December 2007 Issue


13 Tips for Increasing Revenue Through Reprints and Content Licensing

Magazine publishers invest significant time, money and resources into producing quality content, both for print and online publication. However, once it publishes, that content does not necessarily cease to be valuable. Smart publishers also invest in repurposing their content for sale after it publishes, through reprints and licensing agreements, and as a result, can generate a greater return on their initial investment. Reprint sales and content licensing professionals shared with Publishing Executive the following tips on how to maximize this aspect of your business and generate increased revenue. Growing Your Reprint Business 1. Be proactive. Many publishers simply respond to reprint requests rather

25 Effective Blogging Tips

At the first-annual BlogWorld & New Media Expo, held last month in Las Vegas, independent and corporate bloggers—both active and aspiring—converged on the Las Vegas Convention Center to learn the ins and outs of using blogs and other new media tools, such as social networking and podcasting, from a host of Web 2.0 experts. These experts included representatives from companies across a variety of industries, including publishing, who spoke about their respective companies’ experiences with corporate blogs and how they’ve utilized this online forum to increase brand awareness and strengthen brand loyalty among their customer base. They also spoke enthusiastically about their successes, from

3 Concepts for Every Publisher’s Success

My friend Dr. Joe Webb is one of the graphic arts industry’s well-known and outspoken consultants, economic forecasters, commentators and pundits. As director of’s Economics and Research Center, he was pontificating and predicting in a recent online column the future of our industry, and he threw out the following ideas. 1. “Managing” content is not the issue; deploying content is. As my readers know, I have been suggesting similar concepts in this column for years. I think we can all agree that today’s print publishers have attained and acquired an excellence in creating and managing vast amounts of content. In fact, nobody does it better

31 Tips for Offsetting Postal Rate Increases

In the aftermath of this year’s postal rate increases, publishers and vendors are coming up with fresh ideas and methodologies for cutting costs, spurred on by the postal service’s new emphasis on standardized shipping. Strategies vary based on print runs and distribution models; generally speaking, however, the USPS’s new rules tend to benefit publishers who work with printers to use co-palleting and co-mailing options, and have forced small-run publishers to seek partners or find other means to offset increasing expenses that can total in the tens to hundreds of thousands of dollars. Publishing Executive gathered 31 tips from those in the field to help

6 Keys to Online Sales Success

I’ve worked with dozens of different sales teams to help them become more effective sellers of online media. Sometimes these sales teams are integrated print/online teams, sometimes they are separate. They may be located in large markets or small, and may be business-to-business or consumer publishing companies. Regardless of size or scope, however, there are six keys to online sales success that always apply, and those companies that execute these keys are usually very successful in selling online media. Some of these steps should be taken before you even begin the sale, some during the sale, and others after the sale. In a

6 New Tools for Audience Development

When I was in high school, I cleaned and maintained a health-care facility. I was a janitor. But I called myself a “maintenance engineer,” because it sounded a lot better when I talked to girls. You’ve probably noticed that circulation people throughout the publishing industry are now all referring to their positions as “audience development.” Are they just trying to sweeten vinegar, or does this signify some larger change in the industry? Probably a little of both, but there is no denying that some big changes are happening in the circulation … um … audience-development world. In fact, no other area of strategic

7 Opinions About Coverlines

1. Designer: “None! They spoil the picture!”2. Publisher: “Lots! They sell the issue!”3. Editor: “Short and snappy, active verb, and you!”4. Circulation: “Amuse them with puns and weird fonts!”5. Ad Director: “Sell something readers care about!”6. Consultant guru: “Ideal number? As many as necessary!”7. Everybody: “Anyone know anything for sure? Nope.”

7 Tips for Perfecting the Publication Production Workflow

Ask a dozen magazine production professionals to define the term “workflow,” and you’ll likely receive 12 different definitions. But despite the unique ways in which magazines are produced, generally speaking, workflow is all about taking valuable content, manipulating it in a way that maintains its integrity (no matter how it’s output), and doing it all lightning fast. “A successful workflow is one that allows publications to produce content and distribute it on a schedule that makes it able to compete with Web sites for readers’ attention,” according to Scott Seebass, CEO, Xinet Inc. in Berkeley, Calif. Given the plethora of technologies accessible to publishers

An Exercise in E-media Strategy

Until not so long ago, publishing across multiple formats had not gone far beyond taking a print product and reconstituting it for the Web. New forms of competition, however—those using all possibilities of a medium to shape content in fresh and engaging ways—have awakened publishers to the necessity of pursuing integrated publishing and marketing strategies. In recent years, as a result of media competition on many fronts, “somewhere between $2.6 billion to $2.8 billion of b-to-b advertising has gone away,” says Don Pazour, president and chief executive officer of Access Intelligence, a Rockville, Md.-based information and marketing firm. “If you want to serve a

Big Changes at Our Upcoming Conference and Expo

The end of the year has been a whirlwind for us here at Publishing Executive, as I’m sure it has been for many of you. In addition to the usual suspects of year-end business, our editorial staff and writers scramble to put together our December issue, which many of you may know by now is our annual “tips” issue. We pack as many tips on as many topics as we can fit into one issue. It’s a bit painstaking to produce, but it has become a reader favorite, so it’s well worth the effort. (When I say “reader favorite,” I don’t automatically lump

M&A Market Past Its Peak? Here’s How to Deal

While a debate on whether or not the U.S. economy is on a collision course with a recession is best left to the bears and the bulls, it is clear that a number of economic forces have made for an up-and-down 2007. Increasing turmoil in the housing and stock markets, a tightening credit outlook, and skyrocketing fuel and food prices have left both American consumers and businesses wondering what’s in store for 2008. And yet, the mergers and acquisitions market within the media and information industries remains relatively strong in the face of these adverse conditions, according to many observers. M&A firm Jordan Edmiston

The ‘Green’ Office

“Greening” your office will have a significant positive impact on the environment, is easy to do and can actually save you money. Here are a number of quick, simple ways to make your office more sustainable. Paper & Printing U.S. businesses use about 21 million tons of paper every year—that’s about 175 pounds of paper per person. This amounts to more than 50 million acres of land that is cleared annually to satisfy the growing demand for wood and paper products. To cut back: 1 Explore your options in environmentally friendly printing papers. Virtually all paper manufacturers can include recycled content in the publication

The 4 Functional Scales of Cover Type

Sizing coverlines has little to do with “liking,” nor is it arbitrary. It is a calculated response to functional needs, and exploits both the targets’ visceral curiosity as well as their physical capacity to see. 1. Dominant: big logo in uncluttered space, for clear identification of the product from across the room. 2. Large: main head to explain the significance of the dominant image. Big enough to take in easily when passing by on the far side of the sidewalk. 3. Small: several “appeals” grouped so they can be seen, but too small to read unless the target picks up the issue to bring

The Quest for the Perfect Cover

When a magazine’s cover “worked,” we can never determine for sure exactly what worked. Was it the photo? Was it the subject of the cover story? Was it the big type run in process yellow? Surveys can be taken, focus groups convened, but experience teaches that you can’t escape flying by the seat of your pants. That’s another way of saying that we depend on the editor’s gut feeling. I was one of the judges awarding “best cover” medals in an intramural competition at a publishing company large enough to warrant such an act. The company’s owner—who ought to know given his company’s output—told