D. Eadward Tree

D. Eadward Tree

D. Eadward Tree is a pseudonymous magazine-industry insider who provides insights on publishing, postal issues and print media on his blog, Dead Tree Edition.

Publishers Have a Problem: Their Outdated Approach to Magazine Ads

“My name is Eadward, and I work in magazine publishing.” Welcome to Magazine Publishers Anonymous, a new 12-step program for people trying to overcome their addiction to the same old way of publishing magazines. I thought we’d get an influx of members a couple of weeks ago when The New York Times published “The Not-So-Glossy…

2018 Print Forecast: Paper Prices & Postal Rates Will Rise

Declining demand is supposed to cause lower prices, but the magazine industry’s key suppliers are likely to defy the law of supply of demand in 2018, with both paper companies and the U.S. Postal Service raising prices by a little – and perhaps by a lot. Yes, folks, it’s that most wonderful time of year,…

5 Ways Publishers Can Use Digital Printing to Get Personal & Drive Revenue

A financial analyst who specializes in the printing industry recently speculated that “the potential to produce personalized magazines at scale is not too far in the future.” He was a bit off: That potential already exists – and is irrelevant to most magazine publishers. Here’s the question we should be asking: Is digital printing --…

5 Ways Publishers Can Hyper-Target Print Like Digital Marketers

Marketers’ disgust with online ad fraud has created an opening for our industry, but we’re not ready to take advantage of it. Our out-of-date, out-of-synch approaches to magazine advertising proposals are holding us back from taking advantage of this new opportunity. Judging from my interactions with advertising sales reps, they’re seeing fewer digital-only RFPs these…

In Defense of Giving Away Free Magazines

I won. Among magazine-media pundits, there’s been a sort of unannounced contest to see who can find the most ridiculously low-priced subscription offer. I found the winner – for now, at least – the other day in The Wall Street Journal: an ad touting a $1 annual (10 issues) subscription to Entrepreneur magazine. That’s 10…

Magazines in the Amazon: What to Expect from Amazon’s Newsstand & Subscription Business

The world’s largest bookseller recently made two moves that could open new opportunities for magazine publishers, so it’s a good time to consider what’s afoot in the Amazon. It was recently revealed that TNG, the U.S.’s largest newsstand distributor, has a deal to supply magazines to Amazon’s rapidly growing chain of bookstores. That’s a switch…

Postal Rate Fight Continues as Publishers Battle USPS "Stupidity Tax"

“Told you so. Now don’t try to slap us with a Stupidity Tax.” That, in essence, is the magazine industry’s response to the U.S. Postal Service’s latest attempt to jack up postal rates for publishers. For the past decade, changes in publishers’ average postal rates have been limited to the rate of inflation. But a…

Why Is Marketing for Print Magazines So Outdated?

This year's American Magazine Media Conference was all about “media” with hardly any attention paid to the actual “magazines,” but I did come across two revealing quotes: “We carry higher CPMs for our brands that are first in print and then go to digital versus those that are only digital,” said David Carey, president of…

Will Publishers Pay for the USPS’s FSS Fiasco?

More than seven years after it began rolling out, the billion-dollar system that was supposed to revolutionize how publications and other flat mail are handled is still making the U.S. Postal Service less, not more, efficient. In fact, the Flats Sequencing System’s performance, already well below plan, declined even further last year, according to a…

On "Denialsizing" and Eating Crow: 2016 in Review, in Just 10 Words

The U.S. magazine industry is exhausted from all of the tribute issues and memorial bookazines we’ve published this year about the rock stars we’ve lost. Let’s put 2016 to an early end before another icon joins that Great Far-Out Woodstock in the Sky. But, first, the Dead Tree Edition Research Institute and Binge-Watching Society has…

What Digital 
Advertising 
Can Learn From
 Printed Magazines

Fraud. Ad blockers. Mobilegeddon. Slow page loading. Low ad rates. Let’s face it: Digital advertising, which was supposed to rescue us from the decline of print, has run into a mess of problems this year on the way to saviorhood. We magazine publishers have competitive advantages in dealing with these challenges, if we pay attention…

What Digital Advertising Can Teach Us About Printed Magazines

In the first part of this series, I argued that there's a lot digital advertising professionals can learn from print magazines. But that's not to say digital advertisers don't get a few things right.  As a print media dinosaur who occasionally hangs out with the digital advertising folks, I have a few uncomfortable questions for…

10 Tips for Choosing a Magazine Printer

The United States has more than 20,000 printing businesses. When it comes to producing magazines, you can probably ignore at least 98% of those. Lots of printers can print magazines. (“Sure, we print magazines. We print everything,” says Vinny, that fast-talking friend of a friend who sells for a local printing company. “We gotta lot…

What Trump's Triumph Tells Us About Marketers' Needs & Publishers’ Opportunities

I promise you that the following three seemingly disconnected observations are related to each other and relevant to publishing. Bear with me, please: Donald Trump’s campaign provides a valuable lesson in 21st Century marketing. And the lesson is not, as some of the pundits claim, that marketing no longer works. After rapid declines early in…