Sometimes, as in our cover story this month, the empirical data tells the story. Other times, it’s valuable to understand what people are thinking about. Ultimately, a combination of the two — data plus insight — produces the most promising path forward. Here, we selected 17 executives from among publishers and the supplier companies that help them, and asked them to candidly share their points of view on pressing issues and emerging opportunities.
While the responses are widely divergent — touching on all aspects of a changing business — there’s nevertheless a core thread running through our Q&As: How to generate new revenue by serving the industry in contemporary ways, through innovation and fresh ways of looking at longstanding challenges. We were impressed by the insights these folks shared, and the relevance for all kinds of magazine-media companies.
Here, enjoy the first eight in our series of 15 "Executive Perspectives."
Publisher / Cincinnati Magazine
Folio: What new platform or service will you invest in or adapt to this year?
Ivy Bayer: Over the last 12 to 18 months, we have seen a surge in event marketing for hire. Customers and clients of Cincinnati Magazine value our expertise, promotional capabilities, and innovation. This service line has generated significant new revenue and we anticipate it to continue to grow.
Folio: Which types of new positions or skill sets are you currently hiring for?
Bayer: All new hires must have extensive digital knowledge. In addition, we try to look for a “hidden talent” — a language, video skills, something unexpected — so that we can hopefully tap their expertise and give them an area in which to grow while also expanding our current capabilities.
Folio: Other than the rise of digital media, what’s the biggest shift you’ve noticed in the magazine industry over the past 10 years?
The perhaps “return” to fantastic journalism and the love for well-written and spot-on magazine content. Thoughtful, curated, timeless, relevant editorial that our readers are willing and eager to pay for. In fact, this has extended beyond traditional editorial, into the world of sponsored content/advertorials and the like. If it is well executed, delivered in the voice of the magazine and of interest to our readers, advertisers can have the same impact with their sponsored messaging. Whether organic or paid for, we are seeing a major shift back to classic magazine journalism that is respected and valued.