Magazine Accountability at Long Last
Publishing at the Speed of Light
We are at technologic light speed now, leaving our once-beloved analog worlds and moving more rapidly into the digital universe. Even subjective concepts such as printed quality are now simply a number-crunching event. Just ask Time Inc. It has been doing it for over 15 years. Think about that for a second—subjective artistic-quality approval reduced to a numeric theory that works.
I accept the concept that RFID is going to radically change the landscape of the publishing system. The Audit Bureau of Circulations and BPA Worldwide will incorporate the process or be pushed aside by a more aggressive and more capable system. And RFID is just the beginning.
There are other leaps of technologic faith we must not miss on the near horizon. E-paper is just around the corner. And right behind e-paper is nanotech printing, using miniscule droplets of "nano-particle" inks. These technologies combined with the advent of national Wi-Fi distribution brings publishing into the 21st century and empowers publishers to compete with any other form of media.
Remember, don't get hung up on the concept that being a publisher only means ink on paper. It does not. That is only part of the new publishing mantra. Our true franchise is information. Information that is reproducible in and on any format. The successful 21st century publisher knows that he is in the information-distribution business.
—Robert M. Sacks
Bob Sacks is a consultant to the printing/publishing industry and president
of The Precision Media Group (www.BoSacks.com). He is also publisher and editor of an international, daily industry e-newsletter, "Heard on the Web." Sacks has held posts as director of manufacturing and distribution, senior sales manager (paper), chief of operations, pressman, cameraman and corporate janitor.