These tasks include such things as launching all kinds of media products, from Web sites to custom publishing, virtual events, databases, books, supplements and spinoffs…Afterall, if you’re going to branch out you might as well stick to your core business and who knows what a publisher needs more than a publisher?
This magazine publishing branch-out (or in-house vertical strengthening, as I like to call it) kind of reminds me of what writers (novel writers as well as others) have had to do to break loose from traditional publishing “slush piles” and non-action by learning and taking on more of the tasks performed by publishing houses in the past…This all was made more possible and easier through the new digital technology. Let’s all drink a scotch on the rocks to that!
When Publishers Become Vendors
Back in 2004, the company, which publishes the Central Penn Business Journal, Central Penn Parent, and NJ Biz, launched a new survey, called Best Companies in Pennsylvania. It used an outside survey firm to do the first report. The night the winners were presented was a huge success. “That night,” Schankweiler remembers, “it was loud, and there was a countdown and a lot of excitement. And that’s exactly when we decided to change the company, because we were coming down from the high of the event. We said, ‘Why don’t we take this out into the market and do it as a service to other publishing companies?’ “
Magazine publishers are by nature entrepreneurial types. They like to tinker with their businesses. They’re incessantly launching all kinds of media products, from Web sites to custom publishing, events, databases, books, supplements, spinoffs. But there aren’t a lot like Dave Schankweiler. Most media companies tend to stick to their knitting and limit their creative impulses to media products.
Some companies, though, are transforming themselves into a different kind of hybrid, media companies that have branched out into businesses traditionally occupied by publishing-industry vendors. Gulfstream Media, the Fort Lauderdale, Florida-based regional publisher is one. Gulfstream is the parent company of Magazine Manager, a popular ad-sales management software. UBM’s TechWeb is another. TechWeb created UBM Studios, which develops in-house virtual events for tech publisher UBM as well as for external clients.