The magazine production department used to be about tracking insertion orders and hard-copy ad materials and shipping the magazine pages to the printer. These days, publishers have a lot more to worry about than just publishing a print magazine. Yesterday’s production department has had to morph into a tech-savvy group of multitaskers.
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It’s time for journalists to stop participating in their own exploitation by working for a pittance – or, worse, giving away their valuable services for free. The reason is simple: If they don’t put a value on what they do, then no one else will, either.
Publishing a magazine independently used to mean spending a lot of money ordering hundreds or thousands of printed copies, and then hoarding the unsold inventory in dusty boxes in your garage for the next decade. The new pioneers in on-demand magazine publishing hope to save aspiring publishers from this expensive and cluttered fate. This process enables a wide variety of individuals to enter the magazine market, and might even be a new distribution method for existing publications facing financial difficulties.
Bryan Eisenberg has created a comprehensive reading list for online marketers that looks like a graduate syllabus. His goal is to move beyond today’s simplistic tactical application of basic landing page optimization and testing, to the strategic worldview that conversion optimization should play in an organization.
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