Publications Leaving Print to Go to Digital Are Not "Getting Out of the Buggy Whip Business," Says Author Richard Wanderer

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Richard Wanderer, author of the critically acclaimed novel, The Holiday Party (A Tale of a Corporate Takeover), commented today on an article recently appearing in the Los Angeles Times, "End of an era for Daily Variety," where an observer was quoted in saying, upon the demise of the print edition of the Daily Variety and its move to digital, "They're getting out of the buggy whip business."

Richard Wanderer, author of the critically acclaimed novel, The Holiday Party (A Tale of a Corporate Takeover), http://www.theholidayparty-ataleofacorporatetakeover.com commented today on a recent article appearing in the L.A. Times discussing the demise of the print edition of Daily Variety. Wanderer believes Daily Variety, as a print trade magazine to the unique Hollywood and related entertainment business, faced problems far different than many national consumer magazines are confronted with. However, with the disappearance of regular print editions of national magazines like U.S. News & World Report, and more recently, Newsweek, too many people are quick to comment that the magazine publication business is dying because of the emergence of digital.

In reality, the problem of some national magazines has been their business models which have called for losing money on circulation acquisition - selling subscriptions at bargain rates, in order to build circulations perhaps beyond their natural base size with the expectation of making a profit through the sale of advertising space and subsidiary opportunities. Unfortunately, when the needed advertising doesn't come in and their circulation acquisition is losing money, this is when they can go out of business. The factor of digital is not the major reason this occurs. After all, many successful magazines also have websites of their own that integrate and supplement their print editorial.

According to MPA, The Association of Magazine Media, in its 2012-2013 Magazine media Fact Book in the Why Magazines Section, in the segment entitled, Youth, it states in pertinent part, "Studies also show that the top 25 magazines reach more adults and teens than primetime television." This certainly does not signify that publication reading is a return to something like the horse and buggy days.

In Wanderer's fictional suspense novel, The Holiday Party (A Tale of a Corporate Takeover), one of the characters in his novel, Jeffrey Gladstone, the founder of the fictional magazine, Gladstone Magazine, had the business model that his circulation base must always be profitable to avoid the pitfalls that loss of advertising acquisition can bring. His approach to circulation acquisition was to allow it to build in a natural but profitable fashion.

Richard Wanderer, author, and a member of the California Bar, spent over fifty years working in the advertising sales departments of major national magazines in New York City and Los Angeles. In the 1960s, he actually called on the Real Mad Men of Madison Avenue. His personal experiences and background over many decades has made him an expert in the field of employer/employee relations and the American magazine business.

LA Times article: http://articles.latimes.com/2013/mar/19/business/la-fi-ct-variety-20130319
MPA's Magazine Media Factbook homepage: http:http://www.magazine.org/insights-resources/research-publications/magazine-factbook/2012-2013-magazine-media-factbook

About Richard Wanderer's Novel
Richard Wanderer's fictional suspense novel, The Holiday Party (A Tale of a Corporate Takeover) deals with the takeover of a family owned national magazine, run in an employee friendly manner, by a huge media conglomerate that installs a Draconian thrift regime. His characters and situations are often an amalgamation of scenarios he encountered over the years and his active imagination. His novel has received very strong reviews: Kirkus Reviews calls it, "A sharply observed saga of workplace tyranny"; San Francisco Book Review, "Page-turner", MidwestBook Review, "Highly Recommend"; IndieReader, "Suspenseful"; Bookviews by Alan Caruba, "Leaps off its pages". Its website is http://www.theholidayparty-ataleofacorporatetakeover.com. Its title is The Holiday Party (A Tale of a Corporate Takeover). Published by Two Harbors Press, the novel is in soft cover and also available on Kindle and Nook.

Contact: Patricia O'Brien, St. Bernard Public Relations (818) 986-7777

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