Iconoclastic Magazine Publisher Marvin Shanken Adapts In A New Era Of Media
The first thing Marvin Shanken—the magazine-publishing maverick and impresario who for the last 40-plus years has built a business based on his own lifestyle passions—tells you is that his success is all due to the content.
“We invest in very relevant information for readers who are passionate about the topics we’re writing about, and in all instances, we’ve established enormous credibility for the work we do,” he says. “It comes back to the fundamentals of good journalism.”
That’s a pretty common refrain among successful media entrepreneurs. They point to their content as the cause of their success, but it’s also reductive. After all, the history of media is littered with great products that failed and sub-par products that succeed. Content is a differentiator, but business success is more complicated.