3 Concepts for Every Publisher’s Success
My friend Dr. Joe Webb is one of the graphic arts industry’s well-known and outspoken consultants, economic forecasters, commentators and pundits. As director of WhatTheyThink.com’s Economics and Research Center, he was pontificating and predicting in a recent online column the future of our industry, and he threw out the following ideas.
1. “Managing” content is not the issue; deploying content is.
As my readers know, I have been suggesting similar concepts in this column for years. I think we can all agree that today’s print publishers have attained and acquired an excellence in creating and managing vast amounts of content. In fact, nobody does it better than we do, and that is why we get paid the big bucks to continue plying our chosen trade. But, as we move forward, we will be continuously challenged and even threatened by the need to deploy our content. These deployment tactics will require increasing needs for greater global reach, efficiency and accountability. It is/will be the deployment of this well-managed content that will be at the core of any successful franchise.
2. Reaching desired targets is not as important as having targets find the content.
This has always been an intriguing exercise for print publishers, but now it gets harder. There was, at one time, a finite playing field for print publishers. You had either the newsstand circulation or subscription circulation or, in the best of both worlds, you had both. Here, you were limited to the actual number of newsstands available to you and the efficient use of the U.S. Postal Service. In the new and future tier of publishing, you enter the infinite world of global digital publishing.
Now, instead of trying to maximize a limited number of newsstands to attract loyal readers, you have to attract them in the forest of unlimited competition of the worldwide Internet. This shouldn’t scare any publisher; it can be just a matter of perspective. You now have the ability to reach a far greater number of potential readers than ever before. That is the good part of the equation.