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Senior Editor

Pub Talk

By James Sturdivant

About James

 

Industry Insiders

The Insiders
The Leaky Bucket Problem: Why Poor Inventory Management Is Costing Publisher's Ad Revenue
Nov 14, 2014

Let's say that you have to fetch a bucket of water. You assume that the bucket is sturdy and has no holes. But by...



Media Vent

Bob Sacks
Without Print, There IS No Magazine Industry
Nov 3, 2014

I applaud all passions when it comes to this subject, and perhaps it is time once again to revisit and...



Publishers' Dojo

Linda Ruth
The Jury is In: Hashtags Usefulness Confirmed
Oct 28, 2014

To some publishers, social media is turning into a bit of a ho-hum, something they can do in their sleep...



B2B Beat

Andy Kowl
The Impact of LinkedIn Buying Bizo
Aug 12, 2014

If B2B publishing was a different industry, the prospect of LinkedIn buying Bizowould invite anti-trust scrutiny. Just think about what might...



The Digital Market

Thea Selby
Top 5 Mobile Trends for Publishers—It’s Good News, Folks
Jul 7, 2014

Mary Meeker of Kleiner Perkins Caufield & Byers is one of my s/heroes. In this day and age of branded...



Publisher's Paradox

Andrew Davis
Publisher’s Paradox: Your Newsletter Subscribers Are Being Overfed
Apr 28, 2014

Charlie Magazine, based in Charleston, South Carolina, isn't asking its readers to subscribe to everything. Instead, Charlie is inviting readers...



Profit from Publishing!

Thaddeus B. Kubis
Media Conference Exhibitors Should Go Deeper to Engage
Oct 9, 2013

It has been a few weeks since I attended (as the guest of the event organizer) the Publishing Business Conference...



Magazines' Fragmentation Problem

 

The website coverjunkie has posted a couple of vintage magazine covers in honor of the late, great Larry Hagman. There's Time magazine's WHODUNIT? from August 1980, as the nation held its breath wondering who shot J.R. A New York magazine cover shows a young, not-too-far-removed-from-Major-Tony-Nelson Hagman sporting a Santa cap with the line "Merry Christmas—Or Else."

Who shot J.R.? I don't remember, but the question reminds us of the hold a few media outlets could have over the zeitgeist in the pre-Internet days. It was an atmosphere good for consumer magazines, which were adept at capturing the prevailing mood or conversation and representing it on covers inevitably seen by everyone, everywhere.

People managing editor Larry Hackett laments about the new reality today in AdWeek: "It’s not like it was 20 years ago where everybody saw the same movies and the television audience was five times as high for the top shows.” He was talking about the difficulty publishers have predicting which celebrities will sell covers. While "the story may have been reduced among big movie or TV stars," Hackett said, reality stars do well because they have "narratives."

In a fragmented media landscape, people seem drawn to reality-ish celebrity drama, rather than soap operas of the fictional sort. We don't rally around characters and mythologies the way we used to. While I can imagine a Time cover featuring a stylized picture of Hugh Laurie leaning on a cane, and the tagline "Dr. House—And the Real Life Drama of Medical Mysteries," I don't expect to see it anytime soon. Time's latest cover features a bunch of legumes and vegetables. The one before that? David Petraeus, of course.  

 

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