Content is King, or Is It?
Like the old saying, "practice makes perfect," you should take "content is king" one step further. As an old coach once told me, if you practice poorly you won't get much better. So, as Vince Lombardi correctly put it, "perfect practice makes perfect." Well, "content is not king," but great content certainly will reign supreme.
For years now, I've preached to anyone who will listen that if you put something worth reading on papyrus, I'll read it. Along the same line, if new Rolling Stones music comes out in 2009, even if it was only released on vinyl it would still sell millions.
I was reminded of this again when I was reading Entertainment Weekly (in print!) and came across the most watched television shows from the week of Dec. 1-7. Coming in at No. 15 was the 1966 classic "How the Grinch Stole Christmas," watched by 11.4 million people, according to Nielsen Media Research. Just ahead of it was one of my favorite holiday classics, "Rudolph the Red-Nosed Reindeer," which originally aired in 1964, seen by roughly 11.8 million viewers 44 years later! Both shows beat "CSI: Miami" and "Law & Order," among others.
Like anything else you're doing, step back and look at your content strategy. Are you publishing timeless classics? Provide something worthwhile to your readers, find out what they crave and give it to them. They are not just your readers, but they are your publishing partners.