Distribution “Hero” Ingrid Jakabcsin Promoted to EVP of Procurement & Distribution at TNG
Earlier this year Ingrid Jakabcsin of TNG was singled out by the Jim Pattison Group for a Special Achievement Award at the 2017 Partners in Pride event. According to TNG President and CEO David Parry, the award was “in recognition of keeping TNG’s core magazine business viable in a very tough environment”.
A tough environment? Like the fellow says, no truer word has ever been spoken. Just a few days ago I got a call about another layoff. It was a marketing person at a national distributor, someone that we had counted on for years and grown to value personally as a friend. “It was hard for all of us, but with the direction the industry has been going, we need to protect the stability of our organization,” said a company executive.
Protecting organizational stability is what we’re all about these days. Regardless of our position in the distribution channel—publisher, distributor, wholesaler, retailer—we are working to find ways to survive and continue into the next decade. We as publishers might not always be on the same page as our channel partners, and there are times when our individual needs or methods may not perfectly align, but it’s in all of our interests that we and our distribution partners are able to stay healthy and viable in what is, as Parry put it, a very tough environment.
It can feel like a battle sometimes, and, as in a battle situation, we need leaders. More, we need heroes. There are always a few people in every organization who get things done. The ones you like to call when you have a problem, who can seem to cut through the complications and make things happen. I can name many I’ve worked with over the years, many I still work with, and I consider those people the heroes of our industry. Ingrid is one.
A number of months ago a publisher client of mine was seeing a big free-fall in sale of a core product. Numbed by the successive industry-wide sales losses, a publisher might be forgiven for believing this was an irreversible loss, but this publisher wasn’t ready to give up. We got together with Ingrid to come up with ways of reversing this decline. Despite her already heavy workload, Ingrid agreed to be our point person in working with the people at various levels of her organization to identify and solve the problem.
This is one of the stories—and they do still exist—that has a happy outcome. It didn’t happen all at once, and it didn’t happen without a lot of work, a lot of strategizing, and a lot of communicating. But it did happen. The sales loss was reversed, as it showed every indication that it could be, and it was done with the help and support of TNG, led by Ingrid.
Ingrid has just been promoted to EVP of Procurement and Distribution for TNG. Selfishly I fear that in her expanded role she will be less accessible. On the other hand, no one deserves it more. Times are tough, yes, but there are still steps we can make to improve our sales and profitability, and partners such as Ingrid help make it happen.
Linda Ruth, as president of PSCS Consulting (www.PSCSConsulting.com), offers communication companies worldwide the keys to magazine launches, search engine optimization and audience development online and at retail. She is a pioneer in the fields of Online Audience Optimization (OAO) and gamification for content publishers. Her books, "Internet Marketing for Magazine Publishers" ; "How to Market your Newsstand Magazine"; and "Secrets of SEO for Publishers" can be found on Amazon. Find her online at Google Plus, Magazine Dojo, LinkedIn, and Twitter @Linda_Ruth.