How the Old Farmer's Almanac Has Found Digital Success
August 26, 2015 at 3:05 pm

Last week was a big week for the Old Farmer’s Almanac. The 2016 edition has shipped, is being received in wholesale agencies, and is beginning to appear in retail outlets throughout the country. The AP wire story has been released and picked up by ABC News, HuffPO, Yahoo! News, and Fox. The New York Times,…

Creating an International Print and Digital Empire: A How-To
August 13, 2015 at 6:42 pm

A global digital model can work for print publishers, but, if Hearst Magazines International’s experience is any indication, it will not be built around paid content. That is one of the lessons I took from Yale Publishing Course this year. If you’re looking to keep track of what innovations leading publishers are trying, digitally and…

Thoughts on MAGNET 2015 Q1 Newsstand Sales Results
June 1, 2015

There is absolutely nothing new in the latest newsstand reports that we didn't really already know, and the latest stats shouldn't be any kind of surprise to anyone. The print enthusiasts on the planet will continue to deny that there is anything wrong with the medium, and many new print titles will still be born despite the statistically obvious fact that print gets a smaller footprint each and every every quarter since 2008. There is no bottom to this trend and there is no correction possible anywhere in sight. Nevertheless. I suggest that there is some hope.

A Futuristic Look at Data & Publishing: Entering the "Human" Internet Era
May 29, 2015

Popular thought has it that the Internet has allowed us to usher in something that is known generally as the 'knowledge economy' or the 'information age'. I happen to believe that society is already moving out of that era and on to 'the human era', an era where we are re-asserting our humanity.

The Unintended Consequences of Data Targeting
May 8, 2015

Every brand is attempting to deliver a unique experience for every single person it engages with. This is not a new challenge -- it is a longtime dream of marketers. But only now are we even starting to pull together the technologies needed to deliver on that vision -- and there is still a ways to go. But make no mistake: the technology is getting there. And fast.

3 Ways Publishers Can Use Email Marketing to Drive Traffic
March 27, 2015

It is no surprise that email has become a favorite marketing tool among publishers. A strategic email marketing program is one of the most effective, low-cost ways to grow your audience, share premium content, and drive traffic. And according to the Direct Marketing Association, the ROI of email marketing is an astounding 4,300%. But your results are only as good as the quality and size of your email list.

How to Look at Your 2014 Sales
February 23, 2015

So far I have spent 2015 deep in analyses of publishers' sales in 2014 and before. That probably puts me in company with every other audience development person in our business. There are many circles that might never be closed -- issues with zero sale in certain chains due to unrecorded sales; issues with 100% sale in other chains due to unrecorded returns. Issues that exist as a

Resurgence of Vinyl Should Remind Publishers of Their Core Fans
February 3, 2015

Last week this article from The Media Briefing about the "resurgence" of vinyl circulated in our offices. Resurgence is in quotes there because vinyl, though experiencing noteworthy growth after being nearly eviscerated by cassette tapes then CDs then iPods and now streaming music, remains a tiny fraction of the overall sales of music. (Note the table in that article showing units sold from early '70s to today.)


The Real Cost of Content Marketing
December 10, 2014

How do you respond to advertisers who want to blog more and advertise less? Do you discuss with them the real cost of content marketing? Content marketing has become all the rage in the marketing world as brands empowered by the technologies of the web, SEO, and various publishing tools race to become publishers themselves.

Print Mag Audiences Up, Metrics & Other Interesting Data
December 5, 2014

For the past week Mary Berner, President of The MPA (Magazine Media Association), and I have been communicating publicly and sometimes privately. I think all of our conversations have been appropriately spirited and healthy for the industry. We don't agree on all issues, but we are having a professional dialog most of it in the open, and that is good for everyone.