Publisher: "we're going through cataclysmic changes in both publishing and direct marketing"."My prospects, like everyone else's, are inundated in·un·date tr.v. in·un·dat·ed, in·un·dat·ing, in·un·dates 1. To cover with water, especially floodwaters. 2. with oceans of useless information mascarading as 'news you have to have,'" says Richard Kwartler, publisher of The MBA MBA abbr. Master of Business Administration Noun 1. MBA - a master's degree in business Master in Business, Master in Business Administration Letter. "I've been in publishing for about 40 years, and I've never seen anything like this. The so-called online competition is analogous to the al-Qaida network--how do you fight such a now-you-see-them-now-you-don't enemy? "We're going through cataclysmic cat·a·clysm n. 1. A violent upheaval that causes great destruction or brings about a fundamental change. 2. A violent and sudden change in the earth's crust. 3. A devastating flood. changes in both publishing and direct marketing," Kwartler observes. But his response differs from just about every other newsletter publisher we've talked with recently. He refuses to go online. "We pride ourselves on the hard-won, original, proprietary information we come up with through old-fashioned, probing interviews. I'm not going to throw that into cyberspace. Call me an ink-stained wretch, but I love the print medium and my audience of academic and administrative types seems to prefer it, too. "And we're still counting on direct marketing," Kwartler says. "We're not in the mail as often but we're still there. We have to be." Frank speaks frankly Another publisher we spoke with this week, Frank Joseph of Key Communications is most worried about smaller publishers like himself. "Warren and UCG UCG United Church of God UCG Underground Coal Gasification UCG University College Galway UCG Unified Communications Group (Microsoft) UCG Universal Command Guide for Operating Systems (Guy Lotgering book) and Phillips can, as your head in last issue on Warren Communications News had it, 'move from direct mail to direct sales and from print to online publishing.' But the smaller guys--well, frankly I don't know Don't know (DK, DKed) "Don't know the trade." A Street expression used whenever one party lacks knowledge of a trade or receives conflicting instructions from the other party. what the future holds." In addition to his publishing company, Joseph writes direct mail copy for others. "It's been a very slow year for that part of my business. Thank god I have my publications and not just copywriting Copywriting is the process of writing the words that promote a person, business, opinion, or idea. It may be used as plain text, as a radio or television advertisement, or in a variety of other media. gigs." It's our opinion, and that of many other publishers, that it's still too early to draw any firm conclusions about the future of small print newsletters, of direct mail, and of online publishing-not to mention the economy. Keep all options open seems to be the current mantra, giving subscribers what they want in whatever format they request. For their part, many online publishers with no print background are asking us how they can begin to charge money for their otherwise successful newsletters. Competition with uncertain or limited revenues would appear to be limited competition. Kwartler, 79 Verbena verbena, common name for some members of the Verbenaceae, a family of herbs, shrubs, and trees (often climbing forms) of warmer regions of the world. Well-known wild and cultivated members of the family include species of the shrubby Lantana and of Ave., Floral Park Floral Park, village (1990 pop. 15,947), Nassau co., SE N.Y., on Long Island, a residential suburb of New York City; inc. 1908. It has a commercial flower industry. , NY 11001. 516-488-2010, fax 516-488-2025 Joseph. 5617 Warwick Place. Chevy Chase, MD 20815, 301-656-0450, www.fedguide.com |
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