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.

An Ounce of Prevention: Why a Major Magazine Will Stop Selling Ads

Heresy! There was much scratching and shaking of heads in Magazine Land last week at Rodale’s announcement that Prevention magazine would no longer carry ads. “Why are they walking away from all that revenue?” was the typical response among fellow publishers. Rodale didn’t really explain the change, only stating that it will coincide with the…

2016: The Year Ahead for Publishing in 12 Words

From ad blocking to postal rates, here’s a handy guide to what’s likely to happen in magazine publishing next year. 1. Blocking A year ago, no one recognized ad blocking as a soon-to-be-hot issue; now it’s on everyone’s radar. The big question is how we publishers will react. How closely will we monitor ad blocking?…

How Publishers Are Filling the Newsstand Void

Nature and publishers abhor a vacuum because vacuums suck. The steady drip-drip-drip decline in the traditional newsstand system and the meteoric fall of Apple’s Newsstand project have created a vacuum in publishers’ efforts to sell their magazines and to get them discovered by new readers. Just last month, Time Inc. shuttered newsstand-dependent “All You” and…

10 Tough Questions To Ask About Your Print Magazine

Sure, your publishing company has had its hands full with digital media the past few years. As soon as you got a handle on monetizing your website, along came smartphones and ad blockers to trash your business plans. Meanwhile, your print magazine has kept chugging along, probably not as profitable as it used to be…

10 Questions To Ask Your Magazine Printer

I hate when the financial or purchasing people decide to get involved in selecting a magazine’s printer without first bothering to understand what a printer does. “It’s simple: Just figure out which printer has the lowest price,” they’ll state blithely. Never mind that the typical magazine printing contract has scores, if not hundreds, of prices.…

How The Digital Revolution Has Been Disruptive for Publishers’ Major Vendors

Psst, wanna buy a paper mill? You could buy controlling interest in the U.S.’s largest maker of magazine-quality paper, Verso Corporation, for about $6 million. That’s up from less than $1.3 million a few weeks ago, which comes out to about $160,000 for each of Verso’s eight mills. The good news: Even a small Verso…

The Perils and Promise of Programmatic Print

Recent news that Time Inc. is expanding its “programmatic print” experiment set hearts aflutter among many magazine publishers. Does Time’s expansion of the program mean the magazine industry has finally found the magic potion that will stanch the steady outflow of print advertising? It ain’t that simple. Publishers face huge technological barriers in translating programmatic…

How to Niche-ify Your Magazine

The digital natives entering our business have a lesson for us traditionalists: More than ever, printed magazines are the ideal medium for those whom want deep engagement with a specific niche -- and whom are willing to pay for it. Now we just need to learn how to niche-ify our magazines.

Get Ready for Roller-Coaster Postage Rates

A court order Friday will probably mean higher postage costs than expected for publishers next year. But postage rates might actually decrease for a brief period this summer before rising again.

Welcome to what might become known as The Season of Roller Coast Postal Rates.

14 Ways to Enhance the Marketing Power of Printed Magazines

At first glance, a printed magazine seems simple -- too simple to be worth discussing in an issue focused on publishing technologies. After all, a magazine is just a bunch of static pages that can't be updated, tweeted, pinned, interstitialed, linked, liked, clicked, popped up, dissolved, cookied, tracked, hacked, or search-engine optimized.

D. Eadward Tree's 2015 Postal & Paper Price Forecast

If you are trying to budget key price changes for 2015, forget recent history and put away the economics textbook. The monopolistic U.S. Postal Service will forego its usual January rate increase and may have to reduce rates during 2015. But publishers will pay higher prices for paper in spite of—and perhaps because of—federal antitrust regulators' efforts to maintain a competitive market