Thomas Paine

Bob Sacks (aka BoSacks) is a printing/publishing industry consultant and president of The Precision Media Group (BoSacks.com). He is also the co-founder of the research company Media-Ideas (Media-Ideas.net), and publisher and editor of a daily international e-newsletter, Heard on the Web. Sacks has held posts as director of manufacturing and distribution, senior sales manager (paper), chief of operations, pressman, circulator and almost every other job this industry has to offer.

As a professional advocate of the written word, I am in awe of the global circumstances we now see happening right before our media eyes.

Many magazines today are bleeding profits. Ad revenues are down in almost every market segment, and right now, there’s no telling when—or if—they are going to come back. For many (the recession aside), ad revenue is shifting online, but often at a slow pace, and it still comprises a relatively small slice of total revenue. As former Berkery Noyes Media consultant Jeff Reinhardt says in this issue’s feature story (“Outside-the-Box Revenue Generators,” page 28), “The marketplace has undervalued it. We’ve gotten rid of 10 analog [print] dollars and replaced them with 10 digital dimes.”

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