You Want a Publishing Success Story? Here It Is
Skodzinski: What percentage of your revenue is driven by newsstand sales, and how have your newsstand sales fared during the past two years? To what do you attribute this?
O'Connor Abrams: Our newsstand story is a strong one. We are a leader in the home category and even more so a leader in the culture set (Wired, Vanity Fair, FastCompany, etc). We are proudly still the No. 1 magazine at Whole Foods and a strong seller at Border's and Barnes & Noble.
Skodzinski: What about subscription revenue?
O'Connor Abrams: Our subscriptions are steady at 270,000. We have one of the few profitable circulation stories in the home and design category and plan to keep it that way, which also assures our ability to control the quality and composition of the subscription file.
Skodzinski: What percent of your total revenue is driven by digital (Web, e-newsletters, etc.)?
O'Connor Abrams: We have invested in a new CMS [content management system] and are already seeing the benefits of its flexibility, which allows us to create and curate a great deal more content than in the past—the revenues are following. The apps for the iPad and mobile are going to be a significant contributor to our digital revenue in 2011.
Skodzinski: What about event revenue?
O'Connor Abrams: We are extremely proud of the nation's second-largest design event—which will be the largest by 2012. Dwell on Design has expanded to one full week of design activities all around Los Angeles (Dwell Design Week). Last year 18,000 people joined us for a four-day idea-fest complete with home tours, 250 exhibitors, 80 content tracks, the international Restaurant Design Awards and more. This year we expect 20,000+ [attendees] and 300+ exhibitors. Dwell Design Week goes from June 17-June 26, 2011.
We also host 30 other events around the country during the year-all dedicated to furthering the understanding and the passion for great design.