Coverage of the 2005 Folio: Show in New York City

Be a more confident, successful publisher in just five minutes each week!

Breakthrough Internet Strategies for Authors and Publishers
Proven Internet Marketing Sources, Programs and Tactics
Tips and Techniques for Designing More Effective Websites

And get Don Nicholas' valuable, free Special Report: Seven Online Publishing Secrets absolutely free.

Coverage of the 2005 Folio: Show in New York City

By Kim Mateus, Managing Editor Mequoda Daily and Library

This year's Folio: show, held November 1-3 at the New York Hilton, boasted the largest turnout the show has seen in years. Under new management by Red 7 Media, the Folio: show saw a 27 percent increase in paid-registrations and had more exhibitors and speakers than ever before.

An event dedicated to magazine professionals (consumer, B2B, association and independent) it was made clear through casual conversation why most people were there—to learn how to get ahead in this changing media environment. It was also clear that the attendees' experience and opinion of the online world were extremely diverse. While some publishers (and speakers) at the show don't even have websites, some are so innovative they've hired marketing staff experienced in mobile technology as a way to leverage their brand.

This trend was especially noted during Mequoda Group's Don Nicholas and 3 Digit Media's Carla Blanco's management session titled "Built for Innovation: Maintaining an Entrepreneurial Mindset." Fifty people came to this session to understand how they could get ahead of competition by employing new strategies.

When Nicholas asked the group how many of them were generating more than 10 percent of their revenues online, he was pleased to see more than half the room raise their hands. When asked how many were generating more than 20 percent of their revenue online, the number decreased dramatically to about five. When asked who generated more than 30 percent online, only one person raised their hand.

This seemed typical, yet unreflective of the 180 or so case studies we've done at the Library, in which at least a dozen publishers are generating a majority of their revenue online. The difference between the publishers we've profiled and the publishers sitting in that room? The publishers we've profiled (that are growing at rates highly desirable for any business) understand that using the Internet as the hub of their marketing and brand efforts is the key to success.

The companies we've profiled, from big guys like Forbes.com (whose slide presentation at the Folio: show was titled "Forbes.com: NOT THE MAGAZINE ONLINE") to Boston Common Press to AsktheBuilder.com, are all experiencing exponential growth because they understand how to generate revenue online. They realize the Internet is what drives high sales and profit. Companies that are one dimensional in terms of media also tend to be extremely limited in terms of revenue growth.

A Comparison to Note: While a traditional media company may grow at a rate of 20 percent, media companies we've studied who make the Internet the center of their network grow at 75 or 100 percent. (See The Daily Reckoning Internet Strategy Case Study, America's Test Kitchen Media Network Case Study, Forbes Internet Hub Case Study and AsktheBuilder.com Website Strategy Profile.)

What Do We Mean By Generating Online Revenue?

Publishers that are ahead of the class understand that generating revenue online doesn't mean turning your print product into a website or a digital product. Generating revenue online for publishers can be as simple as selling existing print products online—whether it's a magazine, a book, a newsletter or an event. A small percentage of online revenue can come from taking existing content and turning it into membership websites, audio conferences and webinars.

How Folio: Attendees Feel the Trend is Progressing

As noted, there were many publishers in attendance who were there to gain perspective on the new media landscape and how it will affect their publishing enterprise.

When asked by Folio: how magazine professionals can make an impact in this fast-changing media world, Clay Hall, CEO of Aspire Media said, "We are no longer in the magazine publishing business; we're in the content business and the business of audience segmentation and aggregation. What do today's professionals need to do to have an impact? Leverage yesterday's threats into today's opportunities and remain agnostic as to methods of delivery."

When asked by Folio: representatives "What's on Your Mind?" the following publishers shared their opinions.

Robert Fromberg, Vice President, SNAP and Editor-in-Chief, Healthcare Financial Management said, "My job has evolved over the years from editing a magazine to thinking more broadly of creating an experience for people to get information other than pumping out print products. I'm no longer interested in making our news department better, but presenting it in as many different formats as possible."

Barry Lovette, General Manager, Grand View Media Group said, "We have a B2B and enthusiast group; B2B has changed. We've become more electronically-focused, and it's become a new revenue stream for us. In my company, my hands are going in all these different directions. I'm learning everyday."

John Kenney, President and Publisher, HomeWorks Media Group said, "There's been a proliferation of local magazines that have launched in the last year and that's created a more intense landscape for us. We're trying to find new ways to grow the business and leverage the Web to get a strategic advantage."

Trend is Looking Up

As noted in our coverage of the American Magazine Conference, magazine publishers are finally seeing the bigger picture in terms of what the Internet can do for their business. It is our job at the Mequoda Group to track these changes, note these trends and document success stories.

Our congratulations to Tony Silber and team for putting on a great event. We look forward to covering Folio:'s Entrepreneurial Publishing Summit, being held March 27-29, 2006 at the Chicago Westin.

Amazon.com Widgets