BoSacks Speaks Out: Print media is growing; will print advertising follow?

As my long-time readers know I have a global interest in regards to the information distribution business formally known as publishing. The following article is obviously from India, but some of the dialog from India could be heard at any domestic media conference. And that is the point of sending this type of article out. Media with its multitude of nuances is global. One way or another every information distributor faces similar obstacles and successes. Keeping a world view on publishing helps me see trends that I might otherwise miss.

Speaking of missing a "print is not dying" moment, last week I sent out an article titled As Print Continues to Die, Why are Conde Nast and Hearst Launching New Magazines. That article discussed among other titles that Penthouse did away with its print edition. Both my favorite newsstand consultant and Kelly Holland, the CEO Owner of Penthouse Global Media, immediately contacted me with the correction that Penthouse is still on the newsstands and according to Kelly, "We are expanding from 10 issues annual to 12." Kelly and I had a conference call today where she briefly brought me up to speed with how they are working and revitalizing this classic brand. I didn't hear anything that couldn't work. Adult titles are one of many niche publishing areas of focus. As I suggested to Kelly, "It all sounds reasonable. The trick in any company or any niche is execution of the business plan." The caveat, of course, is that proper execution and a fair amount of luck is no easy task, but both are accomplished every day.