Bosacks Speaks Out
March 18th 2020
The author states:
So, although we are not entering a post-literate society, there are big things to be vigilant about and that need our attention. Humanity and Content Distribution, formally known as publishing, have entered a new period of transformation. The hard part of this transformation is that we are still contending with our old legacy thinking, which is how we all tend to live in the present and look ahead to the future through the conceptual filters of the past. It is no small task to fight that thinking process.
And yet as an industry, we plow on and adapt to the new business order. In times of crisis, the criteria to succeed is with above-average leadership. That includes your own personal leadership as well as your managements.
I have been a digital futurist for the publishing industry since the early 1990s and probably before that, depending on when you start counting my industry predictions. I still believe in the future of digital as THE most efficient and effective communication tool yet known to man. But my prognostications have always been tempered with pragmatism, as I am what I call a pragmatic optimist.
The web and all that it contains, the good and very bad, will be with us as far as one can see into the future. But while reading the article How Ad Fraudsters Are Thriving During the Covid-19 Crisis I was thinking, "How did it come to this?" Which is what King Theoden asked in the Lord of the Rings movie, The Two Towers. Now I ask the same question – How did it come to this? How can the advertising business lose $42 billion dollars in ad fraud while at the same time fraud-free, safe and proven magazines continue to lose ad dollars every quarter? How can there be so much excess revenue that an industry can lose $42 billion and do very little about it?
What do we know? We know that there are fake humans, click fraud, fake ad placement, ads paid for that are never seen, fake web sites that look real but aren't, all grabbing an obvious overabundance of loot. Not to mention the theft of our very selves. Our whole lives and families' interests bundled for sale not to the highest bidder, but to any bidder. The online automated advertising ecosystem is impossible to understand much less control under the current conditions we find ourselves in.
There is an abundance of data that shows that magazines are more trusted than any other delivery vehicle. Magazines are rated and respected by readers for top quality and accuracy in reporting. Yet, print which is trusted by all parties loses market share every year, while obviously fraudulent digital advertising despite the known fraud does nothing but grow. How did it come to this?
The agencies don't care about the fraud in the process, because they make easy money regardless of any scam, robots, unseen ads, and all the other dubious fundamentals that make up a great deal of the dishonest digital media industry. Until otherwise proven, the agencies are at the very root of the problem, because they "know" and do nothing.
Ad agencies are addicted to easy profits, and they are making too much money to alter their course. Obviously, there is too much greed and too much money for this to change any time soon. What do I expect to happen when the fraud hits $100 billion dollars of loss? Nothing. Absolutely nothing. Because there is no cure for greed.
I have had the luck to play many roles, and I've had multiple job titles in our media industry. I think the one I enjoyed the most, other than being the publisher of this newsletter, was as a Director of Manufacturing and Distribution. I thrived on the chaos that the job entailed. Each day had dozens of moving pieces tossed into the air, and if you were good at it, none of the magazine pieces hit the floor, and all titles shipped out on time and on schedule and reproduced with exceptional, consistent quality.
I've seen the production process crush those without the ability to adapt to the non-monotony of diverse and complex situations on the fly. But I found it exciting to be in the center of the magazine manufacturing storm jumping from one solvable problem to the other. I believed then, and I think now, that there is always a solution. It is seeing the simple solution rather than the complex one that is at the heart of manufacturing alchemy.
My enjoyment of the pressure of making magazine magic under stress brings me to the interview, “Confessions of a Media Buyer under Pressure”. I feel for the person here and the mental toll he or she is dealing with. The 24/7 cycle and the intense pressures of clients and supervisors not respecting that the media buyer is a person, a human with the need to decompress and step back from time to time and get refreshed. Clearly not all employees are built for the constant, ever developing 21st century stress and chaos.
Perhaps it is the new normal where we don't have the structure of the commute to an office, the somewhat orderliness of 9 to 5 (or so) out of the home, and the return commute to our families. If you take that organized part of our routines away, I can see the new expectation that we are always on call.
This always on call, always available, has been growing with each advancement of the digital process for the last two decades. It’s not that it is new – it isn't – but with the advent of the COVID Time Machine, we are where we would have been anyway, but years before it might have happened. And that presents a Human Resources situation where a person's personality traits that might have been acceptable for methodologies and work patterns of the past are no longer suitable for the compression of the new normal workload.
It’s a topic worth having a conversation about. If there are any HR professionals on this list or if you non-HR professionals would like to offer your thoughts to our group, I’d love to hear from you. - firstname.lastname@example.org
BoSacks Speaks Out: Most of us naturally track our industry and know the score of what the plague and the media tech platforms (FANG) are doing to us. It is a toxic combination not only for our health but also for our careers and our business wellbeing.
I follow our industry very closely and read of layoffs and closures almost every day. We all read about them and absorb the data as shots from a sniper one information bullet at a time. The article Advertising Slump During Virus Crisis Hits Media Jobs brings it into focus as a shotgun blast of intelligence right to the heart of our media industry. The entire global media workforce is shrinking. The plague and the media stress are a wide-spread phenomenon.
We are all hoping for a relatively fast vaccine and an equally speedy economic recovery. When that happens, media will get back on track and rehire, reinvent and reestablish itself, but perhaps not as it was. We have all learned to do more with less. That is one of the new permanent conditions we will live with long after the new normal solidifies. Some of us might never work from an office again. Being self-employed I haven't worked from an office since 1996. This will be a change in lifestyles for many media professionals.
There are pluses and minuses. Between not commuting and lunches alone, I have saved a fortune in everyday expenses in the last 24 years. One of the minuses is the lost real-time relationships with co-workers and friends. The occasional drink together after work. But there is tremendous freedom working from a home office, and it can be accomplished from anywhere on the planet with a working internet connection.
As an example, in the last ten years I have been on the road for 920 days and visited 10 countries and 174 cities, some of them multiple times. (Data from Tripit.com.) In all that time, I have never missed my publishing news cycle.
So, when we start the new part of our careers working solo, it can be an enjoyable experience. We just have to get through our tales of two careers.
“It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness, it was the epoch of belief, it was the epoch of incredulity, it was the season of Light, it was the season of Darkness, it was the spring of hope, it was the winter of despair, we had everything before us, we had nothing before us …” Charles Dickens
Is it possible that Dickens was prescient and from the 1880s was forecasting the publishing business of the 21st century? How better to describe the current conditions of our industry in this COVID crisis? Is this not the best of times and the worst of times imaginable? Does not the media industry reflect a tale of two cities – one of prosperity and one of deprivation? We have parts of our industry that are doing well, while in other sectors, there is great angst, job loss, and contraction.
Do you know that Dickens’ second to last paragraph in A Tale of Two Cities also forecast the modern magazine industry?
“I see a beautiful city and a brilliant people rising from this abyss, and, in their struggles to be truly free, in their triumphs and defeats, through long years to come, I see the evil of this time and of the previous time of which this is the natural birth, gradually making expiation for itself and wearing out.”
Dickens is correct we will rise from this abyss with experimentation, innovation and determination. We will continue to entertain, educate and provide for the needs of a reading public. I am confident this observation is part of the still evolving new normal of business models created and adjusted on the fly through a global pandemic.
Yes, our industry will never be the same. We will never be the same. But I think a strong case can be made that it will hopefully and eventually be a better, more stable, and once again a beautiful place in which to work.