Show Notes: Editors & Mag Execs Evolve With The Times
This year at PBC we introduced an entirely new event -- Magazine CPR: Create, Publish and Reinvent -- developed and shepherded by our columnist Samir "Mr. Magazine" Husni. The day featured a rapid-fire array of top-notch speakers, all sharing insightful ways magazines can refresh their brands, or even launch new ones.
The conference opened with an interview with Andy Serwer, Fortune managing editor. Fortune magazine was launched in February of 1930, at the beginning of the Great Depression -- not, one must agree, a great time to start a new business magazine. And yet here they are almost 64 years later, with three platforms: magazines, digital and live events, and with a number of strong franchises such as 40 Under 40 and of course the Fortune 500. Serwer is not a fan of special issues, but he does make sure to have at least one of the franchises mentioned in every issue. He seeks joint ventures (such as CNN Money) and other new opportunities and counsels, "make sure you're punching above your weight." Serwer's ideal journalist is an extreme multi-tasker: he or she writes both short and long form, edits, does social, live events and TV. Sleeping? No time for that!
Meredith CEO Steve Lacy gave a rousing lunchtime keynote at the CPR conference. Reminding us to constantly think of new approaches, he told the audience, "there's no such thing as a tired media brand, just tired marketers." He talked at length about Meredith's in-depth knowledge of its reader (Meredith knows what "she" wants) and exhorted us all to keep moving forward and innovating. "You always have to go into the marketplace with the shiniest new hubcap." PE