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Parade Magazine Sold: Editor Maggie Murphy Tells Mr. Magazine™: I Did Everything I Hoped To Do. A Mr. Magazine™ Exclusive

September 18, 2014

With news reports that Parade, the 73-year old Sunday Newspaper magazine, is being acquired by Athlon, I reached out to Maggie Murphy, Parade’s editor in chief and asked her to comment on the sale of Parade and its aftermath. Here is her answer:


maggie murphy With Jack’s (Haire, Parade’s CEO) faith and support, we reinvented Parade.com, created a successful contributor’s network, launched branded content and video, delivered a magazine that was beautifully designed and visually exciting (despite the cluttered environment), launched Dash, and, oh yes, created a great place to work.

I did everything I hoped to do with these brands–except get Joe Biden on the cover! I just ran out of time.

Here’s the thing: I am absolutely sure my uber-talented team will go on to opportunities that will help move the industry forward, and I am looking forward to my next adventure. You can’t edit Parade and not be an optimist. These brands are stronger today than they were when I got here.

And I wish the new stewards all the best.


And here is the Mr. Magazine™ Interview with Maggie Murphy and Jack Haire from last March.

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“Fashion with a Conscience” is What Sets Marie Claire Apart from the Rest of the Fashion Magazines and Solidifies The Standard For Fashion, Beauty & Issues Important To Women Globally – The Mr. Magazine™ Interview With Editor-In-Chief, Anne Fulenwider…

September 16, 2014

“I absolutely think that the social conscience of Marie Claire is as important today as it was 20 years ago. And I believe that has a great deal to do with our present success.” Anne Fulenwider

Anne Fulenwider 2014 Passionate, hard-working and definitely driven when it comes to the success of Marie Claire, Editor-in-Chief, Anne Fulenwider has been in the magazine business for over 20 years and has certainly learned what it takes to head a major brand. From Vanity Fair to Brides, she has worked closely with some of the top editors in the industry before becoming editor-in-chief of Marie Claire. A perfect fit with the magazine that since its inception helped coin the phrase “fashion with a conscience.”

On a recent trip to New York, and in the midst of her busy Fashion Week schedule, Anne was able to carve out some time for me after hours to speak with her about the 20th Anniversary issue, print plus digital and what it takes to achieve the success she has known in the world of magazine media. We met in her office on the 34th floor of the Hearst Tower and the conversation was filled with laughter and great information as her passion for the brand illuminated the discussion and proved that she knew just exactly what the right formula for Marie Claire’s future should be.

So sit back and enjoy the Mr. Magazine™ conversation with a woman who has worked hard and passionately to rise in the ranks of magazine media…Editor-in-Chief, Anne Fulenwider, Marie Claire.

But first the sound-bites:


On the role a socially-conscious fashion magazine such as Marie Claire plays in today’s marketplace:
I absolutely think that the social conscience of Marie Claire is as important today as it was 20 years ago. And I believe that has a great deal to do with our present success.

On whether we’re seeing more social issues today in print or in digital:
I think the role of social media is important because we feel enabled and empowered to do something and they are more able to participate in the conversation and to make a difference.

On her most pleasant experience since coming to work at Marie Claire:
When I was first offered the editor’s job at Marie Claire I was ecstatic because it is honestly my favorite magazine, as a reader I can say that.

On some of the stumbling blocks that she has faced:
The stumbling block for me immediately was that I had only been at my current job, the one I was in at the time, for less than a year.

On any feelings of jealousy or competition with other brands that are in the same building as Marie Claire, such as Elle or Harper’s Bazaar:
I believe the fashion space is a highly-competitive space and I feel competitive with all the fashion magazines. And certainly, we’re always competing for cover stars.

On why she chooses print when she curls up to read at home:
If I’m going to enjoy a magazine right now, for the most part, I read it in print.

On any advice she would give someone just starting out in the industry, with the ultimate goal of being the next editor-in-chief: To become the next magazine editor, I think that they should maybe do what I did: I worked really hard, kept my head up and looked for opportunities, talked to as many people as possible.

On what the industry has done wrong since the 2008 crash of the economy and the rise of digital:
I think we as an industry adapted too slowly to the tablet. When a new technology arrives on the scene no one really knows what to make of it at first or how the consumer is going to embrace it.

On what keeps her up at night:
But really what keeps me up at night is this flash I sometimes get in the middle of the night that I’ve forgotten to a write thank you note to a designer for sending me flowers or I’ve forgotten to sign my son up for karate; it’s really about the keeping-the-whole-life-together type of thing.

And now the lightly edited transcript of the Mr. Magazine interview with Anne Fulenwider, Editor-in-Chief, Marie Claire…

Marie Claire_Oct 2014_Ariana Grande LO Samir Husni: I was consulting for John Mack Carter when Hearst launched Marie Claire in 1994. I referred to Marie Claire back then as the “fashion magazine with a conscience”. Now, 20 years later, with your biggest issue ever; do you think the social aspect of being “a magazine with a conscience” plays any role in the success of a fashion magazine today or is it strictly about the fashion?

Anne Fulenwider: I absolutely think that the social conscience of Marie Claire is as important today as it was 20 years ago. And I believe that has a great deal to do with our present success. More now than ever before, young women are very engaged in the social issues of the day, partly because of social media and the Internet. They’re more aware of what’s going on in the world and more able to make a difference and engage in those social issues today.

So, in our 20th anniversary issue for September, we celebrated 20 women who are changing the world. And some of those women are celebrities, but some are a different type of celebrity. Tammy Tibbetts, for example, is the founder of She’s The First.org, and it is an organization dedicated to helping women become the first in their family to go to college.

Women like Tammy, in this country and around the world, were able to find an issue they were passionate about, study it and then do something about it often through social media. I think that this is very relevant to today’s graduating class of college seniors and to women who are thinking about what they want to do with their lives.

Samir Husni: Are you seeing more of that in print media or are we depending on all the social media for those issues?

Anne Fulenwider: I think the role of social media is important because we feel enabled and empowered to do something and they are more able to participate in the conversation and to make a difference.

I’m certainly seeing print media, as far as women’s magazines, doing something related to women’s issues. And I’m seeing this in the advertising campaigns as well; all types of media are paying attention to women and what matters to them, but Marie Claire has been addressing this for all of its life.

Samir Husni: Every editor that comes to a magazine experiences pleasant moments and those that become more of a challenge. When you were first offered the job at Marie Claire; can you tell me the most pleasant thing that happened and also some of the stumbling blocks you encountered?

Anne Fulenwider: When I was first offered the editor’s job at Marie Claire I was ecstatic because it is honestly my favorite magazine, as a reader I can say that. It’s something that I can identify with because of its mix of fashion, beauty, social issues and its journalistic approach as well all of the things that make a women’s magazine great.

The stumbling block for me immediately was that I had only been at my current job, the one I was in at the time, for less than a year. That was really a stumbling block for me because I was enjoying the job that I had and I didn’t think that I had finished it and I had just hired a whole group of women, mostly women, a few men, that I had encouraged to join me in this adventure of evolving that brand, which was Bride’s Magazine.

So, I really had to think about it from that point of view. That being said, timing is never perfect in life and I went home and talked to my husband and he was very helpful. He said, “The head coach job only comes around once in a while and you have to think about the brands where you would really want to be in charge.” And he knew there were really only three or four places that I would want to be head of. In the end, I just had to make the leap.

marie claire sept Samir Husni: We are no longer talking about magazines in our industry; everyone now refers to them as brands, so the magazine becomes one of the many items or products in the brand. How do you view Marie Claire? The magazine has a worldwide presence, of course, but does that really matters for the American audience? What role does this brand now play in the marketplace?

Anne Fulenwider: First I would say that I think the American audience, our reader, is interested in the fact that we have a global presence. I think that the Marie Claire reader does have a global view of the world. I believe that the print magazine will always be one of our core businesses and products. If you hadn’t just spent time with him, I’d try to steal this phrase, but Michael Clinton was just recently interviewed about what he calls print magazines: bricks and mortar businesses.

But our audience is also incredibly engaged on their mobile phones, on the web and on their social media voice. So, I think of print and digital working side by side, complementing each other and all of them being very valuable to our reader because she’s reading the magazine. I love to read magazines too; I crawl into bed and read one after the other in print and then when I’m traveling I read my iPad. And people are the same, so the reader is engaging with the brand in many different ways throughout her day and her life.

But it’s important that the Marie Claire voice, sensibility and point of view is communicated in the appropriate form for each media, so that when we’re speaking to you on Twitter, we’re catering our message to Twitter. When we’re speaking to you on your phone and showing you a Marie Claire story on your phone it has to be short, visual and popping up one after the other.

I believe print will always be central and a major part of the brand, but digital is becoming more and more important.

Samir Husni: Do you ever envision a day where there will be no printed edition of Marie Claire?

Anne Fulenwider: No.

Samir Husni: How about all the brand extensions from print? You have Marie Claire @ Work, Marie Claire @ Play and you’re introducing women to football – NFL…

Anne Fulenwider: (Laughs) I have a new brand extension that we’re introducing in the October issue that is very exciting and another big part of women’s lives. What about the other extensions?

Samir Husni: Any of them spinning off on their own to become separate magazines?

Anne Fulenwider: Yes, I would love that. In fact, there are certain venues, for example, Marie Claire at work, separate booklet, Marie Claire at play, separate booklet or digital editions and absolutely, I would love it if they became more. I really have a great idea for “at work” for example, in which the digital edition of that could be distributed on its own. And we are always innovating, in terms of where we can put our product and where we can put the catered message and the specific sections and spinoffs. So, yes, that is very much a part of our plan.

Samir Husni: You’re a part of a major brand media company, Hearst, and you have two other competitors in the same building: Harper’s Bazaar and Elle. Do you ever feel any sense of competition or jealousy?

Anne Fulenwider: On a personal level, I get along very well with Robbie and Glenda, I see them in the building and I’m always happy to see them at shows. I think they have great magazines. I believe the fashion space is a highly-competitive space and I feel competitive with all the fashion magazines. And certainly, we’re always competing for cover stars. Plus, I’m a very competitive person; I played three varsity sports in high school and I think that’s healthy. I think it’s healthy for the marketplace and helps you make the best product and I think complacency is never good.

I don’t feel more competitive with magazines in the building than I do with others outside of the building. I just have pride in Hearst and what we’re achieving in this space right now.

Samir Husni: Almost with no exception all the fashion magazines in September have seen their largest issues ever; what do you attribute that to?

Anne Fulenwider: Do you mean at Hearst?

Samir Husni: At Hearst and your competitors. InStyle had its largest issue; People StyleWatch had its largest ever…

Anne Fulenwider: I think the fashion industry is very healthy and is enthusiastic about what we’re all doing in magazine media. I believe the fashion designers and companies love to see their beautiful ad campaigns and designs photographed by some of the most fantastic fashion photographers in the world, in the magazines. There is no better place to see those beautiful pictures than in large format print on paper. By the way, I also think it looks fantastic on the iPad in large format digital. We’ve felt greatly supported by our partners and I think they’re doing very well.

Samir Husni: For anyone who doubts the future of print; I carry around the Fashion Box filled with three magazines. It’s 9 lbs. of ink on paper for $13. (Laughs)

Anne Fulenwider: (Laughs) I take two of them home and just lift them up at night, try to do a couple of reps and that’s my workout. (Laughs again)

Samir Husni: You mentioned that when you were at home and in bed, you read in print. Why?

Anne Fulenwider: I’m omnivorous; I love magazines and I love to read. I read The Sunday Times in print as well. But I also read lots on my phone and on my tablet; I read a lot of news on my phone on the way into work when I take the subway. So I do a lot of reading on my phone and on my tablet. But if I’m going to enjoy a magazine right now, for the most part, I read it in print. I read home magazines, fashion and news magazines; I read a lot.

Samir Husni: Other than Marie Claire; what’s a magazine that you feel you can lose yourself in or have an experience with when you’re just sitting and having a glass of wine and enjoying reading?

Anne Fulenwider: The World of Interiors and The Atlantic; two completely different experiences. One is more visual and one is more about the issues that I care about.

Samir Husni: Being the editor-in-chief of a women’s fashion magazine with a lot of social interaction; what advice would you offer someone entering this field? What can you tell them that might prepare them to become the next editor-in-chief?

Anne Fulenwider: That’s a really good question. I think that they should read magazines, of course, if they don’t already. And I’m sure they’re all really adept at social media. They should focus on just exactly what it is they love about whatever it is they’re reading. I love speaking to young people and to students who are still in college and I tell them all to do what they love and to pursue it with ferocity.

To become the next magazine editor, I think that they should maybe do what I did: I worked really hard, kept my head up and looked for opportunities, talked to as many people as possible. They really need to become knowledgeable about the industry, read the business news, read the trades and pay close attention. Try to be as useful as possible to whomever they’re working for.

One of the most important things is to become incredibly adaptable, because this business is changing so fast. Someone asked me the other day, “How has the magazine industry changed since you got to New York?” (Laughs) I said that I didn’t have email at my first job; there were computers, but no email. It’s completely changed over my 20 + years in the industry. And that’s exciting to me, because you always have to embrace change and the velocity in which it changes. You have to be able to innovate and take charge of the future and look forward to change.

Samir Husni: Do you think we’re doing ourselves an injustice by trying to replicate our success in print on digital devices? Or do you think we need to leap toward digital and be even more creative with it?

Anne Fulenwider: We are no longer trying to replicate the print experience on digital devices. The minute the iPad came out or all these digital devices, the trick should have been to see how the reader and the user interacts with them and likes to play with them.

We need to delight and surprise them in the voice, mood and point of view that is Marie Claire. And I always think of Marie Claire as really a point of view, a way of viewing and experiencing the world and seeing the fashion shows or reacting to news about women of the world. So I don’t think about it as just the print magazine and we need to be duplicating that digitally, I think of it as this is Marie Claire and a Marie Claire reaction.

So this can be translated into a game or a photo-shoot; we could take photographs and leak them online; so I certainly don’t think we should just be replicating things. I don’t think, for example, we should just put the contents of our magazine on the website, which we don’t do; we create unique content for the website. The unifying theme is the Marie Claire point of view and the Marie Claire voice and style of images.

Samir Husni: If someone asked you to humanize the magazine; if I gave you a magic wand and you struck Marie Claire and a human being popped out, can you define that person who is going to engage all these women in that conversation?

Anne Fulenwider: It’s me. (Laughs)

Samir Husni: Perfect. (Laughs) So when you look at the magazine industry as a whole, and you’ve seen quite a few changes during your tenure; what do you feel was the biggest mistake the industry committed as we are seeing all these rapid changes?

Anne Fulenwider: I think we as an industry adapted too slowly to the tablet. When a new technology arrives on the scene no one really knows what to make of it at first or how the consumer is going to embrace it. No one really knew Twitter was going to end up being a news delivery system, for example. With the advent of the tablet, we as an industry thought the right move was either to replicate the print product or to add a whole bunch of bells and whistles that readers were not necessarily interested in.

But, we know now that that’s not the right tactic—it’s not how people want to interact with a tablet. Mostly, they want to watch TV shows and play games. The answer for every platform we publish on is to create a product that suits the medium. For mobile we have to create a product that fits with our reader’s behavior there.

Samir Husni: My typical last question; what keeps you up at night?

Anne Fulenwider: Honestly? I have always been a very good sleeper, but sometimes we have a feature in the magazine about women’s issues, such as women in refugee camps, I don’t want to get too heavy here, but a feature that bothers me and I’ll think, we’re doing a story on that, but what else can we do.

But really what keeps me up at night is this flash I sometimes get in the middle of the night that I’ve forgotten to a write thank you note to a designer for sending me flowers or I’ve forgotten to sign my son up for karate; it’s really about the keeping-the-whole-life-together type of thing. It’s more about the full, busy life and less about the real things I should probably be worried about.

Samir Husni: Thank you.

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Time Inc. Is “Ripping” Away The Past And Getting Ready For The Next 100 Years. An Exclusive Mr. Magazine™ One-Hour Conversation With Joe Ripp, CEO and Chairman, Time Inc.

September 12, 2014

“I’ve been very clear; I think print is around for the next 25 years. Print will be around for a long time. It’s in a slow decline. There’s always going to be room for someone to sit down with a magazine on a cozy afternoon and read a great magazine. That is always going to go on.” Joe Ripp

The first book I read when I arrived in the United States in 1978, as a graduate student, was Time Inc.: The Intimate History of a Publishing Enterprise by Robert T. Elson. Joe Ripp, current CEO of Time Inc. is reading the same book now. Not that he needs to, but it is a very good refresher history into the ins and outs of a company that was, is and always will be more than “just a magazine company.”

Joe Ripp – CEO & Chairman of the company, returned in September 2013. Joe started with Time Inc. in 1985 and spent many years involved in the digital aspects of the company, along with advertising and publishing. Mr. Ripp is quick to remind you that Henry Luce has created much more than magazines. From newsletters to newsreels, Luce used all the media platforms available to dispense the different content that was created by the folks at Time Inc.

So when people mention to Joe Ripp that Henry Luce would be turning in his grave with all the changes Time Inc. is making today, Mr. Ripp is quick to answer that Luce would be turning in his grave if we were not engaged in all these changes. “After all, Henry Luce was a multi-platform person himself and we ought to be.”

Samir Husni and Joe Ripp I reached out to Mr. Ripp on a recent trip to New York City and over a one hour conversation in his new executive office on the second floor of the Time-Life building (the former private dinning room for Anne Moore, Time Inc.’s former CEO) we discussed the power of the Time Inc. brand, the role of the Internet in today’s publishing world and where the future of the brand is heading for the next 100 years. His answers were open, honest and very informative. A man who believes the audience and how they want to consume their content always comes first; Joe Ripp knows Time Inc. and that audience just like a childhood friend. The bond between the man and the magazine is palpable.

So before you take some “time” to sit back and enjoy the Mr. Magazine™ one-hour conversation with Joe Ripp, click on the video below to watch the Mr. Magazine™ Minute with Joe Ripp and hear what the CEO of Time Inc. has to say about the many false perceptions surrounding the company.



Now for the sound-bites…

On how he plans to utilize the power of the brand to achieve even more success today and in the future: I come at it with a fundamental belief that there is real value in brands. Brands have always driven consumer interest, consumer affection; consumer purchasing power is created with brands, because brands convey to us a sense of trust, a sense of quality in what they are.

On why the publishing world didn’t follow the same business model as cable TV when it came to the Internet:
I have no idea why. I know that when the Internet first came out there were a lot of people dismissing it, a lot of people saying that it wasn’t going to work; some people called it a Black Hole, as I recall.

On Sports Illustrated’s continued success and creativeness:
They’ve been very inventive in thinking how else can I get high quality content and information to consumers of sports and maybe that’s the brand.

On whether mobile technology will be the future of the brand:
I don’t see mobile as the future, because it has its own problems, but I think there is more and more people who are going to access mobile and if you create the kind of great, quality content that people are looking to consume on mobile, they’ll come back to you and your brand.

joseph_ripp On whether today’s editors and publishers in the media world understand the value of data:
I would think that most of them don’t. I came from the big data industry, so I understand what’s going on with big data and I understand how data is really changing the way B to B sales work.

On millennials not getting their important content from the web: Right, because there is so much silliness on the web. The world is collectively wasting its time, people sharing just a bunch of things. But the reality is there is also important information that we produce and we think we’ve got great, quality content.

On whether Time Inc.’s print editions will ever disappear forever:
I’ve been very clear; I think print is around for the next 25 years. Print will be around for a long time. It’s in a slow decline.

On the role book-a-zines play in Time Inc.’s present and future:
Book-a-zines are very, very topical, they’re very high-priced as you know, and they’re very profitable for every publisher that does them with us.

On the most pleasant surprise he faced when he came back to the company:
The most pleasant surprise that faced me when I came back? That I’ve still got a great company, with great people, the talent is still here, that the enthusiasm for this company is stronger than ever.

On his biggest stumbling block:
The biggest stumbling block, quite frankly, is just can we change fast enough? I don’t think we’re moving fast enough. I’m impatient on that.

On what keeps him up at night:
The reality is that I work very, very hard and think about where this company is going. You worry about if you can move it fast enough with the decline so that the investors will leave the cash.

And now the lightly edited transcript of the Mr. Magazine™ conversation with Joe Ripp, CEO & Chairman, Time Inc.


Samir Husni: In a few years you’ll be celebrating 100 years of Time Inc. As you get ready to celebrate this momentous milestone, you have brands, they were magazines, but now they’re brands; how are you going to utilize the power of these brands to achieve even more success?

Joe Ripp: I come at it with a fundamental belief that there is real value in brands. Brands have always driven consumer interest, consumer affection; consumer purchasing power is created with brands, because brands convey to us a sense of trust, a sense of quality in what they are. And Time Inc.’s brands have always stood for quality, for trust, for respected journalism, for incredible information; whatever it is, our brands have stood for that. That’s why we can get $115 a year for People magazine, because it’s a good magazine with really good quality content.

I think what you’re going to see moving forward are those brands manifesting themselves in other places. When I came back to Time Inc., I was talking to Jeff Bewkes and he asked me: what do you think the company missed, this is before I even knew he was talking to me about a job. I told him when I left Time Inc. 14 years ago, the magazine had this ad campaign on the air, and it was very effective. It said: join the conversation, Time Magazine. When I was down at AOL a new technology was deployed for the first time in the history of the human race; the human race could now actually have a conversation about every topic they want to talk about and they could find groups of people who wanted to talk about that same topic.

Time Inc. didn’t join the conversation. It was still printed pages pushing out the opinions of its editors and it didn’t engage in a conversation with those audiences who now wanted to really talk about all those things that the magazine was covering. And had the magazine simply understood what it was, a subject matter expert that really had important things to say in that conversation and had embraced that conversation more readily, it probably would have been a lot more successful. But because of the AOL merger, because of Turner, because of a lot of things, Time Inc. was told no, don’t join the conversation, you’re still editors pushing things out.

And I think that’s the change; that’s the only thing the company missed and it’s not too late for that. We’ve been able to demonstrate when we started thinking about the conversation, for example, Time.com is doing very well right now. I had a group of millennials here, around 150 of them we had for interns, and some of them said, “My favorite website has become Time.com.” And they weren’t sucking up to me, it was private conversations. They just wanted me to know it had become their favorite.

There is no reason in the world why Time with its brilliant content can’t reach audiences in the way they want to consume their content. We just haven’t tried as hard as we should have in the past, because we had this sense that we were editors pushing out this one-sided conversation. That’s changed now. We’re now embracing those audiences and going after those crowds and making sure we’re a part of the dialogue going on out there.

When Rick (Stengel) put on the cover of Time Magazine Jamie Lynne Grumet breast-feeding her child, there were probably a billion conversations around the world about that cover, it was one of the most widely reported covers that we’ve ever done and I think it was on every TV show that week, every news program, but none of that conversation came back to us, because we didn’t have the technology or the outreach, but it fueled massive amounts of social conversation and sharing; yet none of it came back to us. Why? Why would we let that happen?

Samir Husni: If that cover had been digital-only; do you think it would have generated as much buzz?

Joe Ripp: No, if it wasn’t TIME Magazine it wouldn’t have generated that much buzz. If it would have been Gawker or BuzzFeed, any of those other guys out there, it wouldn’t have generated that kind of controversy. It was Time Magazine and the respect that the brand has that allowed it to generate that kind of controversy and covered that subject in an important way. It was the brand that created that.

Samir Husni: So what went wrong? When I look back into the history of Time Inc., you founded HBO…

Joe Ripp: When I first started, we put the money into it, $20 million.

Samir Husni: And you went to the utility companies and said, “You wire this home, they’ll pay you $9 and we’ll split the money.” Why didn’t we follow the same model with the Internet?

Joe Ripp: I have no idea why. I know that when the Internet first came out there were a lot of people dismissing it, a lot of people saying that it wasn’t going to work; some people called it a Black Hole, as I recall. (Laughs)

The reality is that the Internet fundamentally changed the way we all consume content and get information. It may fundamentally change the way democracy works in the future, who knows? None of us know if the Internet is a good thing. The founding fathers created the Senate and the House. The Senate was supposed to protect us from crowds, so the crowds couldn’t do all the nutty things that crowds sometimes do. Well the nuts can all find themselves on the Internet. So the Internet can be a very powerful force for good, like in education, because it brings the world’s libraries to the rest of the world, but it can also be a very powerful force for evil, because all the nuts can find each other. So I don’t think the story of the Internet has been written yet.

But I do think that Time Inc. can play a very active role in the Internet with the digitization of assets and content and our ability to reach consumers. We have right now 83 million unique’s and it’s going up rapidly. We’re redoing all of our websites. When I came in, quite frankly, all of the websites were pretty awful. They didn’t have a lot of video content. You couldn’t share or comment on the stories; you couldn’t do all of the things that you’re supposed to be able to do.

You look at our iPad edition; what is it? It’s a PDF version of our magazine. Why would you take that device with all of its wonderful features and technology and do a PDF version?

So if you got TIME Magazine right now, I think you’d see a lot more singing and dancing and a lot more video on the iPad edition. What we’re trying to do is utilize the devices, utilize the way people want to consume our content and reach them and it’s one of the reasons we have a big video initiative going one. We’re producing thousands and thousands of videos now in this organization and that’s going to go up even more dramatically next year because video is an important component of the way we tell stories and people want to consume video. They want to see it on their phones and sit at the airport and watch them.

Samir Husni: In your interview last week, you mentioned that you want the company to look at SI as the guiding light of the video…

Joe Ripp: I wouldn’t call them the guiding light because then they’ll get their heads too expanded. (Laughs) What I want to look at them and say is I wish more of my company was like you, because they’ve been in a scrappy, competitive environment for years with ESPN. Sports are all over television, it’s one of the biggest things on television. Advertisers love it because it’s safe, reliable content; you don’t have to worry about anything when you advertise on an NFL football game. And I think it’s a great opportunity for growth. SI, because they’ve been scrappy, has done a lot of work creating new products and services, newsletters, new websites; the SI Swimsuit Issue has become a major business by itself; they’re doing an awful lot to promote the brand and expand the audience that they’re reaching. You know, we just got into FanNation and we did the 120 sports deal with the leagues, created two minutes of sports clips, about 8 hours a day of that and it was distributed on cell phones.

They’ve been very inventive in thinking how else can I get high quality content and information to consumers of sports and maybe that’s the brand. Extra mustard goes out and you don’t really know that’s SI, it’s just a newsletter. Then MMQB from Peter King, which is a newsletter that goes out from him, very widely read. What we’re doing is saying we’ve got this great content, how else can we find audiences for it, how else can we distribute it and advertisers are willing to promote it with us.

Samir Husni: One thing I’ve always said is we have two competitors out there: time (not the magazine) and attention span. And when we read and see that 50% of people in Europe, and I just saw the statistics today, access the web through their mobile phones and cell phones, rather than the desktops or laptops; do you think the future of the brand is going to be in mobile technology?

Joe Ripp: I think it’s a problem for everyone, because people are asking, how can I track it; the amount of tracking going on right now is enormous. Everybody is tracking everyone’s behaviors, but on the mobile market it makes it a lot harder to track behaviors and the results of advertising.

In addition, you have to be a lot more creative about it, because how many times have you looked at an ad on your mobile phone? Not so often, right? So you have to be more creative. I don’t see mobile as the future, because it has its own problems, but I think there is more and more people who are going to access mobile and if you create the kind of great, quality content that people are looking to consume on mobile, they’ll come back to your brand on websites, on printed editions, newsletters and whatever else.

I think mobile becomes just another form of distribution, but what people haven’t developed yet is what’s the real monetization formula for mobile. That’s a little harder; because advertisers can’t get the specific kind of information they think they’re getting at websites.

The reality is that we’re working very hard right now to find a chief data officer, because I believe that we have this huge data base, we track 150 million U.S. adults, we have billions of interactions a year with people; there’s a way for us to monetize that in ways that others have. One of the reasons that Facebook is doing so well is because of the data that they provide back to advertisers. I think that data can be an important component of what we can help advertisers to see: that we can be just as effective for them, so I think you’ll see a lot more of that coming.

And mobile can be data-sourced, data-collection efforts, so you can understand what’s going on. There are ways that once you tag people, if you tag it right, you can get a sense of generally where a person went, here or there, so you can get a lot more information for advertisers.

Samir Husni: Do you think our current crop of editors and publishers in the magazine industry as a whole, not necessarily just at Time Inc., have an understanding of how valuable that data is?

Joe Ripp: I would think that most of them don’t. I came from the big data industry, so I understand what’s going on with big data and I understand how data is really changing the way B to B sales work. It’s certainly changing the way B to C sales is working. And I think there’s a huge opportunity for us in the data play.

Part of the problem that we have is we’re considered non-measured media. The reality is most of the stuff being measured is silliness. There’s a lot of click-fraud going on. I call it click-bait, but there’s another term that people call it. We write a catchy headline and it doesn’t mean anything, billions of people show up to look at the headline and that’s all they do, they show the headline. They’re not really engaging in the content, not really looking and there’s seems to be, as I was quoted at the last conference, there seems to be a bubble going on, there’s a traffic bubble. There’s an evaluation bubble in traffic. Suddenly, anyone who has traffic seems to be worth hundreds of millions of dollars, even if they haven’t figured out to monetize it yet.

And there is a lot of traffic being generated by creating traffic traps that look at this and you’ll share it and throw it around ten times; you didn’t do anything with it.

The reality is that we’ve got really good content to engage in. I think we’ve got really good opportunities to engage people more wisely and I think that at the end of the day good content will prevail. I certainly hope that our kids don’t get raised on 10 ways to feed your gerbil. There’s a real opportunity to give them good quality content and information about serious issues, because there are serious issues in this world. And there’s a place for serious dialogue, for good, quality entertainment, for great information about how-to and there’s a place for that.

Samir Husni: There was a study just released this morning by the Pew Research Institute about millennials aged 16-28. One of the things that they discovered is that a big chunk of that age group spends a lot of their time on digital devices, but a hefty number of them said if they really need something serious or important they don’t find it on the Internet. And this was a higher number than our generation.

Joe Ripp: Right, because there is so much silliness on the web. The world is collectively wasting its time, people sharing just a bunch of things. But the reality is there is also important information that we produce and we think we’ve got great, quality content. I firmly believe that there is a role for quality journalism, for quality content and quality information going forward and will be forevermore.

Where it’s distributed, what form it takes, how people consume it; that will all change and it’s morphing over time. I began my career when HBO started out and we all got five channels for free; now look at what we have. Look at the transformation that will occur in cable going forward. What’s going on with the cable mergers? They’re all deathly afraid of over-the-top video. They’re realizing that cable companies created these pipes into the home that they can’t control anymore.

In the beginning when it all rolled out, if you remember, these full-service networks; the cable guys all thought they’d control that. That they would be in charge and everyone would pay a toll to come over that. The Internet said no, no, no, that’s free. Now the cable guy has this pipe into the home and it’s actually dislocating them, because fewer millennials are getting cable television. Fewer of them are watching television on TV, they’re watching it over-the-top with Netflix and Amazon Extend Video and some of the stuff that we’re producing and will produce going forward.

So that whole eco-system of cable is changing and that’s why you’ve got these marketers going on, because people are all looking at the morphing technology like over-the-top video. I look at it and say that it’s pretty exciting for us.

It used to be if I tried to get a cable channel going, I’d have to pay a couple hundred million dollars to some cable guys to allow me to get one station for them. Now, quite frankly, I can create all sorts of channels and content that gets distributed to consumers and I don’t have to pay anybody any toll. And that’s kind of an interesting opportunity for us. Those days have changed. It used to be that the cable guys were in charge of video distribution, they’ve lost that. Over-the-top video is now the next rage, everyone is talking about it.

Samir Husni: A lot of my students they wait until the end of the season…

Joe Ripp: And then they watch it all at once.

Samir Husni: Yes, all at once.

Joe Ripp: They can watch the entire season in a day.

Samir Husni: Yes.

Joe Ripp: That’s very common right now. And that’s actually troubling the Comcast’s of the world and the other cable companies. They’re looking at this and asking what does all of this mean? In part, the merger. If you look at some of the disclosures of the cable companies, none of their disconnects have gone down. They’re still seeing disconnects, because the millennials aren’t getting cable. They’re getting a broadband connection and they’re calling it a day. They’re getting Hulu, Netflix or whatever they want, whenever they want to watch it and they’re binge-watching. So they’re very, very different and we’re all trying to adjust to this. This is the first time we’ve ever really had a true digital generation becoming adults. And they’re going to change the way they do everything and a lot that goes on in the world. The way they think, act, share, talk; they’re just different.

Samir Husni: Yet, they still love magazines, as is evident by your newest magazines that were launched in the last 20 years, InStyle, People StyleWatch or Real Simple; these magazines are still printing their biggest issues ever.

Joe Ripp: Yes, InStyle just did over 700 pages.

Samir Husni: Exactly. And I know that People is really the cash cow of the company; will we ever see those print editions disappear completely, including InStyle?

Joe Ripp: I’ve been very clear; I think print is around for the next 25 years. Print will be around for a long time. It’s in a slow decline. There’s always going to be room for someone to sit down with a magazine on a cozy afternoon and read a great magazine. That is always going to go on.

But print is in a slow decline and will continue to shrink. And I believe that is going to happen. And even if it doesn’t; I still have to plan for that. As I’ve said, I’m going to plan for it anyway, because I think for too long people were saying that that wasn’t going to happen; we’ll find a way to turn it around. I say that we’re going to do everything that we can to stabilize those trends; we’ll invest in our core businesses to stabilize them and make sure they decline at the slowest rate possible, but I have to believe as an organization that we’ve got to focus on the fact that it is going to continue.

And if we do that; we’ll plan for that future and not deny it. But if it does plateau out a little bit, that’s fine too. Because then we’ll be in much better shape. But I have to keep making sure that this organization says, yes, that will change. Therefore let’s get into more digital, more video, more experiential; let’s think about new digital magazines we can launch, new ways of reaching consumers, more newsletters, etc. How else can we reach consumers.

Samir Husni: What role do the book-a-zines play? Time Inc. has around seven book-a-zines per week. You’re doing it for National Geographic, the American Bible Society; you’re doing it for your own brands.

Joe Ripp: We have a lot of other publishers too talking to us about doing more of it, so it’s actually doing quite well. Book-a-zines are very, very topical, they’re very high-priced as you know, and they’re very profitable for every publisher that does them with us. We have 280,000 pockets in supermarkets and newsstands around the United States where we sell book-a-zines. They’re highly profitable for the retailers and they’re highly profitable for the publishers. And as you can see; we can turn them out on a dime.

When Robin Williams killed himself, we had no advance warning of that. We had three book-a-zines out in 3 or 4 days, in the marketplace and on the shelves. We can turn that out pretty quickly because we have really good people who can do that. They have the distribution vehicles to get it out there.

Samir Husni: The problems on the newsstand did not impact that?

Joe Ripp: No, that’s a great, growing strong business for us. And that business continues to prosper.

Samir Husni: Even after we lost Source Interlink and others?

Joe Ripp: We’re actually back up now to 100% distribution since Source Interlink; we’ve recovered fully from that. When that whole thing happened we went into action really quickly and we’re fully recovered as far as we can tell.

Samir Husni: What’s the next big thing from Time Inc.?

Joe Ripp: If I told you that, I’d have to kill you. (Laughs)

Samir Husni: I won’t ask you why you don’t take the company private…

Joe Ripp: I don’t plan on taking the company private. I think that we’re just finding the public markets. We’ve got a great stable base of shareholders, people who are very interested in the story, who we are talking to very, very publicly and often about where we’re going and what we’re raising. I’m very happy with the capital structure we have; we’re not debt-laden. If you look at what we came out with, $185 million cash, 1.4 in debt and the cash will be up even further by the time you get to the third quarter. We’re in a pretty good position.

But I think that we’re in a great position; I wanted to make sure that we had the right capital structure. If I go private I’ve got to borrow out the wazoo. Lever the company up strongly and then the company loses its ability to grow.

Because a private equity transaction is usually not, for the company this size, about the best thing; it’s about stripping it and taking the values out and monetizing. They all want to get in and out in five years. So, you could have done that transaction with Time Inc. and you could have probably made a lot of money, stripped into little pieces.

The reality is this company needed to be saved and I came back to do that, not strip it. And I think by investing in this company we’re going to find the right way to grow the business and to employ the resources that it generates. It has rich cash flow; I have access to every CMO in America, I have a data base of 150 million U.S. individuals, I’ve got one of the best direct marketing operations in the United States, I have 2000 of the best content producers in the States and I have incredible brands, many of which have been around for over forty years, with one for 165 years. And I have a great company; why can’t I do things with that? Stripping that and layering that up with debt is not a good idea.

One of the things I was very focused on when I came back was making sure that we did not get burdened by debt on the way out the door, because I did not want to operate in that company. Once you start tripping over covenants, you lose your ability to invest in your future, because you’re always paying the piper.

Samir Husni: What was the most pleasant surprise that faced you when you came back?

Joe Ripp: The most pleasant surprise that faced me when I came back? That I’ve still got a great company, with great people, the talent is still here, that the enthusiasm for this company is stronger than ever. I have more people talking to me about how great Time Inc. is and that it needs to be saved. People respect and love the brand more and more and come up to me and say I love People or TIME or I’m a Fortune person.

The passion that we generate among the people who know us is incredible. So the most pleasant thing, despite all the years of being beat up and under-invested in and stripped of its cash; you’ve got a company that everyone still loves. And everyone wants to be successful. That’s been actually the most surprising part.

Samir Husni: And the biggest stumbling block?

Joe Ripp: The biggest stumbling block, quite frankly, is just can we change fast enough? I don’t think we’re moving fast enough. I’m impatient on that. And yet, when I look back everyone tells me that we’ve made a whole lot of changes in a year. But it’s just not fast enough. We have to keep on going and stop clinging to the past and wishing that it was like it was before. I wish it was like it was. When I left here we were having a great run. We had 8 straight years of solid growth. So I wish it was like that again too, but it’s not. So what? So what, it’s not.

The reality is I’m impatient about the pace of change and I think that impatience is what’s making us grow faster. And what I really want is to encourage my own organization; if I can teach a $3.4 million operation to think like a start-up, to have the paranoia of a start-up, to have the paranoia of a private equity shop, trying to figure out the value; we’d be in great shape.

Everyone is thinking about how do we grow, what can we do, what new ideas do we have…the problem right now is I probably have more great ideas than I have the time or the people to do them. But I’d rather have that problem, whereas before people did tell me, you should just leave that thing, you probably can’t grow it, and so you should just leave it.

Samir Husni: I hear that people are just waiting in the wings to see if Joe Ripp is going to sell the Southern Progress part or when is he going to sell Sunset so they can jump in and buy it.

Joe Ripp: They’ll be waiting for a while. (Laughs) Everyone is thinking about what pieces they want; they all want to carve out my empire. It’s what I’ve always said, and others warn me that I shouldn’t say this; if someone asked would you ever sell Southern Progress? I always said if someone walks in with a billion dollar check, it’s theirs. No problem, I will sell it.

When I was the CFO of Time Inc. and Time Warner, I asked the question every year in our budget meetings; are you worth more to someone else than you are to me? And if so, why? And if so, what would they do that I can’t do? And why aren’t we doing it?

And if it turned out that we really can’t do it, you really are worth a lot more to someone else; I should probably sell you to them, because we should be generating value. We should be generating value, because if we do we’ll get the funds to invest and create more value, create new businesses.

My biggest problem right now is I’m a brand new entrant into the marketplace; we’ve only been out a couple of months; Wall Street has been behind us, we’ve raised over $4 billion in cash, between debt and equity, it’s all there, but they’re saying where are you going with this business. Can you generate returns for me? If I don’t generate returns for them, people will say, oh, that’s pandering to Wall Street; I don’t own this company, the shareholders do. And if we don’t generate good returns for them, that they get excited about our growth prospects, they’re going to want their money back. So they’re going to say to me, you know all that cash flow you got. The $300 million cash flow that you have at the end of the year? I want that back. I want bigger dividends and buy-backs; I don’t want you to have it, because you don’t seem to know what to do with it.

I have to find a way to reinvest in this business. It’s been starved for cash for years. I think it has great opportunity for growth and the only way I get to keep their money is by proving to them that this management team, this company is wise enough to invest it and provide growth that they will get excited about. That’s how I get the money and that’s how capitalism works. I know that very clearly and I have to demonstrate very clearly what I can do with it. And if I can do that, then I get to keep the cash to invest back into this company.

Samir Husni: I love what you said once, “Show me a single person who would not like to work for Time Inc.”…

Joe Ripp: You know when I became the CEO some people called me up and said, “Why did you do that? That’s crazy.” And I said, really; it’s crazy to be the CEO of Time Inc.? It’s the greatest honor of my life. This is a great company and it has really defined my life. It’s one of the best institutions that I can imagine in journalism and in media. Look what it did; it created cable television. It used to be you couldn’t do anything in Pennsylvania because the mountain got in the way. When it launched HBO, cable television became an entertainment medium and then we wired the country as a result of that.

Before cable became entertainment it was just something for signals. This company has done incredibly great things and it has the opportunity to keep doing that.

I think it’s a great company and it needs to be successful. And I think that we have the greatest shot in the industry to pull it off. It’s just a matter of how fast you can get ahead of the secular trends. And it’s a fun job. Trying to sort through this problem, it’s complicated and there have been lots of opinions, as I’m sure, you’ve read in the press. (Laughs) Lots of opinions of what we’re doing right or wrong. But quite frankly, I’ve just learned not to listen to those things, because if I’m trying to do the right thing; I don’t really care what a couple of pundits on the side have to say. We have got to make the right decisions and we have got to find a way to make this company great again. And we’re going to do that, we’re going to make some changes and as I keep telling everyone, if we make a mistake, we’ll do the other thing. Just stop worrying about the mistakes. The company, I think, was paralyzed by: it may not work. Who cares? It definitely will not work if you don’t try.

Samir Husni: My typical last question; what keeps you up at night?

Joe Ripp: I sleep very well. I think about this company; I come in every morning on most days between 6:00 a.m. and 7. I try not to do dinners because I’m too fat. (Laughs)

The reality is that I work very, very hard and think about where this company is going. You worry about if you can move it fast enough with the decline so that the investors will leave the cash. And that’s what I’ve been working toward; trying to make sure the capital structure is right, trying to make sure the investment base is correct, make sure that we’re talking to them correctly, because I have to make sure that the investment base goes along with us. I don’t own this company, the investors do.

We have to make sure that we’re generating the right kind of story and we’re attracting the right kind of talent to make it work, so far, so good. But we’re only one year into the marriage, right? We’re attracting really great talent; we just brought in Mark Ellis, who was practically the head of sales for Yahoo. He was really a great hire for us.

We just brought in a new editor for Fortune magazine and its doing great. We’ve got really good people saying, “There is something going on and I’d like to work there.” And the more we can bring in great talent with different kinds of experiences, who can contribute to what we’re doing and believe in our brands and what we can do, then we should be just fine.

Samir Husni: Thank you.

h1

A Different Kind of Storytelling: Dan Brewster’s New Adventure From Magazine Publishing to DARA’s World of Ecommerce, Global Artisans and Digital Dreams. The Mr. Magazine™ Interview

September 9, 2014

“The business model for what we’re doing is not entirely dissimilar from the magazine business model except we’re doing ecommerce instead of selling advertising. Customer acquisition, customer conversion rate and average order value are going to be the three critical leverage points on the revenue side.” Dan Brewster

With a background steeped in magazines and magazine publishing, Dan Brewster is certainly no stranger to storytelling and content. Having been the president-CEO of Gruner & Jahr USA Publishing and publishing president of American Express Publishing Corporation, the man knows a thing or two about what it takes to put out a product and make it work.

DARA His newest venture, a website called DARA Artisans, dedicated to sharing the handmade work of incredible craftspeople worldwide, is beautifully done and connects artisans with a global marketplace where their work can be appreciated and sold throughout the world. The website’s name comes from his lovely wife, Dara, co-founder of the site, and coincidentally translates globally into many different words that reflect the project’s deeper mission: preserving ancestral designs and crafts that can enrich today’s world as well as mirror generations of art before they’re lost to time.

I recently spoke with Dan about this artfully done and very well-received website and about his thoughts and opinions on the magazine media world in general. The conversation was rich with thoughtful insights and lighthearted banter.

So, sit back and enjoy the Mr. Magazine™ conversation with Dan Brewster and be prepared to be enlightened and entertained.

But first the sound-bites…

dan brewster


On switching from one type of storytelling in the magazine world to the art of DARA:
I decided to embark on a new course when the light bulb went off in my head and it was something that combined my passion for storytelling, travel and for wonderfully handmade goods from around the world. That was the evolution.

On where the name came from:
DARA is coincidentally my wife’s name. And we did retain a branding agency to develop alternatives and they said we can’t come up with a better name.

On whether DARA will ever morph into a print product:
It’s a possibility. We’re certainly going to look at multi-platforms, which I think is probably the future for most brands.

On his major stumbling block with the new venture:
Customer acquisition, customer conversion rate and average order value are going to be the three critical leverage points on the revenue side.

On how he plans to overcome that stumbling block:
We’ve taken pages out of many case studies. We began developing our social media platform several months ago. We now have unique visitors from over 100 countries.

On whether the timing of the website’s launch was good or bad:
You know, I really don’t make judgments according to timing, never have. Certainly the investment philosophy of our business helped.

On how he would grade the magazine industry as a whole today:
Well, I don’t know how to grade it. I think that the magazine model for the future is going to have to be multi-platform.

On where he sees DARA three years from now:
Three years from now; I can send you the executive summary of our business plan, but I see us actively involved with 500 or more artisans from around the world.

On what keeps him up at night:
Well, I did anticipate that you might ask that. (Laughs) What keeps me up at night is my obligation to the constituencies that I serve.

And now the lightly edited transcript of the Mr. Magazine™ conversation with Dan Brewster, Founder, DARA Artisans…

Samir Husni: Tell me a little bit about this move from one type of storytelling and publishing to another type.

Dan Brewster: Certainly the essence of what I’ve done most of my business life is storytelling. And after I left the magazine publishing business I ran a small privately-held investment firm that I had started a number of years earlier. And I just got less and less interested in that business. Even though several people had come to me, including private equity firms with the opportunity to reenter the publishing business, the change was so imminent and the future so unclear that I didn’t want to take that step.

I remember having a long conversation with Rob Garrett, who ran an investment firm, and he asked me to try and peer into the future of media and I said, Rob, it’s going to be the intersection of data and content. And how that’s going to manifest itself exactly, I don’t know. But I wrote a paper about it back in 2003. And we had done data regression modeling at American Express going back to 1993.

So, I decided to embark on a new course when the light bulb went off in my head and it was something that combined my passion for storytelling, travel and for wonderfully handmade goods from around the world. That was the evolution.

Samir Husni: And where did the name DARA come from?

Dan Brewster: Well, DARA is coincidentally my wife’s name. And we did retain a branding agency to develop alternatives and they said we can’t come up with a better name because interestingly DARA translates into Khmer, Gaelic, Arabic, Hebrew and a number of other languages and typically means strength, hope, wisdom, integrity; all the things that we wanted to express in this adventure.

Samir Husni: Although it may seem quite a departure from publishing and magazines, looking at the website and the ideas and stories on it, somehow it feels as though you’re flipping through the pages of an actual magazine. Are we going to see a Dara in print?

Dan Brewster: It’s a possibility. We’re certainly going to look at multi-platforms, which I think is probably the future for most brands. And we began this with the intention of creating a magazine-like feel, combined with ecommerce. And that was very deliberate. In fact, our graphic designer, who had worked with me at American Express and Travel+Leisure back in the 90s, had run a studio in Venice for 11 years. I called her and five days later she was here and she hasn’t missed a day of work since. And that’s been over a year ago. We really wanted to create that sensibility, the mix of content, commerce and community.

Samir Husni: And what do you think is going to be your major stumbling block?

Dan Brewster: The business model for what we’re doing is not entirely dissimilar from the magazine business model except we’re doing ecommerce instead of selling advertising. Customer acquisition, customer conversion rate and average order value are going to be the three critical leverage points on the revenue side.

Samir Husni: How do you plan to overcome that?

Dan Brewster: We’ve taken pages out of many case studies. We began developing our social media platform several months ago. We now have unique visitors from over 100 countries. We have a dedicated staff sending our messages out through email newsletters, Facebook, Twitter, Tumblr, Pinterest and we have also talked to Carolyn Everson, who is the chief revenue officer at Facebook about using their analytics, as well as Google analytics, to find look-a-likes and as soon as we have a sufficient customer base we will have our own in-house regression modeling capabilities.

IMG_2034bw_939c500a-a670-417e-9cb8-c2913ccef799 Samir Husni: Let me shift gears just a little bit; I looked at the website and its offerings and what really grabbed my attention is your picture with your wife in front of the Aleppo Castle. And your story, what you wrote about it; it was right before the so called Arab spring. As our global village becomes closer and closer, instead of hearing good news, we’re hearing more and more bad news. So do you think it’s the best of times or the worst of times to launch DARA?
(Picture above: Dara and Dan Brewster in Aleppo with Adam (left), a Syrian artisan, before the war broke out. Reposted with permission from DARA’s website).

Dan Brewster: You know, I really don’t make judgments according to timing, never have. Certainly the investment philosophy of our business helped. We never attempted to time the markets; it’s an unusually perilous exercise. (Laughs) It’s something that no one can forecast. Fortune Magazine I believe was launched shortly after The Depression, if not during. Very, very difficult to make any judgments on that basis, certainly it’s the best of times in terms of technology evolving.


Samir Husni: I know you mentioned that you don’t want to get involved in the publishing industry again, but will we ever see Dan Brewster back in magazine media ventures?

Dan Brewster: What I was trying to say earlier is that at the time when I left Gruner+Jahr, I didn’t want to run another strictly publishing business. But do I believe that Dara can migrate into various print vehicles, a magazine being one option? Probably, with controlled circulation and a catalog would be another option.

Samir Husni: As an outsider now with all the experience, having been there and done that; if someone asked you to give a report card on the magazine media today, what grade would we get? A, B, C, D or is it an F?

Dan Brewster: Well, I don’t know how to grade it. When I was chair of the MPA in the 90s, I remember giving a speech saying that we’ve seen fairly steady quarterly profit growth at every major magazine publisher for about a decade now and what we’re overlooking is that growth has come from increased advertising revenue and spending. But if you look at the consumer economics, they have loaded over that period of time. The cost of acquiring a subscriber has gone up even though our ability to identify prospects has improved. And we’re at an artificially low price point for our revenues to drive advertising volume, and newsstand is dissipating. This is going to become a problem the moment we hit an advertising recession, we’re going to get caught in a whipsaw where the consumer economics are going to rapidly erode and the advertising revenue will follow. And that has certainly turned out to be the case.

So, I think that the pure magazine publishing model with very few exceptions, highly-targeted special interest magazines, controlled circulation luxury magazines and some other exceptions, enthusiast publications is certainly an exception; I think that the magazine model for the future is going to have to be multi-platform.

Samir Husni: If you look at the speeches and the talks from the 90s, everybody was forecasting something similar to what happened in 2008, once the economy collapsed everyone was saying that we need to be more consumer-centric. Do you think it happened or do you see that the magazine publishing model in the United States is still not consumer-centric, but rather advertising-centric today in 2014?

Dan Brewster: Well, if I go back to the early 80s I recall an editor at TIME magazine saying, we don’t edit the magazine for what people want to know, we edit the magazine for what they should know. And TIME magazine’s profits went steadily down. (Laughs) I think that we need to be much more responsive to consumer needs and tastes. The 80s and early 90s philosophy of cramming circulation down people’s throats in order to collect advertising revenue is obviously not a model that’s going to continue working.

And by consumer-sensitive, I think that one of the things that the technology age has given us is the adaptability to identify customer prospects much better than before and to deliver to them much more precisely exactly what they want.

Samir Husni: Where do you see DARA three years from now?

Dan Brewster: Three years from now; I can send you the executive summary of our business plan, but I see us actively involved with 500 or more artisans from around the world. I see the business model beginning to shift from our taking inventory in order to control the brand to one where we have relationships that enable artisans to drop ship from various parts of the globe. I envision the brand as being a very strong brand with multiple platforms, possibly including even retail.

We are going to be the most effective consumer-direct, high-end product company out there.

Samir Husni: Just drawing on your rich background in magazines and media publishing and all the other business models you’ve worked with; is there anything that if you had the opportunity to redo or not do you can identify?

Dan Brewster: Of course I can, but I prefer not to. (Laughs)

Samir Husni: My typical last question; what keeps you up at night?

Dan Brewster: Well, I did anticipate that you might ask that. (Laughs) What keeps me up at night is my obligation to the constituencies that I serve and those constituencies are my investors and future investors, our staff, which is extraordinarily talented and committed to this project for both its likely business success, but also the sense of purpose that’s associated with it. And to the world of artisans who are carrying on ancestral traditions that are not as appreciated as I think they will become.

Samir Husni: Thank you.

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Analytics Cannot Design A Magazine Cover, But It Sure Can Provide Key Predictive Insights. A Mr. Magazine™ MagNet Exclusive

September 8, 2014

Editor’s Note: In this continuing Mr. Magazine™ MagNet exclusive research on the role of analytics and data in single copy sales for magazines, MagNet’s Luke Magerko continues to share with Mr. Magazine™ audience the role of cover tagging and what could happen in predictive analytics. Luke is not sharing the results yet, since he plans to share them with the Mr. Magazine™ audience in Mississippi during the ACT 5 Experience Oct. 7 to 10.

MagNetLogo This week we focus on how marketing and text analytics can provide key predictive insights for editors when designing a cover. Luke Magerko will walk us through high-level analytics concepts and how it will increase newsstand sales.

ANALYTICS CANNOT DESIGN A COVER!
I could not agree more, Samir, and this is the most important point: ANALYSIS IS DESIGNED TO HELP THE EXPERTS (THE EDITORS) MAKE INFORMED DECISIONS ON COVER TREATMENTS. THAT IS ALL!

THERE ARE DOZENS OF NEWSSTAND CONSULTANTS CLAIMING THEY KNOW WHAT WORKS ON A COVER. WHAT MAKES THIS DIFFERENT?

I spent the better part of 15 years looking at cover treatments and I can tell you there are few general trends that work on all on magazine covers. Each publishing group has a different vernacular for cover treatments (we will call each component of a cover an “attribute”). Let’s look in more detail at the four steps from our last interview:

Let the editors play with covers – MagNet designed a Cover Analyzer to encourage an editor to peruse both their covers and competitive ones. This is an example from a couple years ago. This People Magazine cover is from early 2012. You can see sales based on scan data and various comparative sales results (prior year, 13 week average, etc.). This information is a very important ingredient in exploratory data analysis we discussed last time.

Samir Article 140908 Image I

I IDENTIFY MANY ATTRIBUTES TO THE COVERS, BE IT THE MAIN BLURB, THE CELEBRITY CHOICE AND SO ON. HOW DO YOU KNOW WHAT TO LOOK AT?
As I said last time, editors have questions and analysts should answer those first. The editor has an intuitive sense what worked (or did not work) on the cover. If those ideas can be quantified, then that is the foundation of the cover analysis.

SO YOUR ANALYSIS IS LESS ABOUT WHAT YOU THINK OR GENERALIZED TRENDS AND MORE ABOUT CONFIRMING AN EDITOR’S INTUITION.

Absolutely! Editors know nuances on their covers and can identify what they were trying to accomplish. This insight deeply affects what should be analyzed. The analyst/newsstand consultant’s opinion of what succeeded and what missed the mark is wholly irrelevant to the cover analytics process.

FINALLY YOU MENTIONED THE CONCEPT OF COVER “TAGGING.” HOW DOES THAT WORK?

In my first class at Northwestern University’s Master Program in Predictive Analytics, we were taught that preparing the data and ensuring acceptance will comprise over 90% of the time needed to complete an analytics project.
This is where cover tagging comes in: the art director or editor must sit down and walk an analyst through each attribute of the cover to ensure the analyst is correctly identifying attributes. I highlighted the word acceptance because there would be nothing worse than running a cover analysis only to have the editors say, “we do not think of the cover like that!”

CAN YOU SHOW US AN EXAMPLE?

Let’s look at the same cover above:
We tagged over 500 celebrity covers on what we believe is important. DISCLAIMER: THIS WAS DONE TO TEST A STATISTICAL MODEL NOT TO PROVIDE CONCLUSIVE RESULTS. EDITORS MAKE DECISIONS ON WHAT WILL BE TAGGED.
Some of our attributes include:
• Cover logo color
• Background color
• Main celebrity name
• Main celebrity gender
• Main celebrity media platform
• Main Blurb Theme
• Main Blurb Grammar
• Main Blurb Attitude
• Main blurb word count
• Main logo obstruction
• Total Images on the cover
The effort is simple: look at a cover and determine each attribute.

Samir Article 140908 Image II


THIS SEEMS LIKE A LOT OF EFFORT! WHAT KINDS OF RESULTS WILL YOU GET FROM THE ANALYSIS?

Once we have tagged the covers and run analytic tests, the editor/marketing department will learn:
• Which attributes are statistically “significant:” An editor might learn a brightly colored promotional starburst is not statistically significant and can be added or removed at their discretion.

• The percentage of sales affected by the “significant attributes: Once the significant attributes are identified, MagNet can inform the publisher what percentage of sales came from all those statistically significant attributes.

• How much each of the statistically significant attributes matter individually: An editor will know whether the gender of the celebrity is statistically significant and also how the gender will affect sales. In statistical terms, we call this “lift.”

• And yes, there is a predictive model: MagNet WILL NOT be able to provide an exact sales forecasting number per issue but can provide a solid trend line and an expected results based upon the predictions.


DO YOU HAVE ANY RESULTS YOU WOULD BE WILLING TO SHARE TODAY?

No, Josh Gary and I will walk your audience through an exclusive sneak peek of the cover analytics modeling tool at the ACT 5 Experience, October 8 at 11:30am at the Magazine Innovation Center in Oxford, MS.

I LOOK FORWARD TO SHOWING YOU HOW THIS ALL WORKS. IF YOU ARE AN EDITOR, I IMPLORE YOU TO JOIN US AT THE ACT 5 EXPERIENCE IN OXFORD, MISSISSIPPI OCTOBER 7 – OCTOBER 10. TO REGISTER CLICK HERE AND TO SEE THE AGENDA CLICK HERE.


THANK YOU.

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More Than A Magazine: Celebrating 40 Years Of “High Times” – The Mr. Magazine™ Interview With Mary McEvoy, Publisher – High Times Magazine

September 7, 2014

“High Times is not a magazine; it has always been a cause from the beginning. It was founded by Tom King Forcade, who was part of the Underground Press Syndicate. His goal from the very beginning was the legalization of marijuana and this was 40 years ago.” Mary McEvoy

high times-1 From the underground of the 70s to the openness of today’s legalized marijuana in many states; High Times magazine has been there as an advocate and a champion for the legalization of marijuana.

Its founder, Thomas King Forcade, was a member of the Underground Press Syndicate in the 70s and started the magazine in 1974. It became a huge success. But the 80s saw a crackdown on any kind of drug use (marijuana included) and the magazine reached its lowest point ever.

The magazine is privately owned and run by a group of shareholders who, due to the nature of the topic, rarely if ever, give interviews to the media about the magazine’s financials, distribution or numbers. However, I was able to reach the magazine’s publisher, Mary McEvoy. Ms. McEvoy, a former newsstands consultant, ascended the ranks at High Times to reach the top position as publisher of the magazine.

I met Mary years ago during several Periodical and Book Association of America (PBAA) retail conferences. She is an extremely energetic woman dedicated to the magazine business, first as a newsstand consultant and now as publisher of High Times magazine.

Today High Times is celebrating 40 years of publishing. The magazine persevered in the hard times and McEvoy is very proud of its continued and much-revived success. With the ever-growing legalization of the plant, due in large part to its medicinal properties, High Times is seeing the magazine’s mission looming closer than ever before: the complete legalization of marijuana.

My conversation with Mary, who was in Seattle, WA to attend one of the major events High Times organizes, The Cannabis Cup, covered a wide range of topics from the current status of High Times to its past and future. It was a lively discussion about the magazine’s longevity and its mission, the positive effects the High Times events and the Cannabis Cup Awards have had on the magazine and how she views the future of the title and the cannabis world in general. I think you’ll find her answers “highly” informative and entertaining.

So, sit back and relax (and I leave it up to you to decide how) and enjoy the Mr. Magazine™ interview with Mary McEvoy – Publisher, High Times and you may find out some things about cannabis you never knew.

But first the sound-bites…

mary mcevoy

On whether the magazine’s circulation is more newsstand or subscription: We’ve always been predominantly newsstand. All of our subscriber copies are in an opaque polybag that we send to subscribers, because it’s a privacy issue.

On the secret of the magazine’s longevity: I think because it’s not a magazine; it has always been a cause from the beginning.

On the cultural differences of High Times compared to other magazines she has worked for: This is a tremendously entrepreneurial community that I work with here. It’s a very small company; fewer than 30 people do everything. We put out the magazine, work on and contribute to the website and we also put on events now.

On the future of High Times: Events for one thing because they’re huge. We started these four years ago with one event in San Francisco and we really didn’t know what to expect. When we opened the doors we had a line that went out across the parking lot, down the street and started up the ramp to the Bay Bridge.

On her biggest stumbling block:
I think our only stumbling block is our resources right now. We are in a most explosive mode now and we do need to reevaluate how we can capitalize on everything we have coming to us.

On her most pleasant moment with the magazine:
My most pleasant moment right now that I can think of is on Sunday nights when we give out our Cannabis Cup Awards.

On how “high” she sees High Times in five years: I see five years from now, maybe another ten states going legal and our events becoming, in every one of these legalized states – well, we’re going to have an Events Division for the company.

On what keeps her up at night:
What keeps me up at night are the 40,000 people that showed up at the door in Denver last year. And that’s happening at almost every single one of our events. How do we address the huge interest in our company at this point in time, either through events or through all the opportunities that are coming our way?

And now the lightly edited Mr. Magazine™ interview with Mary McEvoy, Publisher, High Times…

Samir Husni: Recently I read that there were 32 million people in the United States who actually use marijuana, by hook or by crook.

Mary McEvoy: There are no real numbers at this point, we have numbers that we throw around and that’s probably a number that reflects the people who smoke it on a social basis.

Samir Husni: Well, from that audience; how big is the reach of High Times?

Mary McEvoy: Let me preface this by apologizing. I’m not going to be able to give you any kind of circulation information or financial information. I can tell you certain things about increased page count and increased ad counts, but because we’re a private company and our shareholders are our management, there are certain things I can’t talk about. We have no rate base; we’re not audited. Our advertisers are very happy just with their response; they don’t need to know what the numbers are. So we’ve never released that information.

Samir Husni: Do you have more newsstand circulation or subscription?

Mary McEvoy: We’ve always been predominantly newsstand. All of our subscriber copies are in an opaque polybag that we send to subscribers, because it’s a privacy issue. Nobody wants their High Times coming to their house fully exposed for Mom or the mailman or the landlord to see. We’ve always been about privacy. Newsstands, they just maybe want to pay cash, not put it on a credit card. But that’s the kind of world that we’ve always lived in.

Right now my biggest disappointment in all this is the newsstand, because we were primarily a newsstand-driven company. And because of what’s happening on the newsstand, particularly when you hear of the ones closing down, it’s disappointing. Bookstores though are huge for us, convenience stores are huge and when we lost the stores we lost, many 7-11’s picked us up, many Mom & Pop’s and many small chains. The Bob’s Stores and the large supermarkets are not where we are. It’s a struggle every single month to try and hold onto the copies that we have out there now.


Samir Husni: You’re celebrating 40 years of publishing, which is a milestone in the history of magazines; what do you think is the secret of your success?

Mary McEvoy: I think because it’s not a magazine; it has always been a cause from the beginning. It was founded by Tom King Forcade, who was part of the Underground Press Syndicate. His goal from the very beginning was the legalization of marijuana and this was 40 years ago.

The magazine is one of the greatest proponents in the world for the legalization of marijuana in good times and bad times. It was an exciting time in the 70s because things were definitely turning around and then when the Reagan administration came in and Nancy Reagan’s “Just Say No” campaign was in full swing, again we had to go underground.

But because the mission has never changed, it’s always been about the plant; it’s about legalization, cultivation and it’s about the cannabis culture. And none of that has changed.

As I said, it’s a cause that we’ve been fighting for now for 40 years and everything that we do is based on getting marijuana legalized.

Samir Husni: Do you see that as the reason for survival of the magazine, that because you are more of a cause the magazine was able to survive through thick and thin?

Mary McEvoy: Absolutely. Because what happened in the past; we’ve had the Federal Government actually come in and this was in the early 80s, and they went after all of our advertisers. We were down to a point where we were afraid we weren’t going to be able to even open the doors anymore.

But just like any passion, and this is a passion that the ownership of the company had and still have, we’re not going to take money, we’re not going to eat; basically our lives and our whole passion is going to be about keeping the cause going. And that’s what the magazine is all about.

Samir Husni: You’ve worked at other magazines; how is the (no pun intended) culture different at High Times?

high_times_co_13 Mary McEvoy: This is a tremendously entrepreneurial community that I work with here. It’s a very small company; fewer than 30 people do everything. We put out the magazine, work on and contribute to the website and we also put on events now. We have six of our Cannabis Cup events this year. We do everything, so when you come in as the weekend director; you wind up as the publisher.

Our production people are our registration people right now at our events. Everybody wears a different hat. You learn the entire business when you come to High Times. You’re not just in the production, art or editorial departments. A small group has to wear many hats and it’s not just a situation where you used to write for the print magazine and now you have to write for the website; you also now have to be part of the competition at our Cup. You have to do seminars at our Cup. It’s exhausting and exhilarating at the same time working for this company and it’s been 10 years now.

Samir Husni: Congratulations on the 40th anniversary edition; it is one hefty issue. How many ad pages do you have in this commemorative issue?

Mary McEvoy: Ninety ad pages. It’s 160 pages and 90 of them are ads. It’s the first time we’ve done a book-a-zine. We’re very excited about it. We worked long and hard. We increased the paper stock; when I turn the page, I keep thinking that I’ve got two pages between my fingers. It’s just double the normal paper weight. And it’s just our love for the magazine that motivates us and we’re so excited to be doing something like this.

Samir Husni: What is the future for High Times?

Mary McEvoy: Well, the events for one thing because they’re huge. We started these four years ago with one event in San Francisco and we really didn’t know what to expect. When we opened the doors we had a line that went out across the parking lot, down the street and started up the ramp to the Bay Bridge. The police came in and actually said you have got to stop letting people in, it’s a fire hazard.

From there, every year it’s grown. The one we’re doing in Seattle now, every year we have to find a new venue because we outgrow the one from the year before. Next year we anticipate doing eight events. We think there is going to be more legalization, Oregon – so we’ll go there and Alaska. We’re talking about Jamaica; the Jamaican government actually contacted us and they’d like to expand their tourism during their off-season. So, we’re thinking about Jamaica in May, which I wouldn’t mind so much. This is what happened in Amsterdam 27 years ago. We started the Cup 27 years ago in November when it was their off-season. And we’re still growing there too.

We started a growth fund because people were coming to us and asking how do I get in on the ground floor? They were saying, I have money to invest. Also our advertisers were asking how they could get to that next level because they had products that they felt were going to soar and people would really want them. So, we decided to put the two of those together and we started this growth fund.

Samir Husni: And the purpose of the growth fund is?

Mary McEvoy: To put cannabis entrepreneurs together with cannabis investors. We’re calling it the High Times growth fund. The fund has been written about in Time and Forbes did something on us too. People are saying, “Wow! High Times is really getting involved.” We’re not under the radar anymore. Suddenly, and this has only happened in the last 18 to 24 months, people now see us as a genuine entré into a community that is now legitimate.

Samir Husni: And what has been your biggest stumbling block?

Mary McEvoy: I think our only stumbling block is our resources right now. We are in a most explosive mode now and we do need to reevaluate how we can capitalize on everything we have coming to us. Licensing opportunities are coming our way today that we’ve never had before; we’re expanding our advertising so we have to look internally to determine how we expand to capitalize on all these opportunities. I think that’s really something that we’re seriously looking at right now.

Samir Husni: And what has been your most pleasant surprise or moment in the years you’ve been at High Times?

Mary McEvoy: My most pleasant moment right now that I can think of is on Sunday nights when we have our Cannabis Cup Awards. It’s like an Oscar but it’s an actual cup. We award these Cups to five categories: the best Indica, the best Hybrid, best edible, best Sativa and best Non-Solvent Hash. When these people get up on the stage they practically have tears in their eyes and they’re saying, “This is my business and I couldn’t tell my mother about it before. Now she puts the Cup on the mantle.” And when they say, High Times you did this for us, you brought us out of the closet, all the hard work we do to put all of these Cups together is worth it. I literally get chills when I hear people get up on the stage and say thank you High Times for changing my world.

And when you get a Cup, suddenly your strain, your seeds become – well, it’s like the Good Housekeeping Seal of Approval. Suddenly, you can market these as a High Times winner and it’s huge. It’s like Consumer Reports just put you on the top ten list.

Samir Husni: Again, no pun intended, but how high do you see High Times five years from now?

Mary McEvoy: (Laughs) I see five years from now, maybe another ten states going legal and our events becoming, in every one of these legalized states – well, we’re going to have an Events Division for the company and we’ll probably be close to twice the size we are today.

Samir Husni: My typical last question; what keeps you up at night?

Mary McEvoy: What keeps me up at night are the 40,000 people that showed up at the door in Denver last year. And that’s happening at almost every single one of our events. How do we address the huge interest in our company at this point in time, either through events or through all the opportunities that are coming our way? What’s the smartest way to capitalize on these eighteen months of recognition that is happening to us?

We literally had 40,000 people at this event last April in Denver because Colorado is a big legal state. And again, we’re a small company and we need to capture everything that we can think of to make sure this isn’t just our fifteen minutes of fame. We need this to drive us into the future now and ten years from now.

Samir Husni: Thank you.

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Book-a-Zines: Saving Print or Adding to the Problem… A Mr. Magazine™ Musing…

September 4, 2014

ROBIN1-2ROBIN2-3ROBIN3-4 There is no question that niche publishing is one answer to the print world’s prayers. From magazines that delve into goat farming to ones that highlight the advantages of an eco-friendly lifestyle, targeting the audience and its interests is paramount in today’s digital times for ink on paper. Audience first was, is and always will be the main secret ingredient of the magazine publishing’s recipe for success.

But is the magazine media industry going too far with the prices and repetitiveness of special issues and book-a-zines, which often come from the same publisher?

For example, the tragic death of Robin Williams initiated not one niche title about the comedic genius, but three from the leader in the market of book-a-zines Time Home Entertainment.

• LIFE – Remembering Robin Williams – $13.99
• People Tribute Commemorative Edition – $14.99
• TIME – Robin Williams 1951-2014 – $14.99

As you can see, each one of the magazines is extremely similar in both price and title, but what about the content?

The TIME issue is of course, the newsier one with stories about his depression and extraordinary life.

The People Tribute shows his Hollywood side, offering content about his roles and the many co-stars and actors he influenced or knew.

The LIFE remembrance is, as it should be, filled with fantastic photographs and wonderfully informative tidbits and captions that frame the pictures quite well.

The quality here is not the issue, nor is the ingenuity of the publisher, using three different platform titles to showcase the actor’s life and death.

The question that remains is whether the magazine industry is flooding the newsstands with titles that not only confuse their audience by being very similar, but also delves too deeply into their pocketbooks to pay for them?

TV Guide - the beatlesTV Guide - ElvisNeil Young-8 This month saw other tribute titles such as:

Rolling Stone’s Special Neil Young Edition – $12.99
TV Guide’s Remembering Elvis – $9.99
TV Guide’s The Beatles Special Edition – $9.99
People – Happy Birthday, Prince George – $12.99

The two TV Guide specials are both from Topix Media Lab, The Neil Young from Rolling Stone’s series of special collector’s editions, and of course, Happy Birthday to the little Prince is from Time Home Entertainment.

Prince George-5 Each month we welcome these new and informative specials and book-a-zines and as consumers, we have now come to expect them. In fact more than two thirds of all new titles arriving at the nation’s stands are book-a-zines.

But as publishers continue to raise the prices of these niche products and duplicate them across platforms, what may be at stake here is the customer’s loyalty and admiration for the product and the publisher. Resources for the audience are not boundless, no matter the success of these targeted titles and never underestimate the intelligence or savvy when it comes to the buying public.

Something to think about…

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