Exclusive: Hearst's Michael Clinton on the Yale Publishing Course and What Today's Leaders Need
Clinton: I think what it does is it brings not only a cross disciplinary approach to looking at the whole industry, but also a global approach, so I think its secret sauce is that it's a combination of a multidisciplinary as well as global perspective—what's happening in other markets. In America the magazine business might be a more mature business, but in countries like Russia and China there is a burgeoning industry. There's huge growth in these BRIC [Brazil, Russia, India, China] countries—you'll see it referenced in different economic reports. In those countries the magazine format is experiencing go-go growth. So I think what the Yale Publishing Course does is bring all these different perspectives to one place.
PE: What are the primary leadership challenges in publishing right now?
Clinton: I think that it is having a broad base of skill sets. Once upon a time, whether you were on the publishing side or the editorial side, you basically knew how to produce content or sell content for print format. Now it is the ultimate multitasking [challenge] and skill set because you have to not only understand how the print world works but you have to understand how the digital world works, how the tablet world works, how integrated selling works how integrated content works, and every platform has a different set of circumstances and unique characteristics to it. So we have become multitaskers to the full benefit of the label.
The Yale Publishing Course magazine and digital publishing session takes place July 15-20. The book session takes place July 22-27.