From the Editor: We Know You're Out There
Last month we introduced Augmented Reality to our magazine, which gives us the ability to boldly go in new multi-media directions. We're feeling very intrepid these days, and we're eager to seek out the new and cool wherever we can.
In this issue we headed to the hub of hip: San Francisco, home of a thriving and collegial magazine community. From the high style of SOMA to the inner peace at Yoga Journal, SF has legacy publishers like Sunset Publishing Corp., trend spotters and –setters like Dwell Media, and a major wave of Silicon Valley spillover that's tech-ing up the pub world with new approaches to being a publisher.
Of course the ever-insightful (and, let's be frank, the skeptical and sometimes ornery) Bo Sacks questions what exactly it means to be a publisher in these multi-media days. See what he has to say on our back page, and peruse other perceptive takes on the industry from columnists Samir "Mr. Magazine" Husni and James Elliott.
And on your way from here to there, check out a whole range of other publishers doing work that's not only hip but innovative and successful, growing their markets in ways that we hope will inspire you with your strategic planning. We look at enthusiast publishers such as Kalmbach, Active Interest Media and F+W, who are doing extensive outreach with events and social media to grow their bottom line.
Managing Editor Jim Sturdivant talks with Teresa Duran of the Nature Conservancy magazine. NC is taking their lusciously illustrated magazine from quarterly to bi-monthly. With a circulation of 650,000, they are opening the book to advertisers to the first time. The peripatetic Sturdivant also checks out the hip and happening mojo at Mo Jo, i.e. Mother Jones. Anyone who followed the recent presidential election knows how good a year they've had (dare I say it was something on the order of 47% better?).
As for me, I've been on the road quite a lot these last few months. In February, I visited Washington, D.C., to attend the Association of American Publishers' Professional & Scholarly Publishing meeting and learn about some of the crucial issues that are occupying the minds of journal publishers, including open access and peer review. In March I headed even further south to another hipster town, Austin, Texas, where I attended the Interactive portion of the annual South by Southwest festival. I sure put mileage on my boots rushing from session to session to cram all I could about responsive design, gated content, "ninja innovation" and more.
In the coming months, we'll continue our travels and our search for the exciting and the innovative, and we'll continue to bring you the information you need to master the rapid-fire change all around us. We're on the lookout for what's hip and, if you're doing it, we will find you!
P.S. I mentioned our new AR (augmented reality) feature above. Don't forget to download the Layar app and scan our pages for bonus content, such as a video message from Mr. Magazine (page 20) and chronicle of a visit to Rodale's new retail store (page 14). Instructions are below.