BoSacks - The Profit Prophet: What's the Formula for Our Future Business Plans?
We absolutely need accountability and creditability when detailing circulation figures, but we also must not hamper the new digital magazine business with arcane restrictions based on ancient printing technologies and abacus accounting methods. We must move forward, not back, if we are to survive as publishers in the growing digital information age.
The bottom line is that the ads and the edit do not need to be and, in fact, shouldn’t be exactly the same in both mediums. They should be more enriched and focused in the digital version and have as much creative involvement and special interest as the technology allows. A static informational/branding ad should run in the print issue, while a dynamically charged ad appears in the digital issue. Static, informational editorial belongs in the printed version, while hyperlinked, graphically active, fully charged edit belongs in the digital issue. Those are the choices.
Does the advertising and edit have to be exactly the same in the digital version as in the printed version to be fully credited on an ABC or BPA statement? Of course not. It’s time we as an industry start a constructive dialog. What is a successful and satisfactory formula for our future businesses?
Bob Sacks (aka BoSacks) is a printing/publishing industry consultant and president of The Precision Media Group (BoSacks.com). He also is the co-founder of the research company mediaIDEAS (MediaIdeas.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.