One Small Step For Publishers, One Giant Leap For Advertising
Stephen Colvin, president of Dennis Publishing, boasts, "I'm gob-smacked! Despite intense competition, just 30 issues from launch, Maxim continues to outperform all rivals in circulation growth while maintaining readership boasting the highest average household income in the category." In other words, it's heaven sent for upscale advertisers—online and in print. Maxim primarily competes with Details, a long-time men's magazine that recently was relaunched with a new format designed to woo back fickle readers.
Technology has been an equally potent topic in spite of dot-com demise. For example, Handheld Computing and Red Herring have beefed up circulation, the former focusing on Palm OS culture and the latter, a business publication, moving from monthly to bi-weekly distribution in less than four months.
According to Fran Fox, manufacturing director of Red Herring, "To accommodate bi-weekly production, we completely revamped our internal workflow—from story pitch through printer delivery. In so doing, we created an efficient 'Express-to-Press' [workflow] that further shortened our production cycle and, at the same time, virtually eliminated the need for overtime and weekend production."
The flip side
While many niche launches have boomed, other specialty publications failed to deliver. EGO, designed to honor young urban professionals, folded less than a year ago with hopes, says Editor and Publisher Greg Guess, of relaunching again. The irony is that while EGO was designed and marketed for upper-class twenty and thirty somethings, production budgets for luxurious shoots, outsourced prepress and staff proved too much for this Freudian-spun magazine.
MPA's Link says that despite the turbulence of the industry, her goals are to continue getting publishers on the same page when it comes to postal distribution—a war she's been waging in Washington to prevent postal increases from shrinking already tight budgets—as well as, advertising demands, technological upgrades and social trends.
Similarly, at this year's American Magazine Conference 2001, President and Editor-in-Chief of Time Out New York, Cyndi Stivers, anticipates, Keeping in mind that the financial markets are cyclical, AMC 2001 will help our magazines weather the downturn and strategically prepare them for the next upswing."