Magazine article Folio: the Magazine for Magazine Management

Senior Management: Do You Walk the Talk When You Say Editorial Is Important?

Magazine article Folio: the Magazine for Magazine Management

Senior Management: Do You Walk the Talk When You Say Editorial Is Important?

Article excerpt

Editorial quality is the key to success. A "must-read" magazine is necessary to succeed. At least that's what you hear from top management. But often that same top management spends time on everything but editorial. Ty Bobit, CEO of Bobit Publishing, believes this is a mistake. "I see a lot of management always trying to grow the company," he says. "That's like digging for gold. But the farther you dig, the more time you have to spend shoring up the walls of your mine so the walls don't cave in. A top executive has to spend as much time working on details inside the company as he does working outside to expand the company. We made a big commitment in 1988 to make sure our magazines are must-reads. Here's how Bobit is involved in editorial. (1) In any given month he reads three to five of the company's 12 publications cover to cover (2) He goes over critiques of five magazines and comments on them for the editor and publisher. …

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