Bosacks Speaks Out
William Ford Gibson is an American-Canadian writer who has been called the "noir prophet" of the cyberpunk subgenre of science fiction. It was Gibson who coined the term "cyberspace" in his short story Burning Chrome. He is also responsible for one of my favorite quotes, which I often used to open my lectures in the early 2000's, "The future is already here -- it's just not very evenly distributed."
In our industry nowhere is that more evident than at the Digital Innovators Summit (DIS) held each year in Berlin. I have had the privilege to attend it for seven years. In doing so I have witnessed the digital transformation of publishing media firsthand and with a global perspective. It is partly this experience that enables me to speak with authority about our industry and its future.
Publishers Are Finding Profits in Diversification I think the most obvious takeaway from almost every presentation is that the crisis of confidence is over, and we are now in a better state than we were five years ago.
There is now overwhelming proof from multiple global sources that digital can supply revenue and profits. Subscriptions are real and readers, especially those that trend younger, are willing to pay. Parallel to that is the formula of: Quality + Specialization = Premium Pricing. CLICK HERE FOR THE ENTIRE ARTICLE
Last week I wrote a sober article about the state of digital fraud invading our lives, our families, our jobs and our psyche. I wasn't wrong, as each day new intrusive assaults are discovered.
Last Friday we received news of yet another of what seems like weekly Facebook abominations. Now it has been revealed that Facebook collects intensely personal information secretly from thousands of popular smartphone apps and just seconds after users enter their personal information. Facebook gets it, even if the user has no connection to Facebook. More surveillance for a profit. George Orwell in the book 1984wrote "If you want to keep a secret, you must also hide it from yourself." Good luck with that, there are no secrets any more. Pretty depressing, right? Well it is, and it should be.
According to The New York Times... Parliament denounced Facebook and its leadership as "digital gangsters." The British are always so damn polite.
But wait, there is a bright side here, and that is print and the magazine industry. It's not that we can prevent what's going on digitally. We can't. But we can be fertile ground for profitability and safety. Print is and should be a shinning beacon standing tall among the fraudsters. There are successes in many places for the magazine print industry and billions still being made.
I go to many magazine conferences all around the world each year. And guess what? There are profitable publishers in every conference. Here is a true example where size doesn't matter. Large or small, many publishers are doing well and creating centers of profitability. I had lunch last week with Alison Dickie, the publisher of a local magazine here in Virginia called Albemarle Magazine. It's a smallish, local publication that has to fight for every dollar. It's not easy, but they do it. And the results are impressive.
In a week or two I'll be having lunch with my friend Bernie Mann, the publisher ofOur State magazine.(196 pages last issue) They are doing gangbusters and, as far as I can tell, they are among the most successful regional magazines in the country.
Last month I spoke at the Canada Magazines Business Summit. Here again is a group of successful B2B publishers.
In a few weeks I'm off to DIS (the Digital Innovators Summit) in Berlin. It is a collection of publishers from around the globe sharing success stories in publishing. Not one of those tales will be about digital abuses of power, but rather about gaining revenue and market share, and from my perspective, honorably.
This year I'll also be attending IRMA International Regional Magazine Association. This is a terrific group of regional print publishers growing and making revenue positive strides.
And dare I not mention Samir's Husni's Annual Magazine conference ACT at the University of Mississippi. As conferences go it is probably the smallest by population, yet the biggest in comradery and geniality. The auditorium is filled with 40 professional speakers and about the same number of journalism/media students. All the publishing professionals represent successful publishing operations.
Let's not forget the printers and paper companies of our industry. They, too, represent on-going strength and successful revenue streams.
I could go on and on, but my point is that print is viable and profitable.
The irony should escape no one that the nature of our product of off-line media is safe and totally non-intrusive to sharing anyone's personal secrets.
Let's use print and thoughtful, thorough journalism to stop, hinder and otherwise mute the digital surveillance network of privacy pirates and not let them distract us from our successes.
BoSacks Speaks Out: I stumbled upon this article today while rummaging through some older files. On November1, 2010 I penned this for Publishing Executive Magazine.
It is simple but important generic advice for staging a successful career. It seems to me that it holds up pretty well eight years later and is worth re-sending. The more seasoned professional subscribers of this publication will already be practicing these skill-sets. But the readership of this newsletter is broad. Not only do we have most of the senior management in our industry, which means most likely your immediate supervisors are readers too, but also new hires as well.
The most important thing to remember is that knowledge is power and industry knowledge is employment power. If you can speak knowledgeably of the entire media process, you are a more desirable candidate for the job you have or, perhaps even more importantly, the job you want to have. Understanding what the other departments actually do is of vital importance. Inter-departmental communication and knowledge facilitates the teamwork of successful and efficient organizations.
You must network and join professional organizations and, if possible, go to trade shows as if your job depends upon it, because it does. If your company won't pay for it, pay for it yourself. Your current job is only a part of your career.
A good professional group has the collective intelligence of the entire industry. They are a tremendous resource. If you have a question or stumble upon an unfamiliar situation, someone in that group knows the answer. If you ever get that pink slip, they know where the new jobs are. Professional organizations are important on many levels, not the least of which is exposure with your contemporaries and possibly your next great boss.
Essentially, you have either a job or a career. Career people stay employed. You must always be working on your career. Stay alert and continue to educate yourself about our industry and good things will happen, because you will be ready to adapt and react with grace and style.
BoSacks: The Profit Prophet: 7 Tips for Advancing Your Career
AD SMACKDOWN: CATS VS DATA - By Bob Hoffman