CEO Perspective: Rich Maggiotto
Rich Maggiotto, President & CEO
114 Sansome Street, 10th Floor
San Francisco, CA 94104
What will the print-media industry experience in 2010? Will this be a year of cost reduction or growth?
print media industry will have a busy 2010; challenged to grow, while
demanded to reduce costs to survive. This demand fuels a revolution in
reading, reshaping our industry forever. The print media industry will
need to find a profitable balance between paper and pixels. An
advertiser’s interest in paying for impressions in print will be
challenged when translated into digital. New business models will rise.
We won’t find solid ground in 2010, but will make strides leading to a
What one technology will be transformative?
of them. Full color, e-reading devices may aid consumer adoption for
digital transformation, but, a device is only a device. Publishers must
prepare and present content, advertising and engaging ecommerce across
any technology to successfully evolve. I suggest each company practice
an approach we call “Thrive-ival.” Thrive-ival happens when a company
focuses on the core skills that make them the strongest. For success
with everything else, they make smart partnerships. In this reading
revolution, no publisher will be able to survive as a one-trick pony.
Companies should not strive to solve each new-world issue, but instead,
define an approach enabling them to work with core partners and create
unprecedented consumer experiences. Thrive-ival drives successful
Will the Web be strategically central to the industry?
course! Leverage the web for what it’s good at: being a driver. Print
readers and web surfers have different goals in mind. To suggest a
great print publication can be pasted inside a website template and
drive the same compelling engagement and advertising support is silly.
The web works best as a bridge. Websites need to be considered as
crucial, dynamic drivers bridging online and offline interaction. The
web is mobile now, encompassing Wi-Fi enabled devices including
video-game consoles, and mobile phones with 24/7 access. Regard the web
as the usher of your digital publication’s stickiness and success. Use
it to guide the consumer deep inside your highly qualified, precious
content. Keep them enamored with your commitment to long form,
beautifully designed stories in a way that builds brand loyalty and
stewardship like never before. Make the web work for you.
What skills do publishers need to succeed in this era?
combination of courage and focus. While the recession may subside, the
transformation of our industry has just begun. A reading revolution has
begun. Only publishers with the courage to define success in ways not
yet unearthed will succeed. Focus on what really matters: our
consumers. Our readers will guide us down the road to success. The
rewards will be large if we just have the courage to accept change and
Is this a great time to be an entrepreneur in this business or a terrible one? Why?
biased, but I think it is always a fantastic time to be an
entrepreneur. Zinio started at potentially the worst time: when the
dotcom bubble burst. The ability to remain entrepreneurial has fueled
our growth and success almost 10 years. My insistence to remain aware
of market and consumer needs, and service those needs in an exceptional
manner continues to drive growth. Being entrepreneurial has an
advantage. That advantage is an undying driver called passion. Netflix
and Zappos, will go down in history as success stories driven by
passion that fueled consumer adoption. Entrepreneurs have the passion
to work through any challenge. Many times it is exactly challenge and
formidable odds that drive the best results.