From the Editor: Publishing’s‘Promised Land’
Still, we all know there are challenges in this new multimedia world. To name one: Apple, and its resistance to enabling publishers to offer subscriptions, especially without heavily involving Apple's online store. Whose audience are you when you buy Esquire? Apple's? I don't think so. And for business-to-business publishers, the situation is exacerbated, it seems, as they are not even collecting revenue from issues, as most are free, operating under controlled-circulation models. The audience is their business.
In time, as Granger hopes, these issues will be sorted out. I hope so, as well. They have to be.
Or, maybe they don't. One publisher I spoke with recently suggested that it doesn't matter if Apple keeps the names; collecting the names is the "old" or "legacy" way of thinking. We are dealing with new media, and you can't just plug old businesses models into them. You can reach and engage a new audience with new digital formats. You can use other methods to collect the readers' names if it's that important, or use tracking data for engagement analytics to sell advertisers.
Either way, not every publication is Esquire, nor do we all have its resources. But the way I see it, it's not just a matter of resources; it's a matter of perspective. The opportunities are out there. We are standing on the precipice of this "promised land." I can see it, too. Are we ready?