BIG NEWS this week as Ten/Source/Discovery publishing announced they will no longer print or publish 19 automotive magazine titles leaving only 3 of their brands. An era has come to an end since they were the largest conglomerate of automotive publishing in the country.
Many of their titles came from smaller publishers who started the magazines, then later sold them to large companies. This evolution started many years ago with many different factors that killed the passion that many of the original publishers vested into what we read for years.
Many of the titles were started by people who loved the sport and employed many editors who knew the sport and journalism. That all changed when the big companies started to buy the titles and it was managed by bean-counters whose only passion was the dollar.
Sure, modern day electronics was the final blow and I am just as big abuser as anyone since I do everything on my phone, pad and computer. But the final blow was the dollars it takes to produce, fill and sale of the titles. Distribution was a huge problem and many years ago the titles made very little off of newsstand sales. Postal service killed direct subscriptions years ago with again more money being charged for delivery. This was an issue when I worked in publishing back in the 80s.
Next was the paper or lack of which caused shortages and of course higher prices. By then the big companies were starting to take over the titles in the 90s but those were the golden years where the titles made very good money. Before the internet and postal issues after 9/11 along with the bust of 2008 in the market the magazines made very good money.
About 2008 and since then the bean-counters took over and the internet went into full swing with the same coverage with added videos not every month but every day! Tough to compete with instant news, photos, and videos. Yes they claim they are going to media but the passion is gone and this is being managed by bean-counters.
Where are the editors, writers and enthusiasts who originally helped build these titles? Retired, unemployed and many finding other means of work, the number will be large with the dropping of 19 titles! You will see much of the same stories republished from years ago with a few updates. That's right the stories from past issues are the property of the big companies. I have seen a few of my stories republished from 3-5 years ago and they were not even updated.
Who will fill the void? The bean-counter re-published sites?
I think the enthusiasts will see through this pretty quick! What will the companies with products do with their advertising dollars that supported all of these titles? How will they reach their prospect consumers?
I may have some answers that I have been working on for about 3 years since I saw this coming for some while! Reaching the rural market enthusiasts who is still driving and using their vehicles for work, fun and family activities?
See me at PRI booth#1835 Diesel/Truck Motorsports 2020 - still reaching out to enthusiasts through modern technology with old motorsport passion!
Many of their titles came from smaller publishers who started the magazines, then later sold them to large companies. This evolution started many years ago with many different factors that killed the passion that many of the original publishers vested into what we read for years.
Many of the titles were started by people who loved the sport and employed many editors who knew the sport and journalism. That all changed when the big companies started to buy the titles and it was managed by bean-counters whose only passion was the dollar.
Sure, modern day electronics was the final blow and I am just as big abuser as anyone since I do everything on my phone, pad and computer. But the final blow was the dollars it takes to produce, fill and sale of the titles. Distribution was a huge problem and many years ago the titles made very little off of newsstand sales. Postal service killed direct subscriptions years ago with again more money being charged for delivery. This was an issue when I worked in publishing back in the 80s.
Next was the paper or lack of which caused shortages and of course higher prices. By then the big companies were starting to take over the titles in the 90s but those were the golden years where the titles made very good money. Before the internet and postal issues after 9/11 along with the bust of 2008 in the market the magazines made very good money.
About 2008 and since then the bean-counters took over and the internet went into full swing with the same coverage with added videos not every month but every day! Tough to compete with instant news, photos, and videos. Yes they claim they are going to media but the passion is gone and this is being managed by bean-counters.
Where are the editors, writers and enthusiasts who originally helped build these titles? Retired, unemployed and many finding other means of work, the number will be large with the dropping of 19 titles! You will see much of the same stories republished from years ago with a few updates. That's right the stories from past issues are the property of the big companies. I have seen a few of my stories republished from 3-5 years ago and they were not even updated.
Who will fill the void? The bean-counter re-published sites?
I think the enthusiasts will see through this pretty quick! What will the companies with products do with their advertising dollars that supported all of these titles? How will they reach their prospect consumers?
I may have some answers that I have been working on for about 3 years since I saw this coming for some while! Reaching the rural market enthusiasts who is still driving and using their vehicles for work, fun and family activities?
See me at PRI booth#1835 Diesel/Truck Motorsports 2020 - still reaching out to enthusiasts through modern technology with old motorsport passion!
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