Mr. Magazine

It seems as if the word innovation is occupying the center stage in anything “magazine-ish” these days. However, a great effort by the London based International Federation of the Periodical Press (FIPP) has resulted in the first ever compilation of examples of “how technology, out-of-the-box thinking and old-fashioned hard work are enabling innovation that is delivering new readers, revenues and relevance to magazines around the world.”

The result is the first ever Innovations in Magazines 2010 World Report, a well illustrated, 100 pages book that brings the reader an up-to-date round-up on what is going on in the world of magazine innovation world-wide. FIPP is not stranger to being on the cutting edge of what is best for the magazine industry world-wide. Chris Llewellyn, President and CEO of FIPP reminds the book readers of FIPP’s mission, “to strengthen links between magazine publishers world-wide in order to exchange knowledge, experience, and ideas.” This book is just one example of what FIPP has done and continue to do to help the periodical industry world-wide.

The range of innovative techniques and methods mentioned in this book brings the reader to a knowledge level that is required for anyone involved in the publishing industry. In fact, it almost leaves nothing to the imagination. It’s all in the book. A swift course at the fraction of the price that it will cost anyone to do all the research needed for this handy up-to-date information. Innovation in Magazines finally nullifies the definition of insanity that has been raging like a wild fire in our industry. It no longer talks about the same things time and time again and expect different results every time. The book does not talk about change or the need to change; it is “change in progress.” Grab it, read it and learn a lot from it.

As the book editors John Wilpers and Juan Señor write, “While many magazines cope with revenue and circulation losses by cutting back and retrenching, many others are countering hard times with hard work, imagination and innovation. This book highlights and celebrates this brilliance.”

A must have brilliance celebration. To order your own copy click here.

My friend Bob Sacks, www.bosacks.com, has written an article/review (read it here) of yet another friend David Renard’s recent book called The Last Magazine. Bob warns at the end of his article “It’s never going to be the way it was. In fact, it’s not going to be the way it is.” Of course both Bob and David are great supporters of the e-paper future. I have no problem with that, my problem is not with the changes in the technology, but rather in the technology trying to imitate something we already have. Every day I hear that e-paper is going to look and feel like paper…but the question that I always ask, will be used in the same manner we use paper. One of the beauties of paper is that it is disposable. I can leave my newspaper on the train, on the plane, in the taxi…but I will never leave my laptop behind… well, at least I hope I will never leave my laptop behind. I am one of the early adapters of technology… I was, and still is, the one who rushes to buy the new stuff before it even celebrates its three months anniversary, but at the same time, I always appreciated the limits of the technology and the role it plays in my life. Will that change my look and love of the newspapers and magazines of today and tomorrow? Not a single bit, the joy of having multiple papers (especially from the UK) and tens of magazines all in the same room with me, still give me a high not any technological creation will ever change. Sorry folks, but I will continue to use the technology to spread the message. Remember, and remember well (Sorry Bob), don’t blame the medium if the message is not right.