users to access premium content and archives had failed.

TimesSelect, which charged $49.95 per year ($7.95 a month) for access to its columnists and the newspaper's archives, drew an estimated 227,000 paid subscribers and $10 million in annual revenue. Beginning at midnight, the newspaper will open up access to its entire site to readers. So what

changed?Many more readers started coming to the site from search engines and links on other sites instead of coming directly to These indirect readers, unable to get access to articles behind the pay wall and less likely to pay subscription fees than the more loyal direct users, were seen as opportunities for more page views and increased advertising revenue.

According to Nielsen/NetRatings, traffic sees roughly 13 million unique visitors each month, and could explode without a wall, according to industry observers. The crumbling of the Times subscription modelleaves the Wall Street Journal as only major newspaper in the country to charge for access to most of its Web site, generating $65 million in revenue, according to the Times.

So what does this mean for magazine publishers? Consumer Reports, one of the few remaining magazines to charge for access to its site, is nearing three million paid subscribers to its Web site. (Most subscriptions cost $26/year.)

But for most consumer magazines, the free model dominates the industry. Why? Because it comes down to readers - which is why magazine industry consultant Bob Sacks likes the Times move.

"They are thinking long term and this move will continue to protect and promote the Times brand, and at the same time cultivate new readership," Sacks wrote in an e-mail. "After all sustained loyal readership is the bedrock of any publishing empire, be it large or small. If you don't have readers, exactly what do you have?"