BoSacks' Media Intelligence: Grim Industry Averages Overlook Many Cases of Individual Success.
There is an age-old phrase that claims that one bad apple can spoil the whole bunch, meaning in un-apple terms that one wrong person can negatively affect a whole group. I was wondering if the reverse can be true. Can one person or even a small number of persons show exemplary leadership and change the bunch in a positive direction?
Here is what I'm getting at. The latest reports from AAM on circulation seem dauntingly negative when viewed as whole. The last AAM report was filled with sad statistics such as: of the top selling 25 titles, only three improved their sales, and of the top 100, there were only 24 that showed positive momentum. It is those negative figures that everybody is focused on, and perhaps it is understandable to do so. As an industry trend, it isn't pretty. But what about the winners in that multitude of industry misery?
As reported by John Harrington of NScopy.com, the "Food Network Magazine was up 12.1% to an average of 448,734, and its dollars were $9.0 million, 15th among audited publications. Sports Illustrated grew 14.7%, an average of 68,132, and the dollars were $8.7 million, #16. Women's Health grew by one percent to 300,790, and its $7.5 million put it 21st." So, although the statistics seem to point to a whole bad batch, it is not really true for all.
Is totality really the only effective way to look at the industry? Are we actually one big company and it's sink or swim together, or are there thousands of separate companies and titles that have their own hidden successes as well as some failures? Clearly when looked upon as a single unit, the trend is-well, the best you can say-not great. But hidden in the mix are wonderful examples that break from the trend and are outstanding when viewed as singular success stories. And if there are success stories in the batch, perhaps the whole barrel doesn't need to be thrown away. Perhaps we can learn from the few stalwarts that the end isn't quite here.