Magazines have long been among the most sophisticated users of direct mail (for the very latest look at trends, into both direct mail and email marketing by magazines, along with extensive analysis, see DirectMarketingIQ's just released Magazine Publishing Industry Sector Report). Many fine copywriters and designers cut their teeth on subscription packages and developed giant reputations as a result of their ability to sell subscriptions through this channel.
The dumbest thing I ever did in business was heed the dire warnings of the bloodsuckers I worked for in my early years, who threatened instant dismissal if they caught me moonlighting.
So I didn't moonlight and was fired anyway—often.
These are rough times. And we're all dependent on mediocre, unmotivated co-workers and potentially failing businesses, no matter how superb our own performances.
If you can get something going on the side, for God’s sake do it! This way, if you get
fired laid off, you’re still working.
I stumbled across Randy Cohen’s column in that most dismal and pretentious of publications, The New York Times Magazine. It reminded me of a 1990 series in WHO’S MAILING WHAT! put together by one of America’s greatest freelance copywriters—and a splendid, perpetually upbeat human being—Barbara Harrison.
I hope you find it useful.
On June 6, 2006, I devoted these pages to the tectonic change in the CBS Evening News. The piece was titled “WOMEN TAKE OVER AT LAST! With Couric and Logan on Board at CBS, Maybe the Evening News Will Come Alive.” With CBS paying Couric $15 million a year and spending $2.9 million for a new set, I had high hopes that she and her electric, articulate chief foreign correspondent, Lara Logan, would bury their tedious male competitors. Alas, a year later the program is moribund, with lower ratings than those garnered by temporary anchor Bob Schieffer. In a fascinating 6,300-word analysis of Couric—including