Magazine article Folio: the Magazine for Magazine Management

Editors: Rethink Your Responsibilities

Magazine article Folio: the Magazine for Magazine Management

Editors: Rethink Your Responsibilities

Article excerpt

A couple of years ago, Money's circulation peaked at about two million in the face of massive new competition. Frank Lalli, senior executive editor, Time Inc., had to accept that it was no longer economically viable to try to increase circulation. And yet the publisher and Lalli knew that they had to continue to grow the business. Lalli turned his attention to the millions of people who want the best personal finance information they can get, but don't want to read magazines to get it. "We didn't change our mission," he told attendees at Neal Day 1999. "We continued to deliver the best personal finance information we could, but in addition to the magazine we began reaching out with newsletters for retired people, to books, radio, TV and new media." This story illustrates one of Lalli's rules for what a modern editor must do to excel in the twenty-first century. The rules are: (1) "Modern editors must accept that magazine-making is a business, and establish a solid, functioning partnership on the business sid e to make good magazines and to make good money," he said. …

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