View From The 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.

A financial analyst who specializes in the printing industry recently speculated that “the potential to produce personalized magazines at scale is not too far in the future.” He was a bit off: That potential already exists – and is irrelevant to most magazine publishers. Here’s the question we should be asking: Is digital printing --…

Marketers’ disgust with online ad fraud has created an opening for our industry, but we’re not ready to take advantage of it. Our out-of-date, out-of-synch approaches to magazine advertising proposals are holding us back from taking advantage of this new opportunity. Judging from my interactions with advertising sales reps, they’re seeing fewer digital-only RFPs these…

I won. Among magazine-media pundits, there’s been a sort of unannounced contest to see who can find the most ridiculously low-priced subscription offer. I found the winner – for now, at least – the other day in The Wall Street Journal: an ad touting a $1 annual (10 issues) subscription to Entrepreneur magazine. That’s 10…

The world’s largest bookseller recently made two moves that could open new opportunities for magazine publishers, so it’s a good time to consider what’s afoot in the Amazon. It was recently revealed that TNG, the U.S.’s largest newsstand distributor, has a deal to supply magazines to Amazon’s rapidly growing chain of bookstores. That’s a switch…

“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…

OK, my digital friends, you can stop snickering now. My post last month about how some of my fellow print dinosaurs are marketing their magazines set some tongues wagging on the digital side of Magazine Media Land. But in the Stupid Marketing Olympics, direct-mail pieces that look like something out of the Pleistocene Era can’t…

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