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President, The Precision Media Group

Media Vent

By Bob Sacks

About Bob

Bob Sacks (aka BoSacks) is a printing/publishing industry consultant and president of The Precision Media Group (BoSacks.com). He is also the co-founder of the research company Media-Ideas (Media-Ideas.net), and publisher and editor of a daily international e-newsletter, Heard on the Web. Sacks has held posts as director of manufacturing and distribution, senior sales manager (paper), chief of operations, pressman, circulator and almost every other job this industry has to offer.

 

Publishers' Dojo

Linda Ruth
What Can We Learn From Time Inc.’s “Spreadsheet-Gate”?
Aug 27, 2014

What does it say about our perception of online content when we learn that "only" writers who work for SI.com...



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...



Pub Talk

Denis Wilson
Facebook Co-Founder and New Republic Publisher Chris Hughes: Why Print is the ‘Crown Jewel’ of the Business
Jun 4, 2014

Last month I had the chance to attend the Adobe Digital Symposium in New York. Much of sessions focused on...



Industry Insiders

The Insiders
New York Times ‘Innovation Report’ Points Way to Digital Future
May 23, 2014

The leaked New York Times Innovation Report highlights the challenges it is facing in the digital age, but more importantly, it echoes...



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...



On Magazines, 21st Century Love & Bias Among Media Buyers

 
I am pretty sure that most of us have been unceremoniously dumped in our youth by a boyfriend or a girlfriend at one time or another. I am sure some of us also went back and begged for either forgiveness, a new understanding and/or a chance at a do-over. In adolescence these are normal and understandable actions.
 
I'm pretty sure in most cases pleading, cajoling and personal makeovers are usually ineffective, as we are usually what we are with moderate amendment possible on the whole, and in many cases, new romances have a tendency to be right around the corner. A new pretty or handsome face is in most cases a fine cure for the why-don't-ya-love-me blues.
 
I am waxing poetic about love here, because the Australian Magazine Association seems to be in deep need for some loving and are publicly wondering where the romance has gone.
 
In human experience and most assuredly in business you can't just make someone love you without being lovable in the first place.
 
Speaking from a publishing perspective, every niche has its own Ernest Hemingway or Agatha Christie. Every sector has its Stephen King or Jacqueline Susann. Our jobs as magazine publishers are to get the best writers and editors on the planet to represent our particular brands and unique fields of interest. You can no longer fire the highest paid, best editor and writer on your staff to make short-term ends meet. Success won't happen that way...ever.
 
Your survival in this complex media jungle is to produce the best reading experience possible. In 21st century publishing second best will not do any more, as second place is now equivalent to exposure to possible extinction. We are now competing with the entire planet for attention from people with only a limited time to spend on reading and a vast, infinite universe of readily available material to read.
 
It turns out that Australia's big three magazine publishers are planning to tackle what they believe to be a bias among media buyers against magazine advertising. My advice to the Australians and any other group that wishes to stay in business is to produce outstanding excellence on a consistent basis. Doing so will get them the readers and the advertisers that they will then richly deserve. Not having superior content dooms them to wonder where all the love has gone.

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