Pub Talk
By Rob Yoegel
About Rob
Rob Yoegel takes an active role in North American Publishing Company's online efforts including content, sales, marketing, usability, functionality and vendor relations as Vice President, e-Media. Rob works directly with publishers and editors in developing a consistent strategy from print to online.
A former journalist, Rob has been involved in Internet strategies since 1996 serving as an associate editor of Target Marketing magazine, where he regularly contributed articles related to the Internet, including e-commerce, Web site design/development, e-mail, fulfillment, customer service and marketing integration. He also spent one year as publisher of PhillyTech Magazine, a regional technology magazine published by Philadelphia Newspapers Inc. E-mail him at ryoegel@napco.com or call (215) 238-5344.
The Digital Market
Pricing and the iPad Digital Magazine
Jul 20, 2010First of all, congratulations to all magazines that have taken the plunge into the world of the iPad. You...
Media Vent
The New, Simple, Easy, Fool-proof Method for Any Magazine’s Success
Jul 8, 2010For some reason, the latest mantra in the print world is that we have been saved and proven to...
Byte Back
For Advertisers, Will QR Codes Blend the Print-Mobile Experience?
Jun 9, 2010Ignoring Harold Ramis’ (playing Dr. Egon Spengler) dire warning: "Don't cross the streams," advertisers are daily crossing the...
Editors Get Fired, Are You Next?
USA Today’s decision comes only a month or so after Time Inc.’s guild fought to not have to write for the Web as part of a new contract. This includes not only Time, but People, Fortune, Sports Illustrated and Money magazines. These folks may want to start looking for new jobs.
Eleven years ago when there was this thing called the Internet making its way on to everyone’s computer, I was asked to cover its impact on direct marketers for a trade magazine and to help launch the magazine’s first Web site. My response was an emphatic, “Yes!” My wife, my colleagues and my bosses along the way are happy that I did. If you’re not accepting new challenges and instead find yourself making more excuses on why not to do something, stop.
It takes me about 30 minutes to write this blog and I try to get one done every week. Go ahead and say it, “You can tell.” Frankly, if you’re not putting out copy faster than ever, then maybe you’re in the wrong profession. The same goes for advertising sales, circulation and other departments. Start small and grow into this thing called the Internet. It’s not going anywhere.
Companies Mentioned:
 |
|
|
|||
|
It would seem to me someone who works at Publishing Executive magazine would know the realities of what it's like to work in publishing, and part of that is the fact that in the magazine world, many companies have formed separate divisions to handle the Web so that the only exposure an editorial staff gets is in writing for the Web--a job oftentimes in which they have no training on the difference between writing for print and online. Also, let's not forget the fact that magazine staffs have not grown back into the sizes they were before the 2000-2002 bloodletting and so many times reporters/writers/editors are doing the job of at least two other people. I agree with Noelle, USA Today's drastic measure is going to eventually hurt the product. Maybe what it--and many magazine publishing companies--should do is actually train employees on the Web rather than putting up a screen between the online and editorial departments.
Thanks for reading, and for the post, Nikki. I'm not aware of too many magazine publishers that have formed separate editorial staffs for print and online and put that "screen up," especially considering the costs to do so. I agree that training is an issue and should not be overlooked. My point is not just editorial, it's every role at a traditional publisher from sales to circulation/audience development.
I have to agree with Mr./Ms. Sinclair -- I wish I had 30 minutes available WEEKLY to write a blog. I guess you did pick the right branch of publishing to have such a luxury. More importantly, do you find it the least bit ironic that you are posting your blog on the Web site for Publishing Executive magazine -- um, a print magazine -- without which neither this Web site nor your blog would exist?
Applauding the firing of any editors, print or otherwise is going too far with your "online is everything" message.
Did USA Today take into account which editors are actually GOOD at what they do? Those editors who know how to bring readers reliable, valuable content that makes the readers want to return to the magazine, newspaper, Web site, e-newsletter, whatever. Many companies are grasping at straws, floundering around trying to adapt, making rash decisions, and talented people are suffering for it -- and so will the products these companies put out.
i'm curious what these invaluable "online skills" are that "print editors" don't have? The ability to type out a quick blog entry? (My blogs, while somewhat few and far between, usually take me 5 to 10 minutes to write, tops.)
Maybe ALL editors can't adapt to a multimedia world; but blanket firings as drastic as USA Today's and your "well done" applause of its actions don't seem like adaptation measures that will benefit the cause.
Hi Noelle... I was hoping this post would get some attention. I don\'t have an "online is everything" message/agenda. My message is "online is real" and if folks don\'t get onboard, more and more good people will be out of work because they don\'t adapt to change. I don\'t like to see anyone lose their job, but this certainly is a move that got your attention.
It takes you 30 minutes to write your weekly blog? I wish I could get an easy gig like that. As a print editor (and yes, I also assist in Web content and other online components), I still spend most days writing and/or revising dozens of trade articles, print ads, and proofing multiple editorial submissions for our three leading trade (yes, print) publications. Of course much of this will be revised for our complementary online resources, as well.
Many of our advertisers are Fortune 500 companies such as Xerox, HP, Kodak, and Panasonic, and believe me, they WANT print ads surrounded by industry editorial, as well as the Web visibility. Print is not dead, it only took a detour. Yes, the Internet is here to stay, so we have even more media alternatives... Even for people who love to write blogs (talkers who don't usually know how to write substance in depth)...but for you to actually applaud print editors getting fired who don't want to do both but would rather specialize, I am amazed you consider yourself a publishing executive...if you really cared about those key players called wordsmiths, you'd talk about eveyone, including print editors, more respectfully...
Thanks for posting, S. Sinclair. Print certainly is not dead, and I applaud you and anyone who tackles new online initiatives while managing other print-related tasks. Thanks again for reading and posting!