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The 2019 Mr. Magazine™ Manifesto: “Quotes of Wisdom.” A 2018 Rearview Mirror Look.

December 31, 2018

“The first step toward success is taken when you refuse to be a captive of the environment in which you first find yourself.” Mark Caine…

It’s a brand new year and Mr. Magazine™ for one is excited and focused on all of the good things 2019 can and will bring to magazines and magazine media. And for anyone who may not know or remember where Mr. Magazine™ stands when it comes to the ONLY definition of a magazine: if it isn’t ink on paper, it’s not a magazine, but the magazine is only one platform of the brand that the magazine is named after. Can I get an amen? And if we’re all being honest and looking beyond the PC-ness of today’s thought processes, we know it’s true that relying on digital-only to bring in the bucks in today’s media environment would not only be dangerous, but very presumptuous as well. In today’s world, it is Mr. Magazine’s™ staunch opinion that unless you have a valid footprint in both realms of publishing, the success rate of any publication is slim indeed. It would occupy this entire space if I were to list the publications that said they were quitting their print business and were no longer in business, or became just a figment of what used to be both, in terms of audience reach and revenue.

But in this year’s manifesto, I decided that instead of waxing poetic on what my take on this world we call magazines and magazine media is, I would instead let you learn from the experts, the leaders and visionaries of the publishing industry itself. I have had the honor and the pleasure of interviewing many of those said dignitaries throughout 2018 and their wisdom and thoughts cannot be taken lightly, they must be reiterated and studied so that the industry that we all love so much can thrive and move forward into this new year of 2019.

And it is with this in mind, that I give to you 18 of the best and most eloquent quotes that Mr. Magazine™ had the privilege of garnering from the sources themselves over the course of the last 12 months. These quotes come from publishing CEOs, presidents, vice presidents, editors in chief, publishers, and a few mavericks who believed in their entrepreneurial dreams. And while the opening quote from above by analyst and strategist, Mark Caine, is not one given directly to Mr. Magazine™, the 18 below most definitely are. But it is with Mr. Caine’s mentality that I present to you this manifesto and tidbits of industry wisdom from the experts.

For if magazines and magazine media had succumbed to the environment that each had found itself in several years ago; if the industry had refused to innovate and trail blaze new paths to success; if digital and print had not realized the amniotic fluid of ink and pixels that they were both destined to share from the beginning of the creative cyber revolution, the chances that Mr. Magazine™ would be here today talking about all of this would be very slight.

So, without further ado, here are 18 quotes from 18 of the most prominent and visionary leaders of the publishing, digital, and magazine media industry.  The titles used are those they had when interviewed in 2018 and the quotes are in alphabetical order.

And Happy New Year to all!

 

Michael Biggerstaff – Owner/CEO, Nxtbook Media:

“We look at publishing like a three-legged stool, you have websites, you have print, and you have digital. And they should all support each other. And one shouldn’t be shortchanged or you’re going to have a rocky stool. We look at that as an opportunity from a print standpoint to support the print product and the website. And the website can support print and digital, but we also look at it like you need to be providing something different in a digital edition. You don’t have the constraints that you do in print.” Michael Biggerstaff, Owner/CEO, Nxtbook Media…

Roger Black – Editor in Chief, Type Magazine:

“I believe that’s the real problem and that’s the second part of what we’re going to talk about at this conference, what do we do; how do we recreate the magazine experience in the digital era? And how do we do it digitally? I will be the first to admit that I have not succeeded in figuring out digital formats for magazines that have the same compelling feeling, the same attraction, the same experience where you sit down with a good print magazine and you enjoy it. And then you get to a finish; you feel like you’ve completed it and you put it down. And that’s not true with the websites or the apps. They’re never finished. And it’s a very tangential and short experience. You dive in and read part of an article and you’re gone. You don’t even know where the article came from some of the time.” Roger Black, Editor in Chief, Type Magazine…

 Agnes Chapski – President, NewBeauty Magazine:

“It’s a huge population and a very affluent audience. They actually have more spendable income and more money. In the beauty space, it’s completely underserved, so when you think about it, to me, it’s an amazing opportunity to speak to women who are hungry to have this kind of information. No one is really intelligently speaking to them, so that is a strong business reason.” Agnes Chapski, President, NewBeauty Magazine…(On Why Baby Boomers & Gen Xer’s Are So Important To NewBeauty)…

 Steve George – Vice President – Content, Kalmbach Media:

“Coming back to some fundamentals that we who love magazines have been talking about for years. I think there’s a physical, tangible reality to magazines that you don’t get online. There’s a durability there in a print product and to a certain extent, there’s a promise that the time and effort that would go into creating and editing and vetting that content in a more durable form, whereas I think online, and we’re seeing this, it’s a voracious beast, where you have to constantly be cranking out new content.” Steve George, Vice President – Content, Kalmbach Media…

William R. Hearst III – Editor & Publisher, Alta Journal of Alta California:

“I wanted to deal with things that last a little bit longer. I was thinking about the people that I know: writers, photographers, editors; these are people who often write books, that take some time to write something. I was less interested in immediacy; I wanted things that had a lasting quality.” William R. Hearst III, Editor and Publisher, Alta Journal of Alta California. …

 James Hewes – CEO, FIPP:

“I think it’s going to be a pretty good year, actually. It’s funny you know, ever since I took this job I’ve been hearing more and more people telling me about the resurgence of print magazines and how print magazines are coming back as a medium, and I think 2018 might be the year when you start to see some signs of that filtering through into the numbers, because, obviously, the numbers that are released by the publishing companies have been pretty bad in 2017.” James Hewes, CEO, FIPP…

Brian Hart Hoffman – President & Chief Creative Officer, Hoffman Media:

“We want to continue making our print-brand publications better and brandier. And updated in line with what people expect and where we see revenue success today…” Brian Hart Hoffman, President & Chief Creative Officer…

 JJ Hornblass – President & CEO, Royal Media:

“An organization has to have a core competency, several actually. So, what is the core competency that we’ve developed? There are a few, but one of the central core competencies is that we’re in constant change mode. So, in fact, if I looked at what we’ve done since 2010 when we made that acquisition to now, probably if I was 10 years before that, all of these things were going on, but now it’s kind of par for the course. And we’re trying to continue to change. So, the walk in the rose garden, is just one that has many twists and turns, but if you know that they’re coming then it’s not so surprising.” JJ Hornblass – President and CEO, Royal Media…

Chuck Howell – Vice President of Strategic Sourcing, Newsstand and Production Operations, Meredith Corporation:

“I don’t think it will be Newsstands 101. I think it needs to be educating the buyers. It’s the readership that’s looking for that content at newsstand that will ultimately carry the message. We just need to make sure that we stay viable at the front end long enough for that message to be had, because to your point, I think the younger buyers out there who don’t have an intrinsic knowledge of what the magazine brings and that lean-back experience, they traditionally get their information and their news off the Internet, but the buyers aren’t necessarily there yet. Eventually, that will evolve.” Chuck Howell (on educating buyers on the importance of magazines and that lean-back experience)…

Joe Hyrkin – CEO, Issuu:

“The reason we’re doing it is because, one – it’s near and dear to our hearts, of course. And at the end of the day we believe strongly that it’s through the telling of stories in a high quality, curated, published way that people are really able to share their passions, to share the area’s ideas and content that moves them, and there’s a huge audience to connect with around that.”Joe Hyrkin, CEO, Issuu…(On why Issuu held the Generators Summit on December 4, 2018.)…

Steven Kotok – CEO, Bauer Media Group USA:

“The women’s service readers definitely like the experience of buying something in print. As much as they love the product and as proud of the product as we are, the buying experience is a big part of it as well. We’re growing our subscriptions, but the physical act of making the purchase from the supermarket and giving yourself a treat after a long day, that is part of the pleasure of these products. Even if some of the information is available online, it’s that retail experience that ultimately excites our consumers.”Steven Kotok, CEO, Bauer Media Group USA…

Jeremy Leslie – Owner & Curator, Mag Culture:

“I’ve always had a fundamental belief in it (print), but what encourages me to continue that deep belief is the wave after wave of new magazines with fantastic ideas and fantastic values; just the good stuff that’s being made is what continues to inspire and excite me.” Jeremy Leslie, Owner & Curator, Mag Culture…

Simon Leslie – Joint CEO & Cofounder, Ink Travel Media:

“We support print because print works. People still love that ephemeral moment of picking up the magazine and flipping through it; that lean-back experience rather than lean-forward. Sometimes it’s nice to get off the screen and have that moment to yourself.” Simon Leslie, Joint CEO & Cofounder, Ink Travel Media…

Sandra Long – Publisher & Editor in Chief, Rosa Magazine:

“I am partial to print magazines, I still think there is a market for them. And when we had women pick it up, the look and feel of Rosa resonated with people and to be able to turn that page was important. Women still buy magazines, whether it’s fashion or, as we hope, political, they’re still buying magazines. I was firm that it had to be print. We will transition to do a little bit online, just to be able to feed that marketplace. But we’ll do print as long as they are supporting it.”…Sandra Long, Publisher & Editor in Chief, Rosa Magazine…

Adam Moss – Editor in Chief, New York Magazine:

“The cover is no longer really to sell magazines on newsstand. As newsstands have become so much less important to all of us, the cover has a different function. It is basically the brand statement of what we make. It declares what we think is important or interesting; it declares our voice. Also, it’s an amazing document for the purposes of social media. Social media takes your cover and distributes it all over the place and it becomes an advertisement for the magazine that’s actually more important than it was originally meant to be when it was to stimulate newsstand sales.” Adam Moss, Editor in Chief, New York Magazine.…

 Doug Olson –President, Meredith Magazines:

“We’ve made a pretty big bet that magazines are not going out of style with our acquisition of the Time Inc. portfolio of brands. We continue to be very excited about the future of these brands in all platforms, whether it’s in print or digital or social. Allrecipes is a perfect example of one of the brands that we took from digital and turned it into print, so obviously it has a very large footprint in digital, but the print continues to grow.” Doug Olson, President, Meredith Magazines…

Vicci Rose – Vice Presdent & Chief Revenue Officer, Us Weekly:

“I’m a great fan of digital and I’m a big supporter. Us Weekly has a very sizeable print footprint with just under two million copies, 1,968,000 per week is our most recent AAM (Alliance For Audited Media) statement for the six months ending December 2017, so of course, we’re big believers in print. And I am incredulous with the number of conversations that I have with agencies and clients in acknowledging that their own research with media-mix modeling, etc. will point to a strong ROI, but it’s not in fashion, so the industry is often plagued with people who are concerned for their jobs because they’re not forward-thinking enough.” Vicci Rose, Vice President & Chief Revenue Officer, US Weekly…

Troy Young – President, Hearst Magazines:

“I would say that in all mediums we have to serve the customers and understand how we are serving those customers. And I call that content with purpose. And I think we just have to be incredibly mindful, whenever we’re delivering a magazine into someone’s home or we are engaging that consumer on YouTube, why we’re there and how we make someone’s life better. Print is heavily edited and curated and it’s like a celebration or an event that happens once a month. And there’s something really wonderful about that. And it’s a lean-back experience that I think gives a consumer a break from the intensity of the digital world. And I think increasingly that people are going to look for that. So, print plays a really important role in saying this is important and this has a place in culture, and take a moment to think and read about this and consume it. And I think our magazines are going to play an important role in how we do that for a long, long time.” Troy Young, President, Hearst Magazines… (On the role of print today)…

 

 

 

 

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