Mr. Magazine

Publishing During A Pandemic (26)

“No matter if it’s 9/11 or if it’s a global pandemic, people care about their happiness and their families. They want to find ways to be healthier; they want to find ways to simplify their lives; they want to see the world, whether they’re able to travel at that moment or if they want to travel vicariously through others, and so the nature of magazines is to transport our readers. To make our readers’ lives a little better warms my heart. We’re not curing brain cancer, but we do improve people’s lives. It shows by how excited they are when the magazine arrives in their mailboxes.” …Liz Vaccariello

“When you look at the brands in the magazine industry, they all have that serendipitous connection right now with their readers. This is exactly what readers need at this moment. And that’s why I love this brand.” … Liz Vaccariello

Nothing has been “Real Simple” of late. Not the news; not the world we live in; not the way of life we all knew and quite possibly took for granted. Nothing. Nothing that is, except that loyal and trusted friend we all call REAL SIMPLE magazine. Even during a pandemic, REAL SIMPLE has stayed true to form by giving us useful and helpful tips that are “simply” what we need at this uncertain time we’re living in. The May issue offers “Life Made Easier” by showing us how to Get It Done while we have quite a bit of time on our hands. It’s, as Editor in Chief, Liz Vaccariello calls it, “a serendipitous connection.”

I spoke with Liz recently and we talked about this bit of serendipity that REAL SIMPLE has with its readers. While the world may seem like its spinning out of control, REAL SIMPLE, the brand, keeps us focused and alert to what is really important: our friends and family and keeping them safe and as happy as possible.

And now the 26th Mr. Magazine™ interview in the series of Publishing During A Pandemic with Liz Vaccariello, editor in chief, REAL SIMPLE.

But first the sound-bites:

On if it has been “Real Simple” or tough operating REAL SIMPLE during the pandemic: It’s been both. It’s been “REAL SIMPLE” because at the end of the day, life is about our families, our homes, the spaces around us, feeling at peace and finding a way to discover happiness. It’s about making a good dinner for the family; it’s about loving my dog more than I ever have before. Those are “REAL SIMPLE” things. At the same time, this is a very complicated time because uncertainty is complicated.

On how easy, hard, or disruptive was the move to working from home: One of the many surprises about working from home has been how much more connected I feel with my team. We are having Webex staff meetings at the beginning of every day instead of once a week.

On whether she thinks once the pandemic is behind us the way things are done might change or be influenced by the pandemic: So much has changed, but so much is the same. When I’m working on a print product, I’m working with paper, so I often want to see a layout on paper. Right now, we don’t have that luxury.

On whether she thinks readers will be ready to get back to a “normal” mode of operation: I always post the cover of my editor’s letter on my Instagram and social media feeds, and I often hear from readers that way and I watch our REAL SIMPLE feeds. Readers are also excited to get the issue in the mail. It’s this treat that arrives. Bless the U.S. Postal Service. (Laughs)

On whether she ever imagined she’d be working during a pandemic: No, not at all. I’ve read stories about epidemiologists and global health experts warning about a global pandemic and I watched SARS carefully years ago. There’s a certain element of humanity that believes it’s not going to happen to us, or it’s not going to happen in the United States, or the people in charge are on top of it and they would never let it get out of hand.

On any additional words of wisdom: It’s been heartwarming for me to look around at the publishing industry, not just REAL SIMPLE and not just Meredith, but all of our colleagues. When you make a magazine, it’s important to look around and realize how much of what we do is relevant in the best of times, and also during the worst of times. No matter if it’s 9/11 or if it’s a global pandemic, people care about their happiness and their families.

On what keeps her up at night: People who interpret dreams and who charge for it could probably make a killing these days. (Laughs) I will just say that the metaphors of my dreams are quite something. It’s about stress; it’s about, yes, we’re going to come back, the economy is going to come back someday, but we might be in this for a long slog.

And now the lightly edited transcript of the Mr. Magazine™ interview with Liz Vaccariello, editor in chief, REAL SIMPLE magazine.

Samir Husni: Has it been “REAL SIMPLE” or tough operating during this pandemic?

Liz Vaccariello: It’s been both. It’s been “REAL SIMPLE” because at the end of the day, life is about our families, our homes, the spaces around us, feeling at peace and finding a way to discover happiness. It’s about making a good dinner for the family; it’s about loving my dog more than I ever have before. Those are “REAL SIMPLE” things. At the same time, this is a very complicated time because uncertainty is complicated.

We’re all working remotely. We sorted all of those things out very quickly and we’ve all had to adjust. Change is often complicated.

Samir Husni: How easy, hard, or disruptive was the move to working from home?

Liz Vaccariello: One of the many surprises about working from home has been how much more connected I feel with my team. We are having Webex staff meetings at the beginning of every day instead of once a week.

I speak with every member of the REAL SIMPLE team by phone one-on-one much more regularly. Whereas before in the office this one-on-one communication was less, I’m getting to know people even more. I’m calling them up and asking them how they’re doing; how their family is doing. There has been a higher level of connection in some ways.

Samir Husni: Do you think in the six or so weeks we’ve been dealing with the pandemic, it’s going to force you to change the way you do things once it’s behind us?

Liz Vaccariello: So much has changed, but so much is the same. When I’m working on a print product, I’m working with paper, so I often want to see a layout on paper. Right now, we don’t have that luxury. Everything has gone electronic, which I think is a good thing in terms of ecology and the environment. If we print less paper in our daily work lives, that’s better.

When I’m shipping the magazine, there is this need and desire as an editor in chief to see that one page, that one layout, on real paper. Even though you’ve seen it on your screen a hundred times, the experience of the product is paper. It’s holding it in your hands. I look forward to getting my final proof on paper and bringing out my red pen again.

Samir Husni: Do you think readers will feel the same? Yes, they will see REAL SIMPLE online and they will see a PDF edition, but it’s not the same as when they get their copy in the mail and actually hold their ink on paper magazine?

Liz Vaccariello: That’s been one of the delights of this entire experience and I can talk about it in terms of advertisers, readers and staff. First of all, in terms of the staff, when the May “Get It Done”-themed issue came out, it was about the little projects on your to-do lists that you’ve been meaning to get done for the last year and that you seem to never get around to. This came out and I called the Production team and asked them to send me two big boxes of the issue. Then I went to Staples with my mask on, I bought envelopes, my own set of office supplies, and then I mailed a copy of the issue to everyone on my staff. I sent a quick note that read, “Liked your story on dusting,” or “Glad we ran this photo,” or something personal about something they had done with that issue.

I was surprised at how touched they were. I wanted them to see the issue. I almost teared up. We’ve been apart and we’re making this magazine that lives and breathes and exists in people’s hands. To see it and hold it was a point of pride.

We also did a mailing to some of our advertisers in which we provided a digital edition of the issue to people so they could see it. We also continue to mail boxes of magazines that Meredith publishes to our biggest clients and they receive these issues with a note that reads: Happy Reading. And our partners are thrilled because there is something very special and magical about the print edition.

I always post the cover of my editor’s letter on my Instagram and social media feeds, and I often hear from readers that way and I watch our REAL SIMPLE feeds. Readers are also excited to get the issue in the mail. It’s this treat that arrives. Bless the U.S. Postal Service. (Laughs)

Samir Husni: You’ve been editor of Prevention magazine, Reader’s Digest; you’ve seen it all in terms of categories, from health to making life easier. Did you ever imagine that you would be working during a pandemic?

Liz Vaccariello: No, not at all. I’ve read stories about epidemiologists and global health experts warning about a global pandemic and I watched SARS carefully years ago. There’s a certain element of humanity that believes it’s not going to happen to us, or it’s not going to happen in the United States, or the people in charge are on top of it and they would never let it get out of hand.

To your point, I was at Fitness magazine during 9/11. The world can change in a day and that’s what happened here. It’s nice to be able to tell my daughters, who are 15, that this feels like we’re in this pit of something truly awful, and yes, the world has changed, and life will change, but there is hope. Life will go back to normal — a new normal. We will get through this. So yes, there is something to be said for being an old lady like me who has seen it all.

Samir Husni: Any additional words of wisdom?

Liz Vaccariello: It’s been heartwarming for me to look around at the publishing industry, not just REAL SIMPLE and not just Meredith, but all of our colleagues. When you make a magazine, it’s important to look around and realize how much of what we do is relevant in the best of times, and also during the worst of times. No matter if it’s 9/11 or if it’s a global pandemic, people care about their happiness and their families. They want to find ways to be healthier; they want to find ways to simplify their lives; they want to see the world, whether they’re able to travel at that moment or if they want to travel vicariously through others, and so the nature of magazines is to transport our readers. To make our readers’ lives a little better warms my heart. We’re not curing brain cancer, but we do improve people’s lives. It shows by how excited they are when the magazine arrives in their mailboxes.

Our April issue of REAL SIMPLE was the “spring-cleaning issue, spring clean your life.” It hit newsstands on March 20 and people have asked if we knew something, and of course, we didn’t. However, what we do organically is perfect for the times.

When you look at the brands in the magazine industry, they all have that serendipitous connection right now with their readers. This is exactly what readers need at this moment. And that’s why I love this brand.

Samir Husni: My typical last question; what keeps you up at night?

Liz Vaccariello: People who interpret dreams and who charge for it could probably make a killing these days. (Laughs) I will just say that the metaphors of my dreams are quite something. It’s about stress; it’s about, yes, we’re going to come back, the economy is going to come back someday, but we might be in this for a long slog.

So, keeping me up at night is how long the pain is going to be for Americans, for my family, and for my readers. For people who are buying food and trying to put dinner on the table, and who want to maybe make their homes look a little better, or they want to take a trip. I want those people to have that ability sooner rather than later. I’m hopeful, though there is uncertainty.

Samir Husni: Thank you.

Publishing During A Pandemic (22)

“At Your Teen Media, we’ve all become attached to the word “pivot” because the pandemic has required all of us to adjust our approach—not just as a business but as parents and humans. Our biggest pivot has been to turn our May/June print issue into a bonus digital edition focused on the new normal of parenting teens in social distancing/quarantine: Parenting in a Pandemic.” … Susan Borison

 “As people have become more isolated at home, they need the support of a parenting community. That’s why we published the bonus edition of our magazine about parenting in a pandemic. It includes so much information to help parents of teenagers get through this new reality.” … Susan Borison

Susan Borison is the founder and editor/publisher of Your Teen Magazine, a parenting magazine for parents of teenagers. The magazine began because Susan herself had five children and when they began reaching adolescence, she felt the need for some parenting tips. So she created “Your Teen.” Today the magazine and the brand are dealing with the pandemic as all of us are: straightforwardly and as bravely as possible.

I reached out to Susan recently and she told me that it had been an intense time for her and her team, but they are learning to pivot quickly as new ways of business present themselves, such as the free digital magazine they’re offering readers called: Parenting in a Pandemic. Coping skills for teens and ways to stay connected with their friends while still being apart are just two topics covered. It is definitely a tool that parents can use to assist them during these uncertain times.

And now the 22nd Mr. Magazine™ interview in the series of Publishing During A Pandemic with Susan Borison, founder & editor/publisher, Your Teen Media.

But first the sound-bites:

On how Your Teen Media has been operating during the pandemic: At Your Teen Media, we’ve all become attached to the word “pivot” because the pandemic has required all of us to adjust our approach—not just as a business but as parents and humans. Our biggest pivot has been to turn our May/June print issue into a bonus digital edition focused on the new normal of parenting teens in social distancing/quarantine: Parenting in a Pandemic.

On how easy, hard or disruptive the transition to working from home was: Our staff has always worked from home, but we had regular in-person meetings at our office/coffee shop/kitchen table as we worked through different projects. These meetings now occur entirely on Zoom.

On some things she’s been doing for her readers and their families to help during the pandemic: It’s been a very intense time; we’ve been sharing a daily expert interview since the pandemic upended much of what is considered to be typical for families and teenagers. One of our most popular interviews is with Wendy Mogel, Ph.D., author of Voice Lessons for Parents; she spoke about those high school and college seniors who are experiencing the loss of big life cycle events like graduation.

On how things have changed for her personally: In my own house, I have gone from being an empty-nester to having four of my kids at home, and I find myself spending my days locked in my bedroom where I have set up my “office”. The days are so busy with work and my family that I can feel purposeful. But the nights are longer.

On the message she is communicating with her readers during this difficult time: At Your Teen, we feel that it is more important than ever to let parents know that they are not alone. As people have become more isolated at home, they need the support of a parenting community. That’s why we published the bonus edition of our magazine about parenting in a pandemic.

On any additional words of wisdom: Of course, we wish we never had to create this issue, but the pandemic had other ideas. Now, we hope that we can provide support, advice, and ideas to as many families as possible.

And now  the lightly edited transcript of the Mr. Magazine™ interview with Susan Borison, founder & editor/publisher, Your Teen Media.

Samir Husni: How has Your Teen Media been operating during this pandemic?

Susan Borison: At Your Teen Media, we’ve all become attached to the word “pivot” because the pandemic has required all of us to adjust our approach—not just as a business but as parents and humans. Our biggest pivot has been to turn our May/June print issue into a bonus digital edition focused on the new normal of parenting teens in social distancing/quarantine: Parenting in a Pandemic.

Samir Husni: How easy, hard, or disruptive was the move to working from home?

Susan Borison: Our staff has always worked from home, but we had regular in-person meetings at our office/coffee shop/kitchen table as we worked through different projects. These meetings now occur entirely on Zoom.

Samir Husni: What are some things you’ve been doing for your customers’ families and teenagers during this pandemic to help?

Susan Borison: It’s been a very intense time; we’ve been sharing a daily expert interview since the pandemic upended much of what is considered to be typical for families and teenagers. One of our most popular interviews is with Wendy Mogel, Ph.D., author of Voice Lessons for Parents; she spoke about those high school and college seniors who are experiencing the loss of big life cycle events like graduation. Dr. Mogel delivers life changing advice.

Samir Husni: What about your own life, how have things changed for you personally?

Susan Borison: In my own house, I have gone from being an empty-nester to having four of my kids at home, and I find myself spending my days locked in my bedroom where I have set up my “office”. The days are so busy with work and my family that I can feel purposeful. But the nights are longer. I put my head on the pillow, and that seems to be the signal for all the thoughts that I’ve been keeping at bay to enter my brain.

I remember feeling strangely calm about Covid-19 at the beginning of March. When I look back, maybe it was denial. Now, I haven’t left my house in weeks, except for taking the dog for walks. That transition happened so fast.

I wonder if many families have gone through a similar trajectory. At first, we felt a little giddy that we were all home, and we framed the experience as an adventure. Now, several weeks in, we know people who have lost loved ones due to Covid-19. Plus the extra family time seems less adventurous as we get more annoyed with each other and impatient to find out how long the stay-home orders will last. In the midst of it all, I know that my family has much to be grateful for, but we also feel the loss of freedom and increase in anxiety.

Samir Husni: What message are you communicating with your readers during this difficult time?

Susan Borison: At Your Teen, we feel that it is more important than ever to let parents know that they are not alone. As people have become more isolated at home, they need the support of a parenting community. That’s why we published the bonus edition of our magazine about parenting in a pandemic. It includes so much information to help parents of teenagers get through this new reality.

The FREE digital magazine includes dedicated sections on:

∙ Coping strategies for families sheltering in place

∙ Learning at home – do’s and don’ts for parents

∙ Ways to stay connected while apart

∙ Free resources and ideas for family fun

∙ College students – what now?

∙ Staying positive and looking ahead

More than 13 years ago, we got into this business because we wanted to make sure that parents of teenagers didn’t feel alone. We are so grateful that our magazine is seen as a valuable resource by readers:

“First, I could not put it down. Every article was on point and exactly what I needed to hear. Second, as a teacher, I can’t recommend enough your section, Learning at Home. As a mother of a high school freshman and a college freshman, you are my hero of the year!”  – Ada Milka-Wood, via Instagram

“It’s a brilliant, necessary issue.” – Dr. John Duffy, psychologist and parenting expert

 Samir Husni: Any additional words of wisdom?

Susan Borison: Of course, we wish we never had to create this issue, but the pandemic had other ideas. Now, we hope that we can provide support, advice, and ideas to as many families as possible.

Samir Husni: Thank you.

Publishing During A Pandemic (21)

“We have a number of catalog companies who have actually increased their counts. They see this as an opportunity to have a more engaged moment with a customer…fewer distractions. I think this is true for both publishers and catalogs, but it requires good content for a magazine and unique goods for sale in a catalog.” … Chris Carpenter

 “It really comes down to content.  If you create and publish content that people desire, you have a basic foundation for the publishing/advertising model.  The distribution of the content will vary, involving both print and digital delivery, but consumers will subscribe and purchase these services.” … Chris Carpenter

Located in Sun Prairie, Wisconsin, Royle Printing is an independently owned and managed printing company specializing in high quality graphic and distribution services, and has been in business for 70 years. Chris Carpenter is president & owner of Royle and like the rest of us is adapting to the Covid-19 way of life as best as he can.

I reached out to Chris recently and asked him how, under the circumstances, Royle is doing? There was no surprise there. Mainly, Royle is doing well, however, some things have been negatively affected, “We have seen shifts in page counts, circulation and in some cases, issues have been postponed.  Businesses centered in travel and meetings have been affected the most.  We’re working with all of our customers, making the necessary adjustments to help them get through this period.”

While others were actually more positive, “I will add, we have a number of catalog companies who have actually increased their counts. They see this as an opportunity to have a more engaged moment with a customer…fewer distractions. I think this is true for both publishers and catalogs, but it requires good content for a magazine and unique goods for sale in a catalog.”

Remaining strong and positive is Chris’s message to all. Indeed.

So, here is the 21st Mr. Magazine™ interview in the series of Publishing During A Pandemic with Chris Carpenter, president & owner, Royle Printing.

But first the sound-bites:

On how Royle Printing is operating during the pandemic: Considering the circumstances, we’re doing alright. Our associates remain healthy and strong, for the good of their families and the Royle Community. While we have a very diverse customer base, both in publishing and catalogs, most are being negatively affected.

On the steps they are taking to ensure everyone working onsite is social distancing and staying as safe as possible: We follow and implement the parameters set forth by the CDC, communicating daily with associates, vendors and customers.  As hard as it is, I think everyone has adjusted pretty well.

On the impact so far on publishing frequencies, printing, mailing, etc.: We have seen shifts in page counts, circulation and in some cases, issues have been postponed.  Businesses centered in travel and meetings have been affected the most.  We’re working with all of our customers, making the necessary adjustments to help them get through this period.  I will add, we have a number of catalog companies who have actually increased their counts.

On any shortage in paper, ink, or workforce: To date, we’ve not experienced any major delays in receiving paper, ink or other consumables required for production.  We might see some momentary delays in shipments or freight, but it typically gets resolved without impacting our customers.  As for labor, we are always looking for committed and skilled people to join Royle Printing and the printing industry – even in a pandemic!

On whether he had ever thought of working during something like a pandemic: I don’t think anyone saw this coming or that it would have such a broad, lasting effect.  It’s absolutely terrible and shocking to see so many people being affected by the pandemic, the worst being so many lives lost.

On what message he is communicating with his employees and clients during these uncertain times: Remain strong, we’ll get through this.  All of us will need to make some adjustments, some of which will remain in place for the foreseeable future.

On what makes magazine media relevant today: It really comes down to content.  If you create and publish content that people desire, you have a basic foundation for the publishing/advertising model.

On any additional words of wisdom: A special thanks to the healthcare providers who have tirelessly served the sick and needy though this pandemic…you’re bright lights in the world – thank you.

On what keeps him up at night: The general concern for so many who are affected by this pandemic.  In time, we’ll heal, learn and get stronger, but I worry about the lasting effects on families, businesses and the general economy.

And now  the lightly edited transcript of the Mr. Magazine™ interview with Chris Carpenter, president & owner, Royle Printing.

Samir Husni: How is Royle Printing operating during this pandemic?

Chris Carpenter: Considering the circumstances, we’re doing alright. Our associates remain healthy and strong, for the good of their families and the Royle Community. While we have a very diverse customer base, both in publishing and catalogs, most are being negatively affected. It’s really important that we practice patience and understanding as we make our way through this tough period.  One inspiring event at Royle is the installation of our new Manroland Rotoman S press.  While the timing could be considered questionable, we feel strongly that it puts us in a great position when we get back to normal business conditions.

Samir Husni: Since you can’t print from home, what are the steps you are taking to social distance and ensure that everyone left onsite is as safe as possible?

Chris Carpenter: We follow and implement the parameters set forth by the CDC, communicating daily with associates, vendors and customers.  As hard as it is, I think everyone has adjusted pretty well.  The bulk of administrative staff works from home and the operations team is diligent about hygiene and social distancing.  We are fortunate to have a modern manufacturing platform, which includes a great deal of automation. This also creates a fair amount of autonomy and space between associates.

Samir Husni: What has been the impact so far on publishing frequencies, printing, mailing, etc.? Any change in the print schedule from your clients? Skipping issues, reducing print run, etc.

Chris Carpenter: We have seen shifts in page counts, circulation and in some cases, issues have been postponed.  Businesses centered in travel and meetings have been affected the most.  We’re working with all of our customers, making the necessary adjustments to help them get through this period.  I will add, we have a number of catalog companies who have actually increased their counts. They see this as an opportunity to have a more engaged moment with a customer…fewer distractions. I think this is true for both publishers and catalogs, but it requires good content for a magazine and unique goods for sale in a catalog.

Samir Husni: Are you seeing any shortage in paper, ink, workforce?

Chris Carpenter: To date, we’ve not experienced any major delays in receiving paper, ink or other consumables required for production.  We might see some momentary delays in shipments or freight, but it typically gets resolved without impacting our customers.  As for labor, we are always looking for committed and skilled people to join Royle Printing and the printing industry – even in a pandemic!  This is an issue that’s troubled our industry for years.  Print can provide meaningful careers for people and we have to do a better job of telling our story. Our doors are always open and we’d love to hear from you if you’re looking to join a talented team.

Samir Husni: Did you ever imagine that you would be working during a pandemic and do you think anyone could ever prepare for something like this?

Chris Carpenter: I don’t think anyone saw this coming or that it would have such a broad, lasting effect.  It’s absolutely terrible and shocking to see so many people being affected by the pandemic, the worst being so many lives lost. I hope we’re able to learn from this, placing more attention on prevention and treatment.  The next 6-months will be interesting to see what advances are made.  As for business preparedness, it certainly underscores the importance of having a committed and thriving culture, along with being financially disciplined.

Samir Husni: What message are you communicating with your employees and clients during these uncertain times?

Chris Carpenter: Remain strong, we’ll get through this.  All of us will need to make some adjustments, some of which will remain in place for the foreseeable future.  We will do our very best to take care of our associates and clients, being patient and understanding as we move forward.

Samir Husni: What makes magazines and magazine media relevant today?

Chris Carpenter: It really comes down to content.  If you create and publish content that people desire, you have a basic foundation for the publishing/advertising model.  The distribution of the content will vary, involving both print and digital delivery, but consumers will subscribe and purchase these services.

Samir Husni: Any additional words of wisdom?

Chris Carpenter: A special thanks to the healthcare providers who have tirelessly served the sick and needy though this pandemic…you’re bright lights in the world – thank you.

Samir Husni: My typical last question; what keeps you up at night?

Chris Carpenter: The general concern for so many who are affected by this pandemic.  In time, we’ll heal, learn and get stronger, but I worry about the lasting effects on families, businesses and the general economy. Getting people back to work, in a safe and planned way, will go a long way in getting things back to normal.

Samir Husni: Thank you.

Publishing During A Pandemic (18)

“It’s the emotions of the publishers and editors out there; it was their emotions that I always tried to convey in the Newsletter. I never liked to use the word “it” for a magazine, it was always the editor, publisher or a top executive of the magazine that I would talk to that was representing the magazine. It was always their emotions that I tried to convey. To me, that made it very personal and not only to me, but also to the readers and really reflected on what they did.” … Steve Cohn

 “One thing I used to write about all the time was advertising is finite, but media is infinite. And that’s always been a challenge for publishers. And it’s a deeper challenge now. Publishers and editors who connect with readers, who give them content that they want to read right away, are the ones who will succeed. I always worried about that myself. I wanted to write what people wanted to read because I didn’t want to waste their time. That was a real concern of mine.” … Steve Cohn

If you are in the magazine and magazine media world, the name Steve Cohn has to conjure up good memories of a journalist who edited the leading magazine media newsletter, min: media industry newsletter, for 30 years, and edited it well, very well indeed.  He is, in fact, the only journalist I have never heard anyone say a single negative word about.  He took his job seriously and acted as any good journalist would, he reported the facts and documented the magazine media world with numbers and figures.  His lunches with the “who’s who” in the business were a fixture of his reporting and people awaited the arrival of the newsletter every Monday morning nonstop.

I spoke with Steve recently to chat about his views on the world of magazines and magazine media, as someone who watched and reported on the industry for years. He was there after the attacks of September 11, 2001, and he was there during the economic crisis of 2008/09.  I asked his opinion  of the current magazine media situation as a part of my series of Publishing During A Pandemic.  His stroll through memory lane sheds a lot of highlights on an industry that is determined to be resilient and in search of a new business model after a century of success with an ad-driven one.

Please join me as Steve and I take a stroll down magazine media memory lane and stay tuned for more in the series of Publishing During  A Pandemic.

But first the sound-bites:

On people saying he is an expert at putting a positive spin on things: I was being honest, I put a positive spin because I didn’t just write things willy-nilly. Obviously as a good journalist, I talked to them and got their answers to my questions. If they said something positive, I would record that. I also questioned it, and I would record that too. I was being fair, I wasn’t being a Pollyanna.

On what he thinks the role of magazines are today in these uncertain times: If you look at The New Yorker, for example, it’s just as influential as it’s always been. I think magazines have to be out there and they have to be a voice. It’s far more challenging with the Covid-19 outbreak; it’s probably more challenging than it’s ever been before. But they have to be out there because people depend on them.

On a quote from his former boss, the late Bill Barlow– Magazines are a people business: Definitely, because it’s the emotions. It’s the emotions of the publishers and editors out there; it was their emotions that I always tried to convey in the Newsletter. I never liked to use the word “it” for a magazine, it was always the editor, publisher or a top executive of the magazine that I would talk to that was representing the magazine. It was always their emotions that I tried to convey.

On what he thinks makes magazines relevant in this day and age: It hasn’t changed in this day and age from past days and ages; it’s connecting, establishing relationships with the readers. Whatever sector you’re in, be it fashion, sports, news; be it science or lifestyle, there has to be a one-to-one connection with the reader. I think PEOPLE magazine does that brilliantly, that’s why they’re so strong.

On making people need a magazine rather than just wanting one: I think in order to change a want to a need, you have to put the content out there that people really want. Home improvement magazines do that; if you need to fix your house in some way, you buy The Family Handyman. The cover lines attract you and that’s why they’re so important, especially on newsstand, because they can hook the reader. Then you can change that want to a need.

On what advice he would give the magazine industry today about moving forward: It might seem Pollyannaish, so I apologize, but I’d say just do the best job you can and put out the best content you can. In a correct society, that would bring results. It doesn’t always do that, but just be as professional as you can. That’s easier said than done sometimes, I also know that too, especially with what’s going on today with Covid-19. It has to be unbelievably challenging to publishers. Obviously, I think digital editions’ readerships are probably going up with most everyone at home.

On the highlight of his long career: The highlight of my career was the way MIN responded after the 9/11 attack. It was a very difficult time, especially in New York, as it is today. And there was a lot of media out there. And with the travel magazines, people were afraid to travel, to fly, as they are today, but for different reasons. I decided, instead of all the publishers asking me what I was going to do, I decided to call an editor, in this case Nancy Novogrod, she was the editor of Travel + Leisure.

On what he is doing these days: I live in White Plains, New York and I write a lot of stuff gratis for the library. I’ve been doing that for about three or four years. I do it to keep me busy and test my writing skills to some degree. I’ve also written articles for Folio. I did one on David Carey when he retired from Hearst, but now he’s back.

On whether he has considered writing a memoir or a book about his life: I would say to some degree, I have been thinking about it for a while. People will ask me why I don’t write a book about this or that. There are two things I’ve thought about: number one, if I wrote a book it wouldn’t have a lot of people who would buy it, maybe the Square, which is 14th Street, and Columbus Circle, which is 59th Street, the rest of the country, with some exceptions, maybe Oxford, Miss. (Laughs), probably wouldn’t buy it. So, I haven’t taken it really very seriously, and I still don’t.

On what kept him up at night when he was editor of MIN: What kept me up at night then was worrying about the issue, mostly Sunday nights, just worrying about the issue closing.

And now  the lightly edited transcript of the Mr. Magazine™ interview with Steve Cohn, former editor, Media Industry Newsletter (MIN).

Samir Husni: People have said that you’re an expert at putting a positive spin on things, no matter how bad they look.

Steve Cohn: I was being honest, I put a positive spin because I didn’t just write things willy-nilly. Obviously as a good journalist, I talked to them and got their answers to my questions. If they said something positive, I would record that. I also questioned it, and I would record that too. I was being fair, I wasn’t being a Pollyanna. And being fair was really important to me, because the health of MIN (Media Industry Newsletter) depended on the health of the industry, the magazine industry. To just knock everybody didn’t do me any good, unless there was justification for it.

So, a positive spin? Yes, you’re correct to a degree. I was an honest journalist. If the magazine was in trouble I would report on it. If their ad pages were down at the time, that was a fact. I based on facts not on rumors. I tried to be honest. That’s something I did throughout my career.

And I think it worked, because obviously, I built a trust with many of the people I talked to. And that was important because there’s a natural adversarial relationship between a journalist and his/her subject. You deal with these people day-to-day and their wellbeing made my wellbeing. It’s a symbiotic relationship.

Samir Husni: In your opinion, as a 30+ year journalist and as editor of one of the most influential media newsletters that we’ve had, what is the role of magazines today in the midst of this doom and gloom that we’re passing through now?

Steve Cohn: If you look at The New Yorker, for example, it’s just as influential as it’s always been. I think magazines have to be out there and they have to be a voice. It’s far more challenging with the Covid-19 outbreak; it’s probably more challenging than it’s ever been before. But they have to be out there because people depend on them.

I think in the short-term, they will be more dependent on their websites, because single copies may be hard to buy with all the stores closed, at least limited anyway. So, the websites are important. And also magazines offer reassurance and service, and that’s something unique.

Today, in 2020, to some degree it’s like what happened after September 11, to some degree. There was a lot of gloom and doom back then, especially for the travel magazines. But they pulled through and hopefully they will again. I think the challenge is must greater because we don’t know when this is going to end. And we don’t know if the Coronavirus is going to come back.

Samir Husni: One of my favorite quotes is one that you told me your former boss, the late Bill Barlow said, “Magazines are a people business.”

Steve Cohn: Definitely, because it’s the emotions. It’s the emotions of the publishers and editors out there; it was their emotions that I always tried to convey in the Newsletter. I never liked to use the word “it” for a magazine, it was always the editor, publisher or a top executive of the magazine that I would talk to that was representing the magazine. It was always their emotions that I tried to convey. To me, that made it very personal and not only to me, but also to the readers and really reflected on what they did.

One of my favorite stories – in 2003 I had lunch with David Remnick, editor of The New Yorker, and we talked for a bit. He’s a brilliant guy who’s still there. And I asked him how long he thought he was going to be at The New Yorker, and he answered, “Until my knees creak.” And I put that in the Newsletter because it was an emotion. And he’s still there, to his credit. It was a way to catch a little of the emotion behind the person and the personality, more than just blah, blah, blah.

I see a lot of bland reporting out there, and certainly I’ve also done my share, but I think you have to try and make things emotional so you can connect with your readers, especially if you have a newsletter like MIN, which is sort of a one-to-one relationship with the audience. That was something I believed in. Bill Barlow certainly did too, and he influenced me. He passed away in 1994, but he was the owner and the guy who hired me.

He was also the guy who introduced me to you too, I don’t think he knew you, but he had heard about somebody at Meredith, and I guess it was Jim Autry at the time, who had hired someone who had a connection with you, and he told me about you. And I called you – it was August 1986, and that’s how we met.

Ironically, Bill also gave me the idea in December to do a launch review. And in those days there was no Internet, so I had to go to the New York Library and get back issues of Folio. I used to do a launch roundup every month. I did that for about a year or two and then I got wiser. (Laughs) I started leaving that to you. But Bill was a big influence. He was a guy who lived on the Upper Eastside, very wealthy. MIN Newsletter launched in 1947 and he bought it in the mid-‘70s as a hobby and that’s sort of how he treated it. But he needed someone to do the work, the nitty-gritty, and that’s why I was hired in 1986.

Samir Husni: What do you think makes magazines relevant, necessary and sufficient in this day and age?

Steve Cohn: It hasn’t changed in this day and age from past days and ages; it’s connecting, establishing relationships with the readers. Whatever sector you’re in, be it fashion, sports, news; be it science or lifestyle, there has to be a one-to-one connection with the reader. I think PEOPLE magazine does that brilliantly, that’s why they’re so strong. I think Vogue and Anna Wintour has done that brilliantly; to make the audience feel like a part of the business and not strangers. I think that’s very important. It always has been and it always will be. Those are the magazines that are the most successful.

When they publish an article that strikes a chord and gets a lot of attention and that the reader really wants to read, and not just put away for a rainy day, those are the magazines that are successful and they will be and will continue to be.

Samir Husni: And can you make people need a magazine, instead of just wanting one? Can you change that want to a need?

Steve Cohn: I think in order to change a want to a need, you have to put the content out there that people really want. Home improvement magazines do that; if you need to fix your house in some way, you buy The Family Handyman. The cover lines attract you and that’s why they’re so important, especially on newsstand, because they can hook the reader. Then you can change that want to a need. That can be a very difficult challenge, especially in 2020 with so much media out there.

One thing I used to write about all the time was advertising is finite, but media is infinite. And that’s always been a challenge for publishers. And it’s a deeper challenge now. Publishers and editors who connect with readers, who give them content that they want to read right away, are the ones who will succeed. I always worried about that myself. I wanted to write what people wanted to read because I didn’t want to waste their time. That was a real concern of mine.

If there was big news early in the week and I came out on a Friday with it, I couldn’t just write the same thing that was already out there a thousand times, I had to put my own spin to it. I needed to tell them something they didn’t know. And that was a way of connecting with the readers. They would see something they hadn’t seen before and they wanted to read it. That was the key to our success for many years, that and the Box Scores and our other features.

I always put the weekly Box Scores on an odd page, either number 3 or 5. And I would always go directly to page three to see how I was doing, New York Magazine, versus my competition. I never forgot that. And I put a lot of emphasis on their accuracy and the monthly Box Scores accuracy, just making sure we had all the participants. And that was a big challenge for me every week. I didn’t do the work personally, but I was responsible for it. And that was really paramount to our success, because Ad Week and everybody published words, but only we had the numbers.

After 9/11, for example, with the Box Scores, everything dropped precipitously after the attack, it wasn’t the fault of the economy, it was the fault of Osama Bin Laden. I didn’t use those words, but it was the terrorist attacks that made everything tank from the fall of 2001 to the fall of 2002. So I tried to be sensitive to that and write it carefully, and it was the right thing to do.

Samir Husni: If you were to reach out to the magazine industry today, the CEOs, publishers and editors; if they were to ask your advice, based upon your experience, about what they should do to move forward, what would you tell them?

Steve Cohn: It might seem Pollyannaish, so I apologize, but I’d say just do the best job you can and put out the best content you can. In a correct society, that would bring results. It doesn’t always do that, but just be as professional as you can. That’s easier said than done sometimes, I also know that too, especially with what’s going on today with Covid-19. It has to be unbelievably challenging to publishers. Obviously, I think digital editions’ readerships are probably going up with most everyone at home.

Samir Husni: Can you tell me the highlight of your long career?

Steve Cohn: The highlight of my career was the way MIN responded after the 9/11 attack. It was a very difficult time, especially in New York, as it is today. And there was a lot of media out there. And with the travel magazines, people were afraid to travel, to fly, as they are today, but for different reasons. I decided, instead of all the publishers asking me what I was going to do, I decided to call an editor, in this case Nancy Novogrod, she was the editor of Travel + Leisure.

It was about 10 days after 9/11 and I asked her what she was going to do. She said she was closing the November issue and the editor’s note that she had planned to write, she changed it to the importance of travel and how travel was needed, even in the difficult times after 9/11. And I asked her to fax it to me, email was relatively new back then. So she faxed it to me. I put it in the Newsletter and over the next three months, other editors began sending these things to me. I didn’t even request them. I received tons of them. And I ran a page of them from September through Thanksgiving. Maybe a little beyond. And that was my proudest moment.

I got editors to share their thoughts about the major tragedy of that time and how they were persevering. And if I was editor of MIN today, I’d probably try and do the same thing, although it would be more difficult because the tragedy is ongoing.

My favorite story, David Zinczenko, who at that time was in his first or second year as editor of Men’s Health, told me in those days he lived near the World Trade Center and he ran past it very early on the morning of 9/11 before the attacks came. And then he went back to his apartment. Later, he met a police officer who had found someone’s keys or something like that, and he asked David if he knew whose they were and David said no. Afterward, he wondered whether that officer had run down to the World Trade Center after the attack. He asked that question in his editor’s letter. It turned out the officer was okay. But that struck a chord with me. And hopefully with the readers. Just another thing in my career that I’ll never forget.

Samir Husni: What are you doing these days? Enjoying retirement, reading a lot of magazines?

Steve Cohn: I live in White Plains, New York and I write a lot of stuff gratis for the library. I’ve been doing that for about three or four years. I do it to keep me busy and test my writing skills to some degree. I’ve also written articles for Folio. I did one on David Carey when he retired from Hearst, but now he’s back. And I did one on Glenda Bailey about a year ago when she was then editor of Harper’s Bazaar, when she was about the sole survivor left among editors, except for Anna Wintour and David Remnick.

If you ever talk to her she sounds very Cockney, very East End London, sort of like Eliza Doolittle before My Fair Lady. And she was put down because of that when she was editor of Bazaar, yet she succeeded. It’s a wonderful story. I have done things like that for Folio, all gratis, for free. I tried to do the Barbara Smith story, but they said they were “too busy” for it, and it was suggested that I send it to you, which I did and thank you for publishing it.

I try to keep busy and really observe the industry from afar, rather than up close. It concerns me and its wellbeing concerns me. I read Ad Age, Adweek, The New York Post, and Mr. Magazine™ and Women’s World Daily, just to see what’s going on. Most of the names I worked with, other than a few, are no longer there anymore. I left MIN in July 2016 and I think easily the majority of the editors and publishers I worked with are gone.

It’s a difficult time for the industry and who knows where it’ll be a year from now or five years with this virus. That’s what is so scary. Your health is paramount. So you social distance and stay indoors and hope for the best. If I were editor of MIN today and not being able to see people, that would be a huge detriment to my reporting. It would be so much harder. Meeting people was one of the most enjoyable parts of my job.

Samir Husni: Are we going to see a memoir or a book from your long career in journalism?

Steve Cohn: I would say to some degree, I have been thinking about it for a while. People will ask me why I don’t write a book about this or that. There are two things I’ve thought about: number one, if I wrote a book it wouldn’t have a lot of people who would buy it, maybe the Square, which is 14^th Street, and Columbus Circle, which is 59^th Street, the rest of the country, with some exceptions, maybe Oxford, Miss. (Laughs), probably wouldn’t buy it. So, I haven’t taken it really very seriously, and I still don’t. I like to reminisce a lot and that’s why I was happy to do this interview. And I thank you for that.

Samir Husni: What kept you up at night when you were editor of MIN?

Steve Cohn: What kept me up at night then was worrying about the issue, mostly Sunday nights, just worrying about the issue closing. I used to use an old expression, if you’ve watched the movie “The Godfather,” it was X-rated, but James Caan’s character, Sonny Corleone, in one scene mentioned that he didn’t want his brother, Michael, to come out of the toilet with just his private part in his hand. I always thought about that, and “when the fat lady sings,” I had to be ready. I didn’t want to be like Michael Corleone or something, I wanted to be prepared. So, that was a motivator for me, believe it or not. A line from “The Godfather”…(Laughs)

It was a motivator for me to get the issue out. I was the editor, so the buck stopped with me. It was my responsibility. In 30 years, I broke my elbow once, so I missed maybe five closings at the most, when my kids were born, something like that. Otherwise, I was there every Friday. It was a challenging job, a demanding job, but it was a fun job.

Samir Husni: Thank you.

Publishing During A Pandemic (17)

 “Magazines have always been an effective form of entertainment – a chance to dive into a tactile, sensory experience that is immersive and can take your mind off the stresses of the day. How much do we all need that right now? To step back and read about inspiring home design or the noble undertakings of our alumni peers, or just to look through a curated photo gallery? When your favorite magazine comes right to you at your doorstep and you can sit back and get lost in it – that’s something we can all benefit from now.” … Philip Drumheller

Founded in 1904, Lane Press, located in Burlington, Vermont, is distinguished by its rich history of printing and publishing innovation. During this pandemic, Philip Drumheller, president and owner of the company, said they are open and ready to serve their clients, but are operating “very carefully and very thoughtfully.”

I reached out to Philip recently and asked him about this tragic pandemic, its effect on the business, and what he feels makes magazines and magazine media relevant, especially during these uncertain times.

“At a time like this, people are seeking trustworthy content that helps them understand the many aspects of this evolving health care crisis.”

So, here is the 17th Mr. Magazine™ interview in the series of Publishing During A Pandemic with Philip Drumheller, president & owner, Lane Press, Inc.

But first the sound-bites:

On how Lane Press is operating during this pandemic: Very carefully and very thoughtfully. We are an essential business per the state of Vermont’s Governor’s “Stay Home” order, and we very much agree with that. We know how important it is for publishers to be able to communicate with their readership without interruption – especially in such an unusual time.

On the steps they are taking to keep employees who are still working onsite safe: The health and safety of our employees is our number one priority. We have followed the guidance of the CDC from the very beginning of the outbreak. We have very thorough cleaning and disinfecting procedures in place; we ensure that employees who are in the plant maintain adequate distancing between each other; and we have as many employees working from home as possible

On the impact of the pandemic on the business: We do have a few customers who are cancelling their spring issues. Some are consolidating their spring issues with summer or combining months. It very much depends on market segment – we serve many different types of magazine publishers, all of whom have different needs and challenges right now. Our goal is to help them meet those challenges by being as flexible and creative as we can.

On any shortage of materials or workforce: No, we haven’t seen any disruption in our supply chain. And our workforce is incredibly dedicated.

On whether he ever imagined working during something like a pandemic: I’m sure none of us imagined anything of this ilk and magnitude occurring, but we’ve always believed it’s important to be prepared for the unexpected. We’ve always focused on having solid processes and well-established lines of communication in place – both internally and with our customers – so that when something comes up, these foundational pillars give us a functional, effective framework to operate in.

On what message he is communicating with his clients and his employees: Lane Press remains open and is here to help publishers continue serving their readership. And we’re doing this with a constant eye toward protecting our employees and our community.

On what he feels makes magazines and magazine media relevant today: Magazines are a vehicle for high-quality content – vetted, trustworthy, in-depth content. At a time like this, people are seeking trustworthy content that helps them understand the many aspects of this evolving health care crisis.

On any additional words of wisdom: I would advise publishers to lean on their printers for problem-solving – now more than ever. When our customers tell us they’re challenged in a particular way, we work hard to come up with novel ways to help them.

On what keeps him up at night: Concerns about the economy keep me up. There are so many small businesses in our local community and among our customer base that have worked so hard to build their businesses. And there are so many employees depending on them to continue to do so.

And now  the lightly edited transcript of the Mr. Magazine™ interview with Philip Drumheller, president & owner, Lane Press, Inc.

Samir Husni: How is Lane Press operating during this pandemic?

Philip Drumheller: Very carefully and very thoughtfully. We are an essential business per the state of Vermont’s Governor’s “Stay Home” order, and we very much agree with that. We know how important it is for publishers to be able to communicate with their readership without interruption – especially in such an unusual time. People need continued access to information and thought leadership. We’re glad that we can be here, open, and of service to our customers in this delicate time.

Samir Husni: Since you can’t print from home, what are the steps you are taking to social distance and ensure everyone still at the workplace is as safe as possible?

Philip Drumheller: The health and safety of our employees is our number one priority. We have followed the guidance of the CDC from the very beginning of the outbreak. We have very thorough cleaning and disinfecting procedures in place; we ensure that employees who are in the plant maintain adequate distancing between each other; and we have as many employees working from home as possible – our administrative staff and a portion of our customer service staff. I think it’s fair to say we haven’t skipped a beat.

Samir Husni: What has been the impact so far on the publishing frequency, printing, mailing, etc.? Any change in the print schedule from your clients? Skipping issues, reducing print run, etc.

Philip Drumheller: We do have a few customers who are cancelling their spring issues. Some are consolidating their spring issues with summer or combining months. It very much depends on market segment – we serve many different types of magazine publishers, all of whom have different needs and challenges right now. Our goal is to help them meet those challenges by being as flexible and creative as we can.

For example, we’ve been offering our customers special incentives on add-on features so they can add pandemic-related messaging to their magazine – like on a bellyband, a tip, or an onsert inside a polybag. All of these are great ways to add an extra layer of communication at this time. We’re also offering special pricing on a publication of narrow specifications – one we can produce most quickly and cost-efficiently. Our goal is to help publishers stay in contact with their readers. This type of flexible approach enables publishers to do that even while they’re dealing with their own very new and constantly evolving constraints.

Samir Husni: Are you seeing any shortage in paper, ink, workforce?

Philip Drumheller: No, we haven’t seen any disruption in our supply chain. And our workforce is incredibly dedicated.

Samir Husni: Did you ever imagine that you would be working during a pandemic? And can you ever be prepared for something like this?

Philip Drumheller: I’m sure none of us imagined anything of this ilk and magnitude occurring, but we’ve always believed it’s important to be prepared for the unexpected. We’ve always focused on having solid processes and well-established lines of communication in place – both internally and with our customers – so that when something comes up, these foundational pillars give us a functional, effective framework to operate in.  It worked for us during the outbreak of the Spanish Flu, two world wars, the Great Depression, numerous banking crises, oil embargos, the Great Recession, and, of course, 9/11. Together with nearly 120 years of experience, I’d say that’s why we’ve been able to adjust so quickly to this situation.

Samir Husni: What message are you communicating with your employees and clients during these uncertain times?

Philip Drumheller: Lane Press remains open and is here to help publishers continue serving their readership. And we’re doing this with a constant eye toward protecting our employees and our community.

Samir Husni: What makes magazines and magazine media relevant today?

Philip Drumheller: Magazines are a vehicle for high-quality content – vetted, trustworthy, in-depth content. At a time like this, people are seeking trustworthy content that helps them understand the many aspects of this evolving health care crisis. Many of the magazines we produce provide this kind of content to readers in business, health care, education, and wellness sectors. But also, magazines have always been an effective form of entertainment – a chance to dive into a tactile, sensory experience that is immersive and can take your mind off the stresses of the day. How much do we all need that right now? To step back and read about inspiring home design or the noble undertakings of our alumni peers, or just to look through a curated photo gallery? When your favorite magazine comes right to you at your doorstep and you can sit back and get lost in it – that’s something we can all benefit from now.

Samir Husni: Any additional words of wisdom?

Philip Drumheller: I would advise publishers to lean on their printers for problem-solving – now more than ever. When our customers tell us they’re challenged in a particular way, we work hard to come up with novel ways to help them. All businesses are thinking out-of-the-box right now. And it’s incredibly refreshing to see businesses and consumers relying on each other in such creative ways. I truly believe this is how we’ll come out of this stronger – by trusting and relying on each other.

Further, despite the enormous and obvious challenges of this pandemic, it is also a calling to simpler times… meals with family, a reduction in the frenetic pace of life, more time to read (magazines) and reflect, less noise, cleaner air and water…. It seems to me this is a crucial and especially opportune time for publishers to deliver their product to their readers’ doors.

Samir Husni: And my typical last question; what keeps you up at night?

Philip Drumheller: Concerns about the economy keep me up. There are so many small businesses in our local community and among our customer base that have worked so hard to build their businesses. And there are so many employees depending on them to continue to do so.

Samir Husni: Thank you.