Strategy: Magazines Still a Good Investment
When Joe Mansueto purchased Inc. and Fast Company for $32.5 million in 2005, they were two publications long-neglected by their publisher. "The previous owners (Gruner & Jahr) had disinvested in the magazines,” said Mansueto, delivering the morning keynote at the Folio: Publishing Summit in Chicago. “They had lost the trust of the advertisers.”Despite online competition, magazines still make good investments, said Mansueto. A long-time reader of Inc. and Fast Company, Mansueto, founder of MorningStar, a publicly traded mutual fund and investment information provider, couldn’t resist putting in a bid for the publications when they were put on the market in May 2005.
Enhanced Technology
After winning the auction, Mansueto's strategy was to create an independent publishing company and to invest in technology and online. “Inc., for me, has always been a very powerful magazine,” he said. “I’m a firm believer in the power of capitalism, a free market and entrepreneurship. And Inc. is at the center of this movement.”
Better Paper and Editorial
To strengthen, the Inc. brand, Mansueto invested in better-quality paper stock and increased edit pages 20 percent. He also increased the editorial staff, hiring away Real Simple editor Jane Beretson.
Exciting Design
At Fast Company, Mansueto implemented a more “visually exciting” design featuring a prominent person on every cover. He also transformed the print-heavy brand into a multi-platformed brand focusing on online, events, as well as franchise print issues.
The efforts have paid off. Inc. is the number one business publication and newsstand sales are up 47 percent and Fast Company is the number three business publication with newsstand sales are up 37 percent. Combined Web traffic for the magazines grew 50 percent last year and is expected to grow at least 20 percent this year, Mansueto said. Unique visitors for the sites are up 159 percent.
ORIGINAL ARTICLE SOURCE: Folio: Summit Keynote: Despite Online Competition, Magazines Still a Good Investment
Labels: Publishing, Strategy
posted by Magpie @ 1:51 PM
2 Comments:
Hi !.
You re, I guess , perhaps very interested to know how one can reach 2000 per day of income .
There is no need to invest much at first. You may commense to get income with as small sum of money as 20-100 dollars.
AimTrust is what you thought of all the time
The firm represents an offshore structure with advanced asset management technologies in production and delivery of pipes for oil and gas.
Its head office is in Panama with affiliates around the world.
Do you want to become an affluent person?
That`s your choice That`s what you really need!
I feel good, I began to get income with the help of this company,
and I invite you to do the same. It`s all about how to choose a proper companion who uses your funds in a right way - that`s AimTrust!.
I earn US$2,000 per day, and my first deposit was 1 grand only!
It`s easy to get involved , just click this link http://zokaduret.virtue.nu/ykovuh.html
and go! Let`s take this option together to get rid of nastiness of the life
Hello !.
might , perhaps very interested to know how one can manage to receive high yields .
There is no need to invest much at first. You may start to get income with as small sum of money as 20-100 dollars.
AimTrust is what you thought of all the time
AimTrust incorporates an offshore structure with advanced asset management technologies in production and delivery of pipes for oil and gas.
It is based in Panama with offices around the world.
Do you want to become an affluent person?
That`s your choice That`s what you really need!
I feel good, I began to get real money with the help of this company,
and I invite you to do the same. If it gets down to select a correct partner utilizes your funds in a right way - that`s it!.
I earn US$2,000 per day, and my first deposit was 1 grand only!
It`s easy to join , just click this link http://fycozeha.100freemb.com/qylehyz.html
and go! Let`s take this option together to get rid of nastiness of the life
Post a Comment
<< Home