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.

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Why Is Marketing for Print Magazines So Outdated?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…

Paper Money: A Hidden Threat Facing Magazine Publishers

Emboldened by recent tightness in supply, several suppliers announced last week the first round of price increases on magazine-quality paper in more than a year. But what should really concern publishers is not so much the ebbs and flows of the paper markets but rather the possible gyrations of the currency markets. With demand for…

2017 Print Forecast: Tiny Price Hikes With a Chance of Disruption

Unless Congress stuns the world by doing something about the U.S. Postal Service other than naming more post offices, publishers on average will experience slightly lower postal rates in 2017 than this year. In fact, for all of the “Three Ps” of print magazine publishing — Postage, Printing, and Paper — publishers should be more…

Magazine Readers Are Wealthy & Well Educated, USPS Study Finds

The quintessential subscribers to printed American consumer magazines are wealthy, well-educated empty nesters who live in a single-family house, a recent U.S. Postal Service study suggests. “Households with incomes above $100,000 receive three times as many periodicals as households earning less than $35,000,” says the USPS’s recently released annual Household Diary Study of mail received…

What Everyone Gets Wrong About What's Wrong With The Newsstand

People in Magazine Land love to talk about how stupid our industry is, and no part of the business comes in for more ridicule than the shrinking newsstand system. To paraphrase that famous publishing and newsstand entrepreneur Larry Flynt, opinions about the newsstand system are like … well, let’s just say that everybody’s got one.…

B2Me: Increasing Your Magazine’s Value with Customization

Get ready for the rise of mass-customized “B2Me” magazines. Once a pipe dream, the concept of magazines that are tailored to each reader is now a reality. Consider, for example, ZEB magazine of Belgium, which has a print run of 150,000 copies that are so customized and personalized that no two copies are alike. Or…

Redefining Publishing's Church & State Separation for the Digital Age

The concept of a wall between “Church” (editorial) and “State” (the business side) has fallen out of fashion in the publishing world as a relic of our print-centric past. The world has fundamentally changed, the pundits tell us, and we can no longer afford such a luxury. Yes, new business models, the fast pace of…