Editor's Note: At Your Service
Why make an issue based around new magazine launches and re-launches?
For one, it's a sign people are still investing their blood, sweat, and greenbacks in magazines. That's good news, right?
The other reason is that the slew of magazine launches we covered in this issue typify what we're seeing from thriving publishers at large: They're getting social media right, they're putting mobile front-of-mind, and they're extending their brand from the printed magazine to new avenues for reader engagement-events, e-learning and webinars, and ecommerce.
These six launches also indicate a movement toward quality. Nobody here is saying, "Meh, we'll do the bare minimum with our editorial content" or "Print it on the cheapest stock." They're putting quality journalism into quality formats in pursuit of a quality audience. As Active Interest Media group publisher Gary DeSanctis put it: "The philosophy here at AIM is that the print experience has to be an exceptional experience...We wouldn't put out an inferior product and then hope we could grow it into the product we knew it could be."
These publishers are intensely focused on a core audience that is engaged and invested. And I know the term engaged gets thrown around too often, so let me define: An unengaged audience is like your fair-weather friends that disappear on moving day. Engaged readers will help you move when it's time to launch an event. Or they'll comment on a web page. Or share your content. They'll be there for you. Engagement is over-used but it is still important.
Above all, these publishers-at least for now-have their eyes on serving an underserved audience. For Eight by Eight, it's the sleeping giant that is U.S. soccer fandom. For Craft Beer & Brewing, it's an economic and cultural groundswell embodied in craft beer enthusiasm.
It's easy to lose focus of that service aspect when you lay awake at night worrying about driving revenue and increasing pageviews. But without the service component as a guiding light, the whole house comes tumbling down and we wonder where our friends have gone.
Hopefully, Publishing Executive is doing a good job of serving our audience. If not, or if not as well as you think we could, drop us a message. My email is firstname.lastname@example.org.
Denis Wilson was previously content director for Target Marketing, Publishing Executive, and Book Business, as well as the FUSE Media and BRAND United summits. In this role, he analyzed and reported on the fundamental changes affecting the media and marketing industries and aimed to serve content-driven businesses with practical and strategic insight. As a writer, Denis’ work has been published by Fast Company, Rolling Stone, Fortune, and The New York Times.