Cover Story: Building A Sustainable Future
Marcom cites the crafts area, where Future enjoys a strong market share overseas. Working with sewing materials producer Coats and Clark, Future produces two custom magazines in the U.S.—Crochet Today and Knitting Today—with a healthy consumer following. The publications are overseen by a former editor of some of the company's sewing enthusiast titles, and the partnership with Coats and Clark extends into multiplatform products.
"In two or three years, I'm not sure whether we're going to know whether it's a custom publishing business or a consumer publishing business, except that it got started with partnerships sort of different than you normally would, doing a major partnership with one marketer helping to underwrite it," Marcom says.
Looking ahead, he sees great opportunity for all of Future's products in the "level playing field" made possible by digital content and devices. If MacLife's recent top showing in Apple's app store is any indication, Future Publishing may not be flying under the radar too much longer.
"We are just trying to focus on what we do well and try to keep doing it better and better, because we can see that this is probably the most sustainable—even if not the most sexy or glamorous—way to do it."
And for Future, that's working just fine. PE