Maria Rodale, is a fascinating member of the publishing community. She is the CEO and Chairman of Rodale, Inc., which makes the claim to be the world's largest independent publisher of health, wellness, and environmental content, and the largest independent book publisher in the United States. Who am I to disagree? In fact, I love the world's largest claim, as I claim to publish the world's oldest eNewsletter. Maria is a third generation publisher whose grandfather J.I. Rodale founded the company in 1930. She is a lifelong advocate of organic farming and gardening. She is the author of five books. And she graciously agreed to my interviewing her. CLICK HERE FOR THE FULL INTERVIEW
As Content & Technology Converge, Publishers Feel the Squeeze
Is there a difference between a content company and a technology company? The answer to that question is becoming increasingly difficult to answer. In the recent past, publishers were by and large content companies. Today, with the blending of multiple content distribution formats, magazine media companies have forged new business alliances and discovered new types of competitors, blurring the lines between magazine companies and technology companies.
David Carey recently noted that, "Hearst is a content company, operating with a platform mentality...functioning as one global entity as far as content sharing." I suggest to you that only a technology company that sells content on such a vast scale can achieve the goal of that kind of global outreach.
Let's put a bunch of companies in the same sentence and see if we can divine the differences: The New York Times, Hearst, Condé Nast, Yahoo, Buzzfeed, Vox, and Upworthy. Can you distinguish the differences between these companies and their missions? If we are all fast becoming technology companies, as it seems we are, perhaps we should consider the differences and significance of online readership and off-line readership. Are we nearing a point when it will all be just readership?
It seems to me that my opinion on the changes to the ASME guidelines will be in the minority. To me it boils down to integrity: you have it or you don't.
As an industry we seem to keep diluting our once unimpeachable integrity, whittling at it here and there, until before we know it, we have none. Native advertising, ads on the cover, editors working hand in hand with advertisers -- where does it end? Oh, I see there actually is no end, just a slow whimpering slide into total duplicity. Yes, you can fool all the readers some of the time and some of the readers all the time, but you absolutely can't fool all the readers all the time.
In the end the ASME rules don't matter and they never did.
Lets face it, we have never been a "pure" industry and we have always pushed the business envelope hard for a few extra bucks. But now we don't wish to even fake it anymore.
What does matter is our self-image. Editors of old would be appalled at what we have become and allow. I hear you -- modern times require modern guidelines. I'm sure that is true. But I tell you this, there continues to be less and less that differentiates the magazine media business from multiple internet scams or from the 16 year old kid doing whatever he pleases to score with the girl next door. It may work for the kid, but not for the industry.
I think the old guidelines of the magazine industry that were in place for decades helped develop the enduring value for our franchises. We are still riding on the coattails of those old values, and the public still believes in us and our integrity based on what we did in the past. It will take time, but not as much time as took to develop that trust, for it to evaporate. Is it worth it to destroy a legacy for just a few shekels? I guess so.
BoSacks Readers Speak Out: On ASME, Time Inc., On Newsstand and Circ issues.
Re: The Shady Industry That's Trapping Door-to-Door Magazine Sellers
Bob, thanks for posting. Rita Cohen from the MPA summed up the situation - selling this way is worth the hassle because agents have connections that publishers may not have. "Our hope is that we can rely on the agents to do business as we put forth in our guidelines so that we can continue to get our content to as broad an audience as possible." Since the MPA publishes guidelines on behalf of their members - the publishers, they have a responsibility to enforce them. It is obvious they are not being enforced. The MPA should be held to a higher standard in monitoring these activities.
(Submitted by a Publishing Executive)
RE: Blurred Lines Now Official per ASME
It seems to us that the ASME has lost some of its teeth, and this is their way of playing catch-up and trying to stay relevant as the marketing dollars make more and more of the editorial decisions. Appeasement has a way of falling short in the long run, and consumers have a way of seeing through this kind of veiled attempt at maintaining lines.
Simply waving around your guideline isn't enough to prop up your integrity when it starts to falter.
(Submitted by a Printer)
BoSacks Speaks Out: On Niche Media Publishing Conference
Last week I went to Denver to attend the Niche Media Conference. As I sat there at the opening ceremony I started to wonder about the term "niche". We all use it, but do any of us know the actual meaning of the word. I didn't. The term comes from Vulgar Latin, vulgar in this case meaning "common or vernacular Latin" rather than Classical Latin. The Vulgar Latin word was nīdiculāre which means to stay in one's nest. From Latin the French used the word nicher or "to make a nest."
I tell you all this because Carl Landau has succeed in making a publishing nest at his Niche Media Conference. I must have asked 45 of the 250 attendees if they liked the event and why. Most of the people I met were returnees, and that says something right there. A few have been coming since the beginning, which I think I heard Carl say was 9 years ago.
BoSacks Readers Speak Out: On Publishing ROI, Print isn't Dead, Frozen subs, Mr. Magazine, Big Data…
BoSacks Readers Speak Out: On Proof that Print is Dead and Why it Should Be Re:…
BoSacks Speaks Out: On PRIMEX, and the Important Nuts and Bolts of the Magazine Industry
There is an unsung part of the magazine media industry that many of us rarely think or hear about, and yet a case can be made that this hard working section of the industry is the mighty engine that actually keeps us running.
We constantly read about creativity in our industry, about the art or editorial without which we wouldn't have a business. We read about newsstand issues, both the good and the bad. But the "magazine auto mechanic" who keeps the engine running is rarely in the forefront of industry discussions. Yet without a good, well distributed substrate, where would you put your creative content?
The somewhat hidden yet vital sectors of our business are the production departments. Having been a member of that elite group myself, I know the perils of the position all too well. Our job is to keep costs down to minimum and quality up to a maximum. Sounds easy, right? Other than those cost and quality conditions we only surface when things go wrong. What kind of person would actually take on that kind of responsibility? The fact that we get it right and near perfect 99.9% of the time is irrelevant when the pulp hits the fan of manufactured discontent. FOR THE COMPLETE ARTICLE CLICK HERE
Two years after returning as Twitter's CEO, Jack Dorsey has pulled the company back from the brink, persuading people to spend more time on the micro-blogging site and attracting more advertising. Investors ratified his efforts this week, when Twitter posted a surprise surge in revenue growth and a first-ever profit. The shares rose 12 percent.Now the question is whether Dorsey can build on the...
Logan Paul can no longer run ads on his YouTube channel, the video service announced Friday, saying he had repeatedly violated its rules.YouTube said it was penalizing Paul for posting videos in which he tasered a dead rat and "encouraged followers to do the Tide Pod challenge" (that's eating laundry detergent)."After careful consideration, we have decided to temporarily suspend ads on Logan...
The Interactive Advertising Bureau released its first whitepaper on blockchain technology Thursday, highlighting how it believes the tech can improve the buying and selling of video ads.The IAB says blockchain technology "is a natural fit for the digital advertising supply chain" with potential to increase efficiency, reduce costs and eliminate fraud. Blockchain can also significantly reduce the...
Kevin Hart is a man of many characters, and many careers.Days after almost crashing the Super Bowl award ceremony in Minneapolishe's an Eagles fanand on his way to an undisclosed commitment with Nike, Hart took time to talk up his digital video network Laugh Out Loud."So far, so good," Hart says, talking about the roll out of LOL, in his signature fast-talking, declarative cadence. "There's no...
What is the BoSacks FREE newsletter all about?
It is purely a very "personal" and slanted collection of news gathered daily over the Internet, which to me seems relevant and useful about the publishing industry. I do this as a labor of love and to keep myself as up to date as is possible with the ever changing and advancing "Information Distribution Industry" formerly known as "Publishing".
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The price for this service is nothing. It is Free. It is just as easy for me to copy three or four of my industry friends as it is to carbon copy the current list of 16,500 publishing professionals.