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Friday, September 24th, 1999 Media Cynic | Forum | Advertising | Classifieds | Jobs Survey Finds Custom Publishing Industry Topping $1 Billion In Revenues A new survey on custom publishing shows $1 billion in client revenues, and nearly $700 million from third-party advertisers. The survey, conducted by Wilkofsky Gruen Associates, indicates that more than half of custom publishers have entered the industry since 1990 and nearly a quarter have been in it only since 1995 suggesting a rapid growth industry. The wide-ranging survey was commissioned by the Custom Publishing Council (CPC), a committee of the Magazine Publishers of America (MPA). "Despite the fact that custom publishing has been around for a while, the industry is propelled by new blood," said David Wilkofsky, who heads the research firm of media consultants and economists. The study found that magazines are, by far, the biggest recipients of both client revenues ($655 million) and third-party advertising ($640 million). Newsletters ($110 m), brochures ($95 m) and videos ($48 m) are the next three custom published products that are included in the $1 billion revenue total, based on revenue expenditures. "As more and more marketers recognize the value of custom publishing, this industry will continue experiencing explosive growth," noted Simon Kelly, President, Fluent Communications, and co-chair, CPC. "The growth of custom publishing mirrors the industry's recognition and acceptance of one-to-one relationship marketing, which was formulated in the early 1990s to increase brand loyalty and is conventional wisdom today." Ellen Romanow, Senior Vice President/General Manager of custom publishing for CIO Magazine, and co-chair, CPC, sites several factors that have led to the tremendous growth that has brought $1 billion in revenues. "More sophisticated database management, anticipated consumer expectations, and the success of one-to-one marketing have propelled marketers into this field," noted Romanow. The Wilkofsky Gruen survey found that no large companies dominate the custom publishing market. Some companies generate annual revenues of more than $10 million, but the industry average is about $5 million. The custom publishing industry is comprised of three distinct types of companies: 1) independent custom publishers engaged solely in custom publishing magazines for clients; 2) independent publishers that produce both traditional magazines as well as custom publications (the smallest classification of custom publishers); and 3) larger companies that are primarily engaged in traditional magazine publishing but also produce custom publications. The Custom Publishing Council is a committee of the Magazine Publishers of America with over 30 members from both traditional and independent companies. Founded in 1998, the CPC serves as a focal point for the industry, disseminating industry information through print materials and its website The Magazine Publishers of America is the industry association for the consumer magazine business. Established in 1919, the MPA represents more than 220 domestic publishing companies with approximately 1,200 titles. Staffed by magazine industry specialists, the MPA is headquartered in New York City, with an office of government affairs based in Washington, D.C. Parachute Publishing Acquires Publishing Rights to Spelling Television's Hit Series Charmed Parachute Publishing, L.L.C. has acquired publishing rights from Hamilton Projects for Charmed, the hit Spelling Television series that airs on The WB network, it was jointly announced by Joan Waricha and Jane Stine, Co-Chairwomen of Parachute Publishing and Debra Joester, President of Hamilton Projects, Inc. Spelling Television and Hamilton Projects are both subsidiaries of Spelling Entertainment Group Inc. Parachute has licensed the rights for a six-book publishing program to Pocket Pulse, the new Pocket Books imprint for teens. In November 1999, the first book from the Charmed series will be an expanded novelization of the show's dramatic pilot episode. Subsequent books planned for bi-monthly release will comprise original stories based upon the characters from the television series. Charmed books will tell the story of Prue, Piper and Phoebe Halliwell, three seemingly normal sisters who discover they are witches with special powers! Prue has the ability to move objects with her mind, Piper can stop time, and Phoebe can see glimpses of the future. Inherited along with their powers is the ``Book of Shadows,'' a tome containing history and spells transcribed by Halliwells from past generations. Living together in their grandmother's house in San Francisco, the Halliwell sisters discover the excitement and mystery as they uncover their heritage, discover their hopes for the future and attempt to lead everyday lives. The highest-rated new series on The WB during the 1998/99 season, Charmed stars Shannen Doherty (Beverly Hills, 90210), Alyssa Milano (Melrose Place, Who's the Boss), and Holly Marie Combs (Picket Fences). The series has just been renewed for a full second season (1999-2000) and will air Thursday nights at 9:00 p.m. on The WB. ``With its built-in audience and unique, supernatural story themes, Charmed has all the elements for a successful teen publishing program,'' said Waricha. ``I am pleased to be working with such top-notch partners as Spelling Television, Pocket Books and Hamilton Projects on this exciting new book series.'' ``Charmed, a much sought-after property, is a wonderful addition to our best-selling media tie-in program,'' commented Nancy Pines, Vice President and Publisher of books for young readers at Pocket Books. ``It is the perfect fit for Pocket Pulse, our new teen imprint.'' Macmillan USA Announces New Caldera Press Imprint Macmillan USA, home of Que Publishing, and Caldera Systems, Inc., a developer of Linux technology, have united to form Caldera Press. The new imprint, to debut in October, will create Linux for Business products. Que will leverage Caldera's knowledge of Linux to produce products for Que's Linux audience. The first Caldera Press title, due to publish in October, is OpenLinux Installation & Configuration Handbook. More books from this imprint will follow early next year. "This relationship was formed first and foremost to support Caldera's users," said Don Fowley, Vice President and Director of Online Content at Macmillan. "Macmillan's unsurpassed ability to help make a user's experience with technology a satisfying and productive one will support Caldera's efforts to make their Linux product line the operating system of choice for business users." Windows NT Systems Appoints New Editor-in-Chief Rich Castagna has been appointed Editor-in-Chief of Miller Freeman, Inc.'s Windows NT Systems magazine, a publication dedicated to the management and administration of Windows NT/Windows 2000. Castagna will focus on leading the publication in its transition to include coverage of the Windows 2000 family of products as Microsoft makes them available to the business community. The appointment, effective September 1, was announced by Katie Brennan, VP/Group Publisher. A computer journalist for nine years, Castagna most recently served as Senior Editor of Windows Magazine, responsible for feature stories, columns, and product reviews. Before joining Windows Magazine, Castagna was Technical Editor and Senior Editor at PC Sources Magazine, with a variety of responsibilities that eventually entailed overseeing all sections of the publication. "We are very enthusiastic about the addition of Rich Castagna to the WNTS team," noted Brennan. "His long experience in technology coupled with his deep understanding of Microsoft strategy and the Windows product line make him the ideal leader for our editorial team." Rona Cherry Named Editor-in-chief, Golf Digest Woman The New York Times Company Magazine Group has announced that Rona Cherry has been named Editor-in-Chief of Golf Digest Woman and Vice President of New Magazine Development. The announcement was made by Vice President and Editorial Director Jerry Tarde, to whom Ms. Cherry will report. "We're fortunate to have Rona Cherry take the lead in this exciting new venture," said Tarde. "Creating a Golf Digest exclusively for the emerging women's market is one of the great opportunities in publishing today. And Rona is exactly the right editor to do it. She understands women's magazines the way Golf Digest knows golf--it's an unbeatable combination." "It's an exciting opportunity to reach active, intelligent, upscale women," said Cherry. "Our goal is to help these women celebrate who they are, and the lives they lead, through their love of golf." In recent months, Cherry has been consulting with the Magazine Group in the role of Editorial Director for the new Golf Digest Woman prototype issue, due out this month. The new Golf Digest Woman will debut next April, with four issues planned for 2000, increasing in frequency in successive years. It will be launched as a supplement to Golf Digest, polybagged to 250,000 women subscribers. Prior to joining the Magazine Group, Cherry served as President of L&R Media Group, Inc., a firm developing products and services for mid-life women. Earlier she developed and managed two magazines--Longevity and Fitness (formerly a publication of The New York Times Company), and served as Vice President/New Magazine Development for General Media Inc., Longevity magazine's corporate owner. Susan Janus Named Publisher of MacAddict Magazine MacAddict magazine has announced the hire of Susan Janus for the position of publisher. Janus makes her move to MacAddict with an extensive career in the Macintosh market. Her passion for the Mac was most recently expressed in her role as executive editor at now defunct MacUser magazine. It was at MacUser that Janus worked with her publisher predecessor, Cheryl England. "MacAddict has been my baby for three years, so I couldn't let it fall into the hands of just anyone," states Cheryl England, now President of Imagine Media's Computing Division. "Susan's passion for the platform, the community, and publishing are an unbelievable fit for MacAddict. It's a real score for us to have her on board." "I can't believe how lucky I am to be a part of the amazing MacAddict success story and I am really looking forward to helping to write the next chapter," exclaims Janus. "This is an outstanding time for the Mac market and there is really no other Mac publication that serves the community with the passion and commitment that MacAddict does. I am truly proud to be here!" TBWT Appoints Herb Boyd as National Editor Veteran journalist and award-winning author Herb Boyd has been appointed to the post of National Editor of The Black World Today (TBWT), announced Don Rojas, founder and CEO of TBWT. Before the appointment, Boyd had served as acting editor and was among the founders of the online publication. "We have been hoping for the opportunity to employ Herb in a full-time position since our inception," Rojas said. "Now, with our revenue situation substantially improved, we are excited to offer the position to him. He is eminently qualified to assume this responsibility and given his experience and contacts our brand name recognition will get a significant boost." Boyd's responsibilities will be to oversee and coordinate the site's national exposure, manage a team of emerging writers and correspondents, and develop bureaus in major cities throughout the nation. "Obviously I am quite delighted to join TBWT in an official capacity after working in a part-time basis since 1996," Boyd said. "It's a marvelous opportunity and it will give me a chance to organize a team of writers and assistant editors. While I cherish this appointment, it should also open up opportunities for a number of struggling writers who have no forums for their stories." As a journalist, Boyd's articles have appeared in practically every major African American publication, including Emerge, Essence, Ebony Man, Amsterdam News, Black Elegance, Network Journal, The Source, Code, and the Black Scholar. With Robert Allen, he co-edited Brotherman-The Odyssey of Black Men in America, which was the recipient of the American Book Award in 1995. He has authored and edited 10 books and is currently completing Autobiography of a People-Three Centuries of African American History Told by Those Who Lived It (Doubleday, 2000). Boyd also teaches at the College of New Rochelle (Manhattan) and New York University. New Online Reading Incentive Program Challenges Students This Fall Book Adventure, a free online reading incentive program with over 60,000 registered users, challenges students to read and understand more with the Book Bonanza reading contest. At Book Adventure, children (K-8) create personalized books lists from over 4,000 recommended titles, take quizzes on the books they've read at school or at home, and earn prizes for understanding the books they have read. Book Adventure is a non-profit initiative initially funded by the Sylvan Learning Foundation. It is designed to motivate students to read more often, for longer periods of time and with greater understanding. The first 207 students who get a perfect score on the most books at or above their grade will win the spectacular Book Bonanza prizes. Two grand-prize winners will be on their way to Space Camp or Parent/Child Space Camp. Five second-place winners will receive $1,000 gift certificates to Staples and 200 third-place winners will receive $100 U.S. Savings Bonds. Winners of the Book Adventure Book Bonanza will be announced during National Children's Book Week in November 1999. "Motivation and encouragement are key to reading success," said Douglas Becker, president of Sylvan Learning Foundation. "We are delighted Book Adventure can provide readers with such great incentives through the national Book Bonanza contest. Already, just four months after Book Adventure's launch, we have over 60,000 registered users and 125,000 completed quizzes - a number we hope will increase by hundreds of thousands of readers in the coming months!" Fawcette Technical Publications Acquires Visual C++ Developers Journal Fawcette Technical Publications (FTP) has announced the acquisition of Visual C++ Developers Journal and Visual C++ Developers Conference (VCDC), extending the FTP family of technical publications and conferences. FTP is also integrating VCDJ.com, an independent website for Visual C++ programmers, into The Development Exchange, a Web resource for IT professional developers. FTP acquired the products from TPD Publishing, Inc. located in Seattle, Washington. Visual C++ Developers Journal (VCDJ), launched in June 1998, provides advice and perspective to professional Windows programmers. It features regular columns by leading Visual C++ and COM experts and analyses of trends and technology. VCDC, launched in July 1996, is now presented worldwide with conferences in the United States, Europe, and Japan. The next VCDC conference will take place in Anaheim, California on November 1 - 3, 1999. "With the acquisition of the Visual C++ information business, FTP becomes the leading publisher of technical information for technical professionals using the three major business development languages: Visual Basic, Java and now C/C++" stated Patricia Cameron Loyd, Chief Operating Officer for FTP. "From day one, our goal has been to provide IT developers with tools and information to help them get the job done better and faster. We have now rounded out our product offerings to more fully meet the development community's information needs". American Psychological Association Consumer Help Center Receives Website Awards The American Psychological Association's (APA) Consumer Help Center website, recently received two "Gold Awards" from the Health Information Resource Center, which recognizes the world's best health information being published on the Internet. Other award winners include American Lung Association, American Nurses Association, American Red Cross, and drkoop.com. The APA Help Center, which was redesigned in early 1999, offers facts, tips and information on psychology in daily life, how therapy helps, as well as how to go about finding help for life's problems. Specifically, the website includes information about coping with job insecurity and workplace stress; family situations such as warning signs of youth violence or caring for elderly parents; and the mind-body connection, including coping with life-threatening or chronic illnesses. Currently, the Help Center's most popular resource is the Warning Signs guide, which helps young people recognize when a classmate or friend might be a potential danger to themselves or others and how to cope with anger. The Warning Signs guide is also available as a printed brochure and can be obtained by calling 800-268-0078. The American Psychological Association (APA), located in Washington, DC, is the largest scientific and professional organization representing psychology in the United States and is the world's largest association of psychologists. APA's membership includes more than 159,000 researchers, educators, clinicians, consultants and students. Around the Web Authors Debate Their Luck in Hollywood Fox News Behind the Bestsellers PublishersWeekly Financial Times, Christian Science Monitor Team Up AP Hachette Filipacchi to Buy Rest of 'George' Media Central Honolulu Star-Bulletin Closing at End of October AP IBS, Hearst-Argyle Creat TV-Web Network Editor & Publisher SESAC Honors Country Writers, Publishers Excite Stephen King Has Van That Hit Him Boston Globe 'Tis Hard to Follow a Great First Book BookWire 'Village Voice' Net-Bound? Industry Standard Village Voice Sale May Make $250m The Times Who Will Be the Next Primedia CEO? 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