The New American Goes Mobile
In an increasingly polarized political world, The New American has content to burn. The weekly political magazine was born in 1985 after the merging of American Opinion and The Review of the News, and now publishes biweekly to hit constitutionalists and like-minded subscribers with more news, more often. The official publication of the infamous John Birch Society, The New American recently launched a mobile edition, deliverable to subscribers’ portable PDA devices, a s well as a retooled content-rich Web site, TheNewAmerican.com, with full and partial articles culled weekly from its print edition.
The high-tech efforts have yielded an unexpected upsurge in book sales for The New American’s American Opinion Book Services, which offers an online store of more than 600 constitutionalist books, videos and magazines, not to mention interest in the John Birch Society, says publisher and chief executive John F. McManus.
Publishing Executive spent some time chatting with McManus from The New American’s headquarters in Appleton, Wis., about the fate of print publications, gun control and the issues that keep the passionate publisher up at night.
Publishing Executive: How would you describe the readership of The New American?
John F. McManus: Our target audience is independent-minded and concerned about the departure of this nation from its marvelous founding principles. …
PE: What types of publishing collateral do your subscribers respond best to?
McManus: The readers of our magazine look for investigative reporting and hard-core analysis of governmental programs. For example, the Constitution mandates that Congress alone can get us into war, but this undeniable grant of power solely to Congress has been cast aside ever since Korea—with stalemates, losses and extremely questionable forays into other lands.
PE: There has been a lot of talk about online publishing one day in the future replacing print editions altogether. How does this affect your publishing philosophies?