Sunday, December 02, 2007

BoSacks Readers Speak Out; Reiman, Ripplewood, and RJ Reynolds


BoSacks Readers Speak Out; Reiman, Ripplewood, and RJ Reynolds
www.bosacks.com


Re: The Sell: Why You Need Fanboys, by Andrew Ettinger
Ettinger's article on branding was very interesting, but it seemed to me as if he missed an important point.

It's a common mistake to think that the sole purpose of branding is to increase sales. That's true, of course, but it's only half the story. Well-built brands are able to charge a premium price.

It's interesting that given the choice of two distilleries to visit, Jim Beam and Maker's Mark, Ettinger turned to the more expensive brand. This sort of reinforces the axiom that in any given market the leading publication can (and should) charge higher CPMs.

Give him credit. Many of us in this industry have been driven to drink but he's the only person I know who got an article out the experience.
(Submitted by a Publisher)

RE: BoSacks Speaks Out: Mea Culpa on RDA, Reiman and Ripplewood.
>> The writing has been on the wall for some time that a "no advertising" model no longer works in this day and age. <<

Has anyone told Cooks Illustrated or Consumer Reports or Consumer Digest? Producers of expensive subscription-only special interest newsletters? Woodworking Magazine? Public broadcasting? Have the people at RD tried searching online for the terms magazine and "we accept no advertising"? If they mean that a no-advertising model won't work for the specific way they want to do business, that might be true. But to assume that there are no ways of making this work is foolish.
(Submitted by a Writer)


RE: BoSacks Speaks Out: Mea Culpa on RDA, Reiman and Ripplewood.

Bob: All the nice responses and responses to responses are interesting. At the end of the day, the jury is still out. Let's wait and see what the vote is from the only people in the equation who count. They (the Reiman subscribers) are the ones who eventually pay all of our collective salaries, and their decision is final, and binding. Looking forward to your next update.
(Submitted by a Senior Director of Mfg & Dst)


RE: BoSacks Speaks Out: Mea Culpa on RDA, Reiman and Ripplewood.

Maybe more companies should directly engage and respond to your's and our rants and raves about what is happening in the industry. I can only see good things from this type of exchange. Keep the content flowing Bob!
(Submitted by a Production Director)


RE: BoSacks Speaks Out: Mea Culpa on RDA, Reiman and Ripplewood.

This is just another example of Wall Street autocrats and pillagers, buying for less and selling for more. It is their right and privilege to do so. It is part of the American dream and current style of doing business, but as a life long publisher it sickens me. I have been in the business for 40 years, publishing my own titles for 30 years. I too, might sell my business to Ripplewood, and they might buy it. But I would cringe at the devastation I would leave in my wake. We make a tidy profit here with several very popular titles. I wonder what Roy Reiman is thinking now? I wonder what advice he would give to me and other similar publishers?

Re; RJ Reynolds to stop print ads next year
Bo: When I joined min 20 years ago, tobacco was a key magazine ad category, ranking just below automotive and direct response. And the Magazine Publishers of America was adamant about protecting tobacco ads from regulation. (Rep. Henry Waxman/D.-Calif. was the chief protagonist.)

Now, it is almost nonexistent, so the news of R.J. Reynolds halting print advertising barely raises a peep.
(Submitted by an Unknown Professional)

Re; RJ Reynolds to stop print ads next year
Let's call the tobacco industry giants what they are - Merchants of Death. And let's also call the publishers who have accepted the money for print ads promoting smoking to their young and impressionable potential customers what THEY are - accomplices to the Grim Reaper. Publisher's and Ad Sales Directors are all interested in one thing, and one thing only, and it ain't ethics! (Full disclosure - I'm a non smoker, and have been since my grandfather died at age 55 of lung cancer after having smoked two packs of Lucky Strikes a day for his last 40 years.)
(Submitted by a Senior Director of Manufacturing)


Re; RJ Reynolds to stop print ads next year

Aha, another good reason for me to NEVER have accepted cigarette ads in the first place!
(Submitted by a Multi-title Publisher)

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