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.

Plummeting print advertising, continued newsstand decline, slow digital growth, and the loss of some leading titles. Let’s face it, 2017 wasn’t the greatest year for magazine media. But amidst the wreckage are some favorable trends and promising opportunities. Here are six that publishers should be looking to exploit in 2018: 1. Brand safety A year…

The Postal Regulatory Commission is proposing that publishers’ postal rates increase by an estimated average of 34% to 41% over the next five years. The postage increases would be lower than average for magazines that use co-mail and higher than average for less efficient mailers. The PRC announced its proposal to bail out the U.S.…

Magazine publishers typically develop informal rules of thumb to help speed decision making and proposal writing: Don’t go back to press with an issue unless you can justify printing at least 10,000 copies. You have to charge overseas subscribers at least three times the domestic rate because of the additional shipping and mailing costs. Never…

“My name is Eadward, and I work in magazine publishing.” Welcome to Magazine Publishers Anonymous, a new 12-step program for people trying to overcome their addiction to the same old way of publishing magazines. I thought we’d get an influx of members a couple of weeks ago when The New York Times published “The Not-So-Glossy…

Declining demand is supposed to cause lower prices, but the magazine industry’s key suppliers are likely to defy the law of supply of demand in 2018, with both paper companies and the U.S. Postal Service raising prices by a little – and perhaps by a lot. Yes, folks, it’s that most wonderful time of year,…

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 --…

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