Magazine article Folio: the Magazine for Magazine Management

Editors: Beware of Arrogance

Magazine article Folio: the Magazine for Magazine Management

Editors: Beware of Arrogance

Article excerpt

Brian Karden, who is in charge of all business development and marketing for Cahners' 130 magazines, warns editors against relying too heavily on what they think they know about their market. "Markets are moving much faster now," he says. "You must constantly survey your readers to understand what's going on, because you lose touch much more quickly than in the past. Years ago, you could stay the course for five or 10 years. You didn't have to re-jigger the magazine. But now redesigns are more frequent, sections change more frequently. Editors have to be on top of it. But I've seen a lot of editors who say, "I know this market Who are you?" I'm not saying I know, but I am saying that you have to ask the readers what they are reading, and why. What do they want to learn more about? What do they want less of? We also redesign magazines readers need to get in and out of fast. It's important, on both the editorial and the business side, not to be arrogant, to think you have all the answers, but always to rely on the marketplace. …

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