Marketing


Mike Oberman: Omeda


December 1, 2006

MIKE OBERMAN Chairman and CEO | Omeda It’s pretty clear that for many publishers the standard 12-page, four-color advertising schedule won’t be the main revenue producer for our media company clients—not just in ’07, but as a permanent change in the way the industry operates.

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Effective Magazine Marketing


November 30, 2006

Business executives commonly use the phrase, "You've got to spend money to make money." That couldn't be more true than when it refers to magazine marketing, which is often among the most understaffed and under-funded departments. As magazines become more multi-dimensional, marketing departments have to come up with new initiatives, and the money to support them.

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Newsstand Launch Faux-Pas


November 30, 2006

The newsstand is not the place to cut corners, both in terms of time and money. New magazines have a lot to prove to convince retailers they're worth carrying, so careful preparation for a newsstand launch is highly recommended. Here are five mistakes to avoid, via Linda Ruth, co-founder of Publishers Single-Copy Sales Services.

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Design’s Expanding Influences


November 30, 2006

Design, like edit, works best when it's created with the audience needs in mind. Even so, audience needs and tastes change over time and where they go, design goes. These days, as magazine publishers build new product offerings on multiple platforms, the brand, and how it's perceived across those platforms, becomes more vital. The Web has had a particularly profound impact on design.

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Circulation Salary Survey


November 30, 2006

Few publishing disciplines are as beleaguered as circulation. From slashed marketing budgets to constantly changing reporting guidelines to resources shifting online, circulators are holding tough even as their job definitions are changing. Respondents cited jobs as diverse as accounting, accounts payable and receivable, even event marketing as additional responsibilities they've taken on.

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People on the Move | 11.30.06


November 29, 2006

Jon Mandel, former chief of strategic solutions at communications company Group M, has joined VNU as CEO of its new business unit, NielsenConnect. Mandel has also served as chairman of MediaCom US, a Group M company. Luc Hatlestad has been named senior editor of 5280:Denver's Mile-High Magazine. He was most recently with Red Herring magazine.

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Newsstand Tactics for the Small Publisher


November 28, 2006

Over the 20 years I've been a magazine publisher, I've learned a lot about how things should run by attending magazine conventions and reading trade magazines. But many of those grand ideas only work great in a world without competition and greed. When things get down to it, the real world application of newsstand principles are gritty, dirty and sometimes just plain unfair.

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