January/February 2015
Volume 44 Issue 1
Editorial & Advertising
Vice President: Tony Silber
203-899-8424 tsilber@accessintel.com
Editorial Director: Bill Mickey
203-899-8427 bmickey@accessintel.com
Creative Director: Rob Hudgins
727-375-1706 Rhudgins@accessintel.com
Senior Editor: Michael Rondon
203-899-8428 mrondon@accessintel.com
Senior Editor: Caysey Welton
203-899-8431 cwelton@accessintel.com
Event Content Manager: Kelsey Lundstrom
212-621-4866 kludstrom@accessintel.com
Senior Account Executive: Tania Babiuk
203-899-8498 tbabiuk@accessintel.com
Junior Account Executive: Olivia Murray
301-354-2010 omurray@accessintel.com
Advertising Production Director: John Blaylock-Cooke
212-621-4655 jcooke@accessintel.com
Fulfillment Manager: George Severine
gseverine@accessintel.com
List Rental: Jennifer Felling
203-778-8700 (ext 138) j.felling@statlistics.com
Media Group
Senior Vice President & Group Publisher:
Diane Schwartz
dschwartz@accessintel.com
Senior Marketing Manager:
Danielle Sikes
dsikes@accessintel.com
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Redefining Publishing
Redefining Publishing
Redefining Publishing
Corporate reorgs, strategic pivots and company rebrandings are now common among publishers. It’s what happens when your core product has shifted from a central strategy to one of many content delivery platforms. The market dynamics driving these big changes vary from situation to situation—some are financially motivated more than strategic—but the common element is commitment.
Whether a publisher takes a half-step and evolves from a magazine publisher to a media company or goes farther afield to morph into an information services company, or even a technology company, the move requires a decision about where the market is headed and how a company can best sit within it and serve it for the long-term.
But “long-term” is what mucks up the whole process. When a market is shifting beneath your feet, how can you make reasonable forecasts that sufficiently inform your corporate strategy?
The MPA, after all, is trying aggressively to move their membership away from the magazine label. At the association’s annual event in early February, MPA president and CEO Mary Berner said, “Magazines are magazine media. The operative word here is ‘media,’ reflecting the shift from magazines, which historically almost always refers to the print format of what we do, to magazine media.”
She’s right, of course. Publishers are no longer defined only by their print products—even though that’s still the primary revenue source. Yet top leaders and managers are facing significant challenges managing their companies through the evolving definition of a magazine company in a distressed market. In the article, Profiles in Creative Management, we profile three executives who share what has worked for them as they guide their organizations through certain challenges. 
Bill Mickey
Editorial Director
bmickey@accessintel.com
@billmickey