March 2008 Issue


‘Green’ Change Is Upon Us

“Never doubt that a small group of thoughtful, committed citizens can change the world. Indeed, it is the only thing that ever has.” —Margaret Mead As we put this issue to bed, Virgin Atlantic became the first commercial airline to fly using a percentage of biofuel. Virgin Atlantic execs said the effort was a step toward reducing the airline industry’s carbon footprint. Some environmental critics called the effort a publicity stunt, arguing that the benefits of using biofuel would be quickly wiped out by growth in the airline industry, and the amount of resources needed to support the use of biofuel on a widespread

Breathing New Life Into the Nation’s Oldest Magazine

Founded in 1845 by inventor Rufus Porter as a weekly broadsheet, Scientific American is the oldest continuously published magazine in the United States. But after a redesign to its print edition and a Web 2.0 overhaul to its Web site (, you would never know it. At the helm of bringing this industry stalwart into the 21st century is Bruce Brandfon, Scientific American’s vice president and publisher. Brandfon joined the publication in 2001, faced with significant declines in ad pages and revenue. But by 2007, the magazine’s ad revenue had increased 25 percent over the previous year. Brandfon spoke with Publishing Executive about this

Can the Kindle Spark E-Paper?

In reviewing the Amazon Kindle, it is necessary to split the review into two parts: analysis of the device and of the e-paper it uses. I have read three novels (the “John Carter of Mars” series), two magazines and one newspaper on the Kindle. Here are my reactions to the three experiences: • The e-book experience is excellent and enjoyable. • The e-newspaper experience is fair, but the visuals, photos and charts are nonexistent, and that colored my reading and expectations. • The e-magazine is a complete flop. All that was delivered was straight text in a flat format. What distinguishes

Easier Ad Workflow

The relationships between magazine publishers and their advertisers aren’t matters of “us” and “them.” On the contrary, these relationships—if they’re strong—are true partnerships. And it’s the publisher’s duty to not only supply its readers with valuable editorial content, but to also provide first-class customer service to its advertising partners, which means being able to provide pricing quickly, to notify them of opportunities for premium placement and exposure, to develop long-term programs that best suit the advertisers’ needs, and to ensure that their advertising materials are handled with care and reproduced—whether in print or online—with integrity. Maintaining the Relationship Customer relationship management (CRM)

Fast Stats

Inserts and Circulars Best Attention-Getters47% of Americans believe inserts and circulars are the advertising vehicles that best capture their attention—a 9% increase since 2003.43% of respondents said TV advertising best piques their interest—a 10% decline since 2003.Source:

How to Do a Co-Mail Analysis

Co-mailing your publication with other titles offers great savings, but do you know how much you’re really saving? Do you know how to evaluate whether you could be saving more with another mailer/printer?

Looking to Double or Triple Your Online Ad Revenue?

With today’s analytics systems, there are so many online metrics to look at that it’s easy to get overwhelmed. In the end, however, there is only one traffic metric that really matters to publishers: page views. This metric is critical for a number of reasons: • It measures reader engagement: the total amount of content consumed by your readers. • It defines the inventory you have to sell to advertisers (more page views equals more impressions). • It defines the inventory you have to market your own products for sale (e.g. books or other real-world or digital products). • It defines the opportunities you

Profitable Web 2.0 Tactics

In January, as they do every year, the editors of Guitar Player, Bass Player, Keyboard and EQ, all published by New York-based NewBay Media LLC, made the trip to Anaheim, Calif. for NAMM, the International Music Products Association trade show. The largest show of its kind in the United States, NAMM (which originally referred to the National Association of Music Merchants) is as familiar to musicians as the Detroit Auto Show is to the car industry—an event sure to generate excitement and ample editorial content for months to come. NewBay, however, decided not to wait around for the next editions of its

The Push for a ‘Greener’ Industry

When the mayor of New York, a high-ranking city commissioner and other Big Apple bigwigs gather at the Empire State Building for a press conference, you can usually expect the announcement of some big public works project, such as a new skyscraper. What brought these dignitaries together Jan. 30, however, was a different sort of public works: a campaign to encourage recycling among the city’s 8 million residents, led by a $3 million advertising blitz that will put posters on buses and subways, as well as commercials in movie theaters and on Time Warner cable channels. That this project, dubbed ReMix (for “recycling

Weathering a Stormy Paper Market Forecast

There’s no sugarcoating it: The paper market is bleak for buyers. The problems lie in both price and availability, and the forecast for 2008 has almost no bright spots. So, several questions have emerged: How did we get here? What can you do to cope with this new reality? What trends may affect paper purchasing this year and beyond? First, it’s easy to be puzzled by how the paper market changed so abruptly and intensely. Paper buyers have seen the dark clouds massing over the mills for years, but little has come of it. Why is it actually raining now? In the

Webinars: Gaining Traction With Your Advertisers and Your Audience

Bringing together hundreds or even thousands of people with the click of a mouse, webinars have emerged as a mainstay on the publishing landscape. With their inherent ability to deliver strong content to a digital audience in a digestible and well-received format, webinars are proving their worth as a strong and steady revenue stream for many publishers. Originally begun as experiments for a few publications, webinars are now spreading through the business-to-business world like wildfire, and are fast becoming critical elements of publishing operations. Web-based Seminars Provide New Revenue Streams As they move further into the digital world, more magazine publishers are discovering that