March 2006

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From $10,000 to $40 Million. And Counting

"I would prefer that we continued to stay under the radar." Andrew Schofield For some, entrepreneurship is an innate condition. It's 1996 and 25-year-old Andrew Schofield is selling advertising for a small trade-magazine publisher in Norwich, England. Even then, Schofield...

Initiating Change From The Top

A lot of press attention has been focused recently on CEOs. It has almost become an annual ritual at publishing companies;this game of musical CEO chairs, with new CEOs at places like Reed and IDG. The publishing industry is not...

Hungry For More

Carl Landau is one of the rare magazine entrepreneurs who's experienced launching magazines in both the b-to-b and consumer categories. In the mid-eighties, then-27-year-old Landau, with a total of two years of magazine experience as advertising director at Miller Freeman's...

In The Money

Curtco Media Labs is the latest iteration of many Bill Curtis companies. Its successes (Robb Report, Robb Report Vacation Homes) have taken it to a whole new level. Its few missteps (including a stab at the momentarily hot customer relationship...

Read This E-mail Now!

How many e-mails do you receive a day? If you're like Folio:'s edit staff, probably way too many. With the crush of e-mail marketing flooding into consumers' inboxes and the window for recognition of the message before hitting delete eroding,...

Redesign, Anyone?

I can remember when a magazine design was good for five to seven years. Some publishers liked to extend that even further. "If it ain't broke, don't fix it," was the standard attitude. Not today.

When Advertisers Leverage Editors

Leveraging additional components such as online ads or live events to increase an ad-page buy in the magazine is a long accepted part of the business. But advertisers continue to push for more and are increasingly demanding to tap into...

Web Entrepreneurs Find Value In Print

Magazines have long seen the value of increasing readership and advertising revenue through online versions of their publications. But can Web-based publications do the same;bring in more readers and advertising dollars;by launching magazine versions of their Web sites or by...

Driving Traffic Deeper

Publishers are focused on taking online visitors deeper into their Web sites. The good news is it can be achieved through minor tweaks that don't involve much expense or time.

Beyond Banners

Publishers are quickly finding that large, customized packages that take advantage of editorial and interactive features can not only outperform standard display and banner ads but put the publisher in a position to demand minimum commitments from marketers who are...

The Art of the Small Deal

By Michael Kreiter Small deals in the $2 million to $3 million range are different from the headline-grabbing mega-deals. Small transactions are much more difficult to value because it's tougher for buyers to predict return on investment.

Database Development: Why You Need to Take a Second Look

The more a publisher knows about its customer universe, the better it can strengthen its edit mission, identify new customers, present comprehensive profiles to advertisers, and identify product and marketing opportunities that originate from an internal collection of data rather...

The Hybrid Sales Approach

There are nominally two approaches to online advertising; sell it with a separate staff, or sell it through an existing sales force. Neither strategy maximizes the opportunity. The most successful companies use a hybrid strategy. Two sales groups, working separately...

Associations Enjoy Growth

These are heady days for the magazine industry's two largest associations, Magazine Publishers of America and American Business Media. Membership for both MPA and ABM (which is celebrating its 100th anniversary in 2006) are booming.

Tough Love

Tom Hartle has an issue with rags-to-riches business stories.

Angular Cover Design

When it comes to designing magazine covers, publishers, editors and art directors employ a litany of tricks;bright colors, cover line symbols, numbers, stark minimalism;to catch readers' eyes, particularly at the crowded newsstand. One of the more recent tactical trends to...

Finding the Formula

Wiesner Publishing CEO Dan Wiesner's launch ambitions took off in earnest when he bought the Centennial, Colorado-based b-to-b and regional homes and lifestyle publisher from his father Patrick in 2002. In the last four years he's launched 16 magazines and...

Newsstand Squeeze Play

With a generally flat or declining newsstand market for magazines, publishers continue to turn to optimizing the retail channel for sales efficiencies. A long history of pushing product into the market coupled with the difficult distribution logistics of moving product...

Face Up: Rolling Stone

This month: Rolling Stone Issue: 993; February 9, 2006 Frequency: biweekly Launched: 1967 Circulation: 1,315,634 Editor & Publisher: Jann Wenner Creative Director: Amid Capeci Photographer: David LaChappelle