FOLIO: COVER STORY MAGAZINE ith today’s struggling economy, magazine publishers are trying to do more with less while their businesses change dramatically—two facts that take their toll on those who work hard to keep these businesses run- ning and thriving. But with these new frontiers that publishers are com- pelled to embark on come bright spots for those working in—or looking to enter—the industry. New jobs emerge, old jobs become fresh, and opportunities arise for individuals with unique talents and skills. Here, FOLIO: takes a look at the current state of magazine-industry jobs—at hir- ing trends, compensation levels, new jobs JOB emerging, the positions and skill sets in highest demand, the jobs becoming obso- lete or changing most drastically, recruiting approaches, and everything related to the most vital resource a magazine business has—its staff. From hiring trends to sala- ries, and from advancement opportunities to the very real threat of outsourcing.

by Matt Kinsman and Joanna Pettas REPOR2008T

30 FOLIO: March 2008 | foliomag.com foliomag.com | March 2008 FOLIO: 31 Chart 1 Chart 1 Chart 2 Chart 4 Chart 2 Chart 4 59% 60 60 56% 55% 51% 59% 60 47% 60 56% 5051% 42% 50 55% 50 40 47% 35% 50 40 42% 30% 29% 40 30 35% 40 30 25% 25% 30% 29% 20% 20% 18% 17% Chart 1 30 20 15% 13% 30 20 25% 25% 11% 10% 20% 20% 18% 20 10 15% 20 10 17% 4% 4% Chart 2 13% 11% 10% Chart 4 1% 10 0 10 0 4% 4% 1% 59% 600 0 60 56% Chart51% 3 55% 50 47% 50 Chart50 3 42% 40 42% 35% 40 Chart 6 Chart 7 50 40 37% 30% 29% 30 42% Chart30 6 Chart25% 7 25% 37% 40 30 20% 20% 18% 17% 20 22% 15% 13% 20 30 19% 19% 11% 10% 1020 15% 10 4% 4% 22% 19% 19% 1% 20 0 15% 7% 7% 0 10 6% 5% 5% 4% 4% 10 7% 7% 6% Chart0 3 5% 5% 4% 4% 0 50 42% Chart 6 Chart 7 40 37%

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No fear of losing job new people in each new market. But 12% 88%20 0 20 17% issue to bed, Time Inc. announced broaden and employees gain mar- ation,” he says. 100 president and CEO F. Blair Schmidt-78% 12% 20 83% 85% 88% 080 74% that it will cut around 100 jobs in ketable experience well beyond the Dick Ryan, president and CEO of 79% Fellner says69% he’s expecting a challeng- 72% 0 80 74% 80 75% 74% 70% the first quarter, affecting positions printed page. But the ability to do so ZweigWhite, has a similar perspec- 0ing year with magazines in the real 0 65% “across a variety of functions and geo- may be getting tougher and tougher, tive: “We can’t have enough editors, estate60 space, and is budgeting “just 61% 60 60 graphic areas,” according to a Time as publishers look to spread the extra analysts and research associates on Chart 1/23 a couple hundred thousand dollars” Chart 23/28 Inc. spokesperson. work around to current staff instead staff because we generate all our own 40 Chart 1/23 for new hires in 2008. Chart 23/28 It was another stark reminder of of new hires. “We’re not adding a lot content.” But ZweigWhite is some- 25% 26% 21% “Like40 everyone else, we’ve grown 39% 100 15% 31% 80 28% 40 35% the precarious nature of magazine of bodies, we are doing all this with what unique in that 80 percent of its 20 12% a bunch with the Internet,”26%71% says 30% 100 85% 82% 80 70 22% 68% 26% industry employment. In January, existing staff,” says Kaplan. Even with revenue comes from subscription and 75% Schmidt-Fellner. “We have71% a full- 61% 64% 0 85%80 71% 74%20 68% 58% 58% 57% 17% McGraw-Hill cut 3 percent of its print, “We try to get fewer people research report sales. Only two out of Business-to- Mass/66% Special Interest70% Association68% City82% or Regional blown consumer site, not70 just60 b-to-b. 12% 64%20 75% 74% 50% 50% 61% 53% Business80 Consumer 71% 70% 60% 58% 58% 47% 57% workforce, or 611 jobs (observers say touching the page without affecting the company’s 75 employees are in 60 66% 68% We focus on search engine60 50optimiza- 53% 43% Source: FOLIO: Job Satisfaction Survey 50% 50% 42% 42% that move was due more to a volatile advertising sales—a burgeoning field 60% tion and0 things that may50 not40 be a b- 39% 36% 47% 60 40% 32% 42% 42% 0 43% subprime market hitting its financial In your opinion, what areas is your for lots of companies today. 40 34% to-b concern and that takes up some29% 39% 29% 30% 32% 40% 40 30 36% services business and a declining company emphasizing for growth? National Geographic’s Malley ex- Sylvia Lewis, director of publi- hiring in the area of 25% digital for the positions.26% We will hire fewer 29% people 32% 40 34% 30% 32% 18% 30 20 stock price than the performance of pects sales to be a hiring hot spot this cations at the 20 American15% Planning29% past 18 months and25% plan to contin- in26% ’08. We still have a couple Internet PRINT ...... 34% Chart 1/23 Chart 23/28 its information and media division. year. She says she’d also love to hire Association, says, 15% “Planning keeps ue,” says president and COO18% Peggy positions to fill, and we20 do 10 ONLINE ...... 88% 20 However, that’s small comfort if you a strategic marketing director to fo- on pumping out0 more pages, but Walker. “We are hiring Web develop- a lot of it with consultants.10 0 EVENTS ...... 37% “We don’t were one of the 611). cus on creative solutions for clients only100 once in0 the past seven years ers, digital sales, e-product manage- We’ve been cutting way0 80 85% hire editors71% 68% Despite the gloomy scenarios, job In your opinion, what areas of your that move beyond advertorials to be have we added more staff.” She ment and Web editors. Positions82% that back on pre-press—we 70 64% 80 71% 75% 74% anymore, 61% 58% 58% security was just the third largest job- company are doing the most hiring? more like “complex units,” with sev- says the magazine66% will soon need70% are becoming68% obsolete are print-cen- have close to 400 people at 60 57% we hire 50% 50% 53% related concern for respondents to a eral components like wall maps and more editorial help but doesn’t expect tric—whether in editorial, sales or 60%au- two printing plants, and 50 47% PRINT ...... 24% 60 42% 42% 43% recent survey of FOLIO: readers con- pull-out inserts. Ideally, she’d like to to get funding for a full-time staffer dience development. The skills we are we print millions and mil- content 39% ONLINE ...... 53% 40% 40 36% ducted last month (for the methodolo- see this develop into something like and will probably outsource. looking for include those inherent in lions of these magazines, strategists”29% 32% EVENTS ...... 13% 40 34% 30% 32% 30 gy, see page 34), after a desire for more a small agency within the depart- NewBay Media is focused 29%on rev- the positions mentioned25% plus smart, and every26% year there DATA ...... 8% pay and the number one concern, an ment, organized by categories such enue people.15% “We’re looking for in- agile, flexible, creative and entrepre18% - seems to be more systems 20 OTHER ...... 25% 20 ever-increasing workload. While 81 as technology, electronics, imaging, dividuals who can generate revenue neurial.” that allow you to touch 10 percent of the respondents said they and so on. and0 have diverse experience in mul- Enthusiast publisher Future US the paper less and be less 0 do not fear losing their job within the the quality and making it as good as Gary Rubin, chief publishing offi- timedia,” says CEO Steve Palm. “The is adding to online and senior man- involved in the actual pro- next year, 31 percent of respondents or better than ever,” Kaplan adds. cer of the Society for Human Resource person who will have a difficult time agement. “We are actively recruiting. duction process.” Jack Griffin said their company was downsized in Hearst is not alone in this mental- Management, says his organization moving forward is just a print-seller We’re placing a job right now for an Sales and marketing President, Meredith Publishing the past year. With rising costs and the ity. “It is more a matter of thinking has added approximately eight posi- or someone who can’t handle multiple online person and we’re looking out- positions are the primary threat of recession looming, publish- about how to get things done versus tions to its Web staff alone. “Web is offerings and closes simultaneously. side the traditional circulation market focus right now for con- ers want to stay as lean as possible. bringing in more people,” says Clau- where the future is,” he says, “and we Those times are gone, although there for that role,” says COO Tom Valen- sumer luxe publisher CurtCo. “We Hiring is likely to be very selective go- dia Malley, publisher of National Geo- need to be sure we are staffed appro- are a lot of people who still haven’t tino. “The recent hiring we’ve done scaled up toward the end of last year,” ing forward, with some departments graphic. However, this mindset affects priately.” He expects to do even more embraced online or events.” is in a senior capacity. We’ve hired says group publisher David Arnold. that affect the bottom line, like cir- some disciplines more than others. Web hiring in 2008. Palm says he’s satisfied with the an events director who in turn hired “We’re hopeful that if this year con- culation and production, losing staff “The jobs that are going away are Sales and online project manage- current levels of edit and IT staffers at a couple more event people to extend tinues as it started, we’ll be able to while others, like sales and online jobs in production,” says Henry Dona- ment are the top jobs to be filled at his company and has no plans to ex- that into a proper business. If you look add a couple people, probably one on that bring in revenue, gain. hue, Discover Media’s CEO. “Now Interweave, a division of Aspire Me- pand in 2008. “We’re pretty lean, ev- through the list of jobs we’re recruit- the marketing side and one in sales.” In the survey of FOLIO: readers, 53 service providers are taking on ser- dia, according to Aaron Wilmot, the eryone has a role. I do think less about ing for, you’re not seeing many in the percent said their company was doing vices to differentiate themselves and company’s HR director. positions and more about individuals. traditional print area.” EUPHEMISMS OR the majority of their hiring in the on- you can shift lots of responsibilities Still, some are holding back in We’re looking for people with a multi- Hanley Wood is investing in digi- NEW POSITIONS? line department, compared to 24 per- from the production department to 2008, especially in light of economic media focus, who are able to handle a tal, including $2 million in personnel For the most part, no particular jobs cent who identified print as receiving the vendor.” concerns. “There’s been a downturn lot of different closes, a lot of different and an additional $5 million in Cap are becoming obsolete—but dated job the most hires. Similarly, 88 percent Donahue adds finance to the list in the construction market,” says media types. If we find those people, Ex, even as CEO Frank Anton admits descriptions are. of the respondents say their company of departments seeing contraction as Ryan. “We will be cautious with re- the good news is they are able to do a his company is getting “hammered” During his keynote presentation is emphasizing online for growth, as companies look to cut overhead and spect to hiring at the same pace as lot of heavy lifting for us.” by the current downturn. at the FOLIO: Publishing Summit last opposed to 34 percent who said print cost. On the flip side, Donahue says last year at this time. We got in front Business-to-business publisher Vance Endurance Business Media offers month, Meredith Publishing’s Jack was the main growth vehicle. he did a great deal of hiring in 2007 of the curve and had to react as the Publishing is focused on a digital franchises—of its 360 magazines, 320 Griffin said, “We don’t hire editors Eliot Kaplan, editorial talent direc- and expects it to continue in 2008— market turned.” push. “We have been expanding our are franchises. As the franchises ex- anymore, we hire content strategists.”

32 FOLIO: March 2008 | foliomag.com foliomag.com | March 2008 FOLIO: 33 That comment spawned a wave think the traditional publisher’s role are experiencing an opposite trend. “We have been thy, who formerly served as director Which most closely of vehement protests at Foliomag. is kind of disappearing,” president “We have been shifting our staffing shifting our staffing of business development with direct com, as many editors expressed their Neil Perlman said at the time. strategy from hiring Web generalists strategy from hiring marketing services company Parady- describes your view of objection to what they perceived as a to increasing levels of specialization,” Web generalists to szMatera. “In traditional circulation the future of print magazines? cheapening of the editorial role with JOBS AREN’T BECOMING says Rubin. marketing, there are still a lot of areas OBSOLETE BUT SOME PEOPLE ARE increasing levels of a euphemism. Others think the de- Some of the new jobs emerging where specialized skills are necessary Corporate Management bate over job titles misses the point. On the whole, employees are being are for back-end technology creation specialization.” to expand. One is search engine mar- As useful as ever 41% “Perhaps everybody here should fo- asked to do much more than in the and management. Many large pub- Gary Rubin keting. It’s very easy to get started Chief Publishing Officer, Nichified 58% cus more on delivering content that’s past. Sixty-four percent of respon- lishers, including Hearst, have hired Society for Human Resource Management with something like Google but to re- Cease to exist 1% exactly what the consumer demands dents to FOLIO:’s survey say increased Flash developers. ZweigWhite hired ally optimize your pay-per-click cam- rather than worry about what astute workload is the biggest change in Web designers for its online store and paigns you either need somebody Sales Chart 1 title you’re assigned for your work,” their responsibilities, as opposed to training seminars. At other compa- art and production jobs are merg- internally who can dedicate a lot of wrote one reader. 27 percent who cited more online/ nies, back-end support is outsourced, ing—job responsibilities grow and time to that or outsource to an agency As useful as ever 32% Chart 2 Chart 4 However, the fact is, job de- which means it’s increasingly im- overlap, requiring art and production that can really monitor this. It’s be- Nichified 67% scriptions are 59%changing and they portant for employees to under- staff to acquire new skills. yond the scope of traditional circula- Cease to exist 1% 60 60 56% 55% Does your company provide you 51% 50 47% reflect 50 a multimedia approach. stand how to work with technol- SHRM has created some unusual tion roles but at same time it’s a direct 42% with opportunities for growth? Design 40 35% Former40 Time Out New York editor ogy-providing vendors. new Web positions, including Web response tool to drive individual sub- 30% 29% 30 Brian 30 Farnham recently resur25%- 25% Other jobs are related to con- metrics analysts, a Web communi- scriptions and sales. It requires some As useful as ever 30% 20% 20% 20 15% faced on20 LinkedIn, looking for 18% 17% tent planning and creation. The ties manager, a multimedia producer skills that aren’t inherent in more tra- Nichified 66% 13% 11% 10% YES NO 10 possible10 candidates for a “pro- Society for Human Resource for video and audio, and a person to ditional circulation jobs.” Cease to exist 4% 4% 4% 1% 0 duction0 manager” position at 71% 29% Management hired a Web pro- manage e-commerce initiatives such Michael Sheehy, director of circu- his online news and information ducer for audio and video. Make as an online shopping cart that allows lation at Wenner Media, says, “Jobs in Editorial Chart 3 startup Polar News. The position How many hours of job-related training magazine even hired a Flickr users to sign in and purchase multiple circulation are more focused on creat- As useful as ever 39% 50 42% seems to combine editorial,Chart 6 mar- have you hadChart in7 the last 12 months? photo pool curator to manage the products, according to Rubin. ing sales now. New circulation jobs Nichified 59% 37% 40 keting and circulation responsi- More than 40 frequency and quality of photos ZweigWhite hired a Web designer emphasize creating new programs, Cease to exist 3% 30 bilities and the job description on its site. Make hired Collin Cun- for a similar venture—an Amazon- new strategic partnerships, figur- 22% 6% 19% 19% says, “This person will OWN a ningham in January—described inspired intuitive bookstore that sug- ing out how to fulfill, renew and bill 20 15% 11-40 Production specific vertical in a new online by senior editor Phillip Torrone gests related products. “It requires a these new kinds of orders and how 10 7% 7% 6% 5% 5% 24% As useful as ever 29% 4% news4% and information site—con- Less as an “artist, musician and maker different type of Web designer than to compare P and Ls.” According to 0 than 10 Nichified 62% ception, development, execution, fascinated by the realms of sound the typical role,” says Ryan. His Sheehy, everyone in the department 70% Cease to Exist 10% reporting, and measurement.” and vision”—to sift through the company also hired a designer for its needs to understand the fulfillment, Source: FOLIO: Job Government Comput- Last year, Satisfaction Survey astounding number of photos online training platform, which con- finances, billing and renewals, ABC Circulation er News editorial director Wyatt submitted to the Make Flickr sists of 60 to 70 seminars and 60 to 75 compliance, and legal implications of As useful as ever 27% Kash gave FOLIO: his wish list for photo pool and update the maga- Webinars. the programs they work on. Nichified 68% Chart 22 new positions he’d like to see to help new-media related tasks. “No jobs are zine’s Web site each day with the best A relatively new position at Tech- While for some, like William Chart 28 Chart 21 accelerateChart online 24 growth, includingChart 25becoming obsolete—justChart 26 individu- ones. Make associate publisher Dan Target is vice president of social Pecover, CEO of Haymarket Media, Cease to exist 5% online graphic designer, multimedia als that don’t contribute at the level Woods says this position was created media, a post held by Sean Brooks. “increasing online skills sets across all 43% 26% asset manager,5% metrics analyst, and we need them to,” says Rubin. He not to raise the frequency of photos Creating such a high level position functions is such an obvious require- Events 41% community editor.10% “My sense is we’re says editors22% need to be much more submitted on the site but rather to focused on social media indicates ment it barely merits mentioning,” As useful as ever 18% 7% leaving new products16% on the table be- “platform22% agnostic,” with a mindset raise the quality—another sign that that the company is taking social me- others have some distance to go to Nichified 82% cause we aren’t seeing17% how it can be focused15% on telling stories in multiple it’s not just about having multimedia dia seriously. catch up to the curve. Cease to exist NA 3% used,” said Kash.15% 6% forms rather than just on editing or features but having ones that truly Future US recently named Richard Robert Fromberg, editor-in-chief 6% The pure-play ad salesperson38% is 9%producing text. enhance the value of your offerings. McCarthy as director of consumer at the Healthcare Financial Manage- Finance one of the most obvious changes. “There’s more of a melding of Meanwhile, according to Kaplan, marketing, a position the company ment Association (HFMA), says the As useful as ever 10% 0 10 20 30 40 50 0 5 10 15 20 25 30 35 40 0 5 10 15 20 25 30 “Salespeople need to be much more jobs,” says Kaplan at Hearst. “There’s says “redefines the role of the tradi- most important new employee for a Nichified 70% creative,” says National Geographic’s a moving away from bifurcated, ‘I just METHODOLOGY tional magazine circulation director.” lot of associations is someone who can Chart 18 Chart 19 Cease to exist 20% Malley. “They’re not just selling pages do this’ or ‘I just do that.’ It’s more The survey sample of 12,270 was selected by FOLIO: “With my role, we expand beyond the bring editing and writing expertise Chart 23 but programs.” hands-on across titles and multime- from Folio:’s domestic circulation. Data was collect- traditional subscription and news- usually associated with print to elec- ed via an email survey from February 4 to February E-media In April 2007, Entrepreneur Media dia platforms. The days of the pure stand-only model to new products tronic channels, someone who make a 19% 7, 2008. The survey was closed for tabulation with As useful as ever 7% eliminated its print publisher posi- editorial assistant who just Xeroxes 885 usable responses, a 7% response rate. Margin that leverage the existing audience content plan for online and knows the 9% Nichified 73% 40% tion, replacing it with34% two new vice and fetches coffee are gone.” of error for percentages based on 885 usable re- but outside traditional functions of the “e-versions of features, front of book, 4% Cease to exist 20% presidents of integrated sales. “We For some publishers, online jobs sponses is 3.2% at the 95% confidence level. circulation department,” says McCar- and back of book” items. Fromberg 25% 20% 61% 7% 39% 5% 20% 0 5 10 15 20 25 30 35 40 0 10 20 30 40 50 60 70 1% 34 FOLIO: March 2008 | foliomag.com foliomag.com | March 2008 FOLIO: 35 1% 2% 11% Chart 20 Chart 9/1 Chart 13 Chart 14 0 5 10 15 20 25 79% 80 70 Chart 8 61% 64% 60 50 12% 39% 23% 40 33% 13% 30 21% 20 18% 0 10 20 30 40 50 60 70 10 0 37% Chart 8/9

0 5 10 15 20 25 30 35 40 Chart 15 80 76% 71% Chart 27 70 67% 63% 39% 60 47% 40 35% 50 18% 30 26% 40 37% 19% 20 33% 30 29% 10% 10 24% 20 6% 0 10 0 10 20 30 40 50 0 Chart 12/27 Chart 1/27 Chart 9/27 100 88% 100 100 78% 83% 85% 88% 80 74% 79% 69% 72% 80 74% 80 75% 74% 70% 65% 60 61% 60 60 40 26% 40 39% 25% 21% 31% 40 35% 20 15% 12% 26% 28% 30% 22% 26% 0 20 12% 20 17%

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100 80 71% 85% 82% 70 68% 75% 61% 64% 80 71% 70% 74% 58% 58% 57% 66% 68% 60 53% 60% 50% 50% 47% 60 50 43% 39% 42% 42% 40% 40 36% 29% 32% 40 34% 30% 32% 30 29% 25% 26% 20 20 15% 18% 10 0 0 sees this position as a Web-focused The recent acquisition of new use them but to use them well. pressure on salaries but nothing close Craig’s List is a deplorable re- Has your company been managing editor or editor-in-chief. media publisher FierceMarkets by Some departments like circula- downsized during the past year? to the kind of inflationary situation source, according to ZweigWhite’s Another increasingly valuable Questex Media was cited as a way to tion, he says, get less formal training we saw three or five years ago. It’s Ryan. “Resumes from Craig’s List position he sees in the association gain faster digital revenue for Questex because things have evolved more YES NO challenging to find people with mul- make my skin crawl. Some have world—which is seemingly true and international expansion for Fierce- slowly, and also because the organi- tiplatform experience. On the event worked out but many have been across the board—is someone to write Markets. However, some observers zation’s printer is held accountable to 31% 69% side it’s a little easier, it’s just a ques- unmitigated disasters,” he says. For sponsor-supported content. think the real reason behind the move help educate staff. Do you fear losing your tion of whether those people want to entry level positions, however, he ad- At Hearst, several new jobs—in- was to add online expertise into the At Texas Monthly, bringing on a job within the next year? bring their skill set to the magazine mits it can be useful, as people under cluding photographers, managers mix. “My dislike of e-mail newslet- new Web editor helped transition the world. With a choice of hiring a Web the age of 30 are relying on social sites and assistants, according to Ka- ters doesn’t change the fact that I like rest of the team to an online mentality. YES NO skill set or luxury experience, we go such as Craig’s List and even Face- plan—emerged when the company the Questex/FierceMarkets deal,” “This person brought a wealth of ex- with the Web experience and feel we book and MySpace. created an in-house digital photog- wrote media consultant Paul Conley perience. That’s what made him such 19% 81% can bring them up to speed on the Many publishers continue to use raphy studio in 2007, an idea picked on his blog at paulconley.blogspot. a good candidate,” says Elynn Russell, luxury part of things.” recruiting resources at local universi- up from the company’s Australian com. “I have a feeling (and it’s really senor vice president of operations. plenty of people who’ve been on the ties to fill entry-level jobs. Twenty per- magazine counterpart. Hearst also just a feeling, I don’t have much hard Web in real estate for five or 10 years, DIGITAL AGE RECRUITING cent of Texas Monthly’s staff consists transitioned to doing its own prepress information), that the deal isn’t really PROMOTING OR HIRING? it’s not a new business for them.” Hiring the right people is a perennial of former interns, says Russell. “We color work—each magazine now has about newsletters. Nor, for that mat- The majority of respondents to the FO- However, on the sales side, many challenge that’s getting even more dif- use and train these interns and they one dedicated color person, which ter, did Questex buy the company be- LIO: reader survey, 71 percent, say their publishers are sticking with veteran ficult. Some of the hardest jobs to fill move up the ranks.” Another method expedites the process considerably. cause FierceMarkets also distributes company does offer them opportuni- salespeople who know how to sell the now are the same ones that are highly Russell swears by is a hefty pool of The company is now considering an news via RSS. Nor is the deal about ties for growth. However, some ob- brand and are willing to learn digital in demand. “Mid-level sales people applicants on file. “We actually keep as-yet undefined position—inspired FierceMarkets’ cash flow or profits. I servers say the path of advancement skills, rather than the hotshot techie with the ability to sell across multiple them,” she says of unsolicited or pre- by the “sub-editor” positions at their think Questex decided to buy a staff within an organization is becoming who can explain the applications but platforms are still hard to find,” says viously-rejected resumes. magazine counterparts in the U.K. that understands the Web.” more difficult. “I do support that asso- doesn’t have the client relationships, Pecover of Haymarket Media, though Ryan says the tried-and-true meth- and Australia—whose responsibili- ciations are a very stable environment or even an understanding of the rest he says, “There seems to have been a od of employee and client network- ties would include line editing, copy for magazine jobs,” says Fromberg. of the product mix. “We still love minor glut of more experienced indi- ing and word of mouth bring in the editing and cutting, fact checking, In the next year, do you “People in the higher positions stay print, we do a lot of magazines, we viduals coming onto the market in the company’s best people. “If we have caption writing, and so on. expect your salary to... there. But if someone takes the path plan on doing them for a long time, past year, as other publishers—espe- a job to fill and someone comes from through the traditional hierarchy, up- and print continues to be the core of cially the venture capital and private our very large network, we’re happy TRAINING EXISTING STAFF INCREASE: 93% ward mobility can be tough. The true our business,” says Palm. “When we equity-backed companies—scaled about that,” he says. OR HIRING NEW SKILL SETS? opportunity for some of the newer look for people to hire, we primarily back their operations.” “Employees are encouraged to ac- Employees are taking on new respon- DECREASE: 7% people is new media positions. People look to hire from other publishers. Rubin says finding good online tal- tively network with others in the mar- sibilities but where do these new skills who carve that niche for themselves People who are Web-only don’t un- ent, particularly for specialized jobs, kets we serve,” says Cindy Gorman, come from—new people or old dogs will absolutely find opportunity.” derstand the print perspective.” is not easy—there’s a lot of competi- vice president, director of human re- learning new tricks? Publishers seem Not all publishers are against Typically with senior management, That’s true of publishers ranging tion. Kaplan at Hearst agrees: “We’re sources at Meister Media. split on making the investment in training, though. Rubin says, for edi- when somebody has a medium level from Technology Review to Sports Il- looking for people with three to five At Discover, media recruiters are training or simply hiring new people torial, “It makes more sense to take job in one market, they move to a pub- lustrated. “We had digital salespeople years of Web experience, people who used only in very select cases, says who already have the skill set they’re fine journalists and expand their abil- lisher job in another market. What’s who hadn’t landed this one account stuck with the Internet through the Donahue, and mostly for ad sales. Ru- looking for. In response to FOLIO:’s ity to tell stories than to look for new less successful is hiring someone for in three years of trying,” says Dick bust. Strategic Web people are hard to bin at SHRM says his association uses reader survey, one respondent said, people. Any publisher not providing expertise they just don’t have and Raskopf, publishing director of Sports find. They suffered back then but are recruiters in very difficult cases or for “My biggest concern is if I’ll be re- professional development to broad- magazine industry employees could Illustrated. “We trained a print sales- in demand now.” senior-level positions. placed by a digital media specialist.” en employees’ skills is not being re- soon find themselves competing not person on digital and they landed the To find new talent, publishers use Others cite more aggressive strat- And with good reason, especially sponsible and ripping people off of just with each other, but experts from account in three months.” conventional methods like job boards, egies, particularly for editorial. “We on the editorial side. While publish- their future of being able to work in a other arenas. “If you want somebody CurtCo is looking for salespeople though many seem to stay away from scan through our competition and ers used to say they were interested in changed world.” to do business development online with more specific category experi- general search engines like Monster, read articles and if we think it’s our someone who could tell a story, now Employees at his association adapt and get listings in other places, we ence, such as hiring a salesperson opting for industry-specific resources style, we reach out to that person, even they’re looking for some pre-defined with a combination of organized don’t have that expertise in-house,” from the jewelry category, another like Mediabistro (and foliomag.com, if we don’t have anything. It’s about skill sets. Some observers say editors training and learn-as-you-go. Rubin’s says Schmidt-Fellner. “Most of the In- with extensive travel and hotel ex- of course). They also use their own fostering and building relationships. are either part of Web culture or they’re editors received formal training to ternet positions we’ve hired are from perience, and another with extensive companies’ job listings. Russell at Tex- We don’t give expectations we can’t not, and if they need to be trained, for- use newly-purchased cameras but he outside. The downturn of the real es- fashion experience.“I would say that as Monthly says this is a particular ben- fulfill,” says Wilmot of Interweave. get them (see the sidebar Digital Skills: then asked each one to bring the cam- tate market has made those people with some exceptions, all the really efit for the Emmis Communications- This type of poaching is com- Don’t Expect Your Employer to Get eras home and practice using them on available. Real estate is a pretty ma- good people are snapped up very owned publication because it attracts mon—startup Southern luxury maga- You Up to Speed, page 38). the weekend, not just to learn how to ture industry with the Web. There are quickly,” says Arnold. “There is some a national audience through Emmis. zine Garden and Gun was able to lure

36 FOLIO: March 2008 | foliomag.com foliomag.com | March 2008 FOLIO: 37 its editor-in-chief Sid Evans away gered over certain publishing disci- Goldstone. “Once a publisher comes MEAN SALARY BY JOB TITLE, 2005-2007 SALARIES COMPARED from more than one century-old Field plines such as production and IT for to understand that the work being Median yearly salaries for 2006 Bachelor’s and Stream late last year through this a while now but it’s been treated as a done overseas is as good as what’s 2005 2006 2007 degree recipients with full-time media jobs. type of gradual relationship building. dirty little secret. Now publishers are done in the home office, it’s inevitable Circulation Director/B-to-B $69,000 $76,500 $79,000 (In Thousands) Circulation Director/Consumer $75,000 $95,400 $93,400 Dailies Ryan also suggests looking for openly admitting they’re looking to that he’ll move more work offshore.” Assocation Circulation Director $85,500 $67,200 $74,200 talent in other industries, which can outsource jobs abroad, and not offer- [FOLIO: February 2008] Circulation Manager/B-to-B $50,100 $49,600 $55,200 Television Circulation Manager/Consumer $50,400 $54,700 $64,200 widen a company’s knowledge base. ing any excuses for it. In February, McGraw-Hill flagship Association Circulation Manager $62,000 $45,900 $66,600 Consumer His company recently hired a de- Tom Fox, vice president of manu- magazine BusinessWeek farmed out Magazines Specialized signer for its online training seminars facturing and technology at Ameri- its contract workers by reassigning Editorial Director/B-to-B $85,900 $89,000 $90,600 Info Publisher Editorial Director/Consumer $97,000 $87,800 $83,300 who came from the academic world, can Express Publishing, says costs them to a contract with Kelly Services. Editorial Director/Association $81,200 $74,300 $80,600 WWW where she was a director of instruc- for Web development and technical The move covered both editorial and Editor/Executive/B-to-B $67,500 $66,000 $67,800 Editor/Executive/Consumer $65,600 $71,400 $67,100 0 5 10 15 20 25 30 35 tional design for distance learning staffing have been going up 15 to 17 production and rattled a staff already Editor/Executive Association $73,400 $64,800 $63,700 and online education, bringing valu- percent a year. He also says there is shaken by massive lay-offs. Mean- Managing/Senior Editor B-to-B $48,700 $52,800 $54,500 Source: Annual Survey of Journalism & Mass Communication Graduates able expertise with her. a talent shortage in the U.S. “We’re while, many BusinessWeek online Managing/Senior Editor Consumer $48,500 $52,400 $58,700 Managing/Senior Editor Association $53,600 $58,000 $56,600 Then, of course, there is internal looking for people overseas because staffers who were under contract were ates conducted by the University of movement, which works best in an people with these capabilities are just converted into full-time employees. Production Director/Consumer $73,100 $83,400 $89,600 Production Director/B-to-B $66,700 $80,300 $86,200 Georgia’s James M. Cox Jr. Center, environment that fosters develop- not available,” he adds. “The inability Pink is planning to do more hiring Production Director/Association $68,600 $71,900 $72,100 online media paid higher salaries ment and recognizes talents. At Texas to offer these skills is a huge problem in 2008 but also more outsourcing, Production Manager/Consumer $50,000 $54,200 $60,700 than any other media, at an average Monthly, an accounts payable em- for our industry.” especially as it explores new proj- Production Manager/B-to-B $48,000 $52,000 $55,900 ProductionManager/Association $45,100 $52,700 $52,900 of $31,500. Specialized information ployee became the magazine’s copy There are some strong indica- ects. “It’s a way to eliminate risk and providers were close behind with an chief when her strong language skills tions that outsourcing is now being be conservative with new ventures,” Art Director/Consumer $57,500 $58,300 $61,600 Art Director/B-to-B $46,700 $62,500 $61,500 average of $31,000, while consumer were noticed. considered for some of the “talent” says Good. Pink currently employs Art Director/Association $61,300 $60,600 $55,200 magazines averaged $28,000. positions, including editorial. In last freelance help mostly for writing and Source: Folio: Magazine Salary Surveys 2005-2007, conducted by Folio: Magazine and Readex Research. Many publishers are paying online OUTSOURCING IS NOW REALITY month’s FOLIO:, Hanley Wood Busi- for the magazine’s event series. staffers more money than their print Publishers are often divided on the ness Media president Hanley Wood Fromberg of HFMA also says his staffers with similar job titles. “If you benefits and drawbacks of outsourc- predicted at least one major b-to-b association draws on freelance help One of the benefits of outsourcing may get a better ROI by hiring that compare it to a more senior level print ing. While it’s common for magazines publisher will ship editorial overseas for writing and special projects. “No online work, according to Howard person as an employee.” editor, the salaries are comparable,” to employ freelance writers or design- this year. “The most likely scenario is matter how large a staff is, it’s always Sholkin, director of communications Marketing is an area where Nation- says George Fox, president of Ad- ers, some do so much more than oth- that one of the dozens of magazines stretched too thin. If you want to try and marketing at IDG, is that “once al Geographic’s Malley says it’s often vantage Business Media. “But a lot of ers. Some see outsourcing as a way to that have launched overseas editions something for the first time and see you get that knowledge from outside better to use in-house resources—“to these folks tend to be younger than experiment, while others see it as an in Vietnam, China, India and else- if it’s worth pursuing, you need to you can bring it in house.” get a consistent look and feel,” she print editors and they’re coming in at alternative to hiring. where will ask their overseas staff to face the reality that you may need to Discover Media outsources most says. But, as the volume of work in- a point where if you consider a nor- The threat of outsourcing has lin- take over U.S.-focused beats,” says outsource.” of its back-end technology for on- creases, Malley expects to have to mal starting salary for a print editor, line, says Donahue. “For technology, outsource more of the work until a it’s 40 percent to 50 percent higher.” you can partner, especially if you’re a hire is possible. Rubin also says he’s seeing infla- DIGITAL SKILLS: DON’T COUNT ON YOUR networking and collabora- Recently, media consultant small publisher. If you’re very large, ZweigWhite doesn’t outsource tion in Web and IT jobs, due to the EMPLOYER TO GET YOU UP TO SPEED tion tools online as well as the Paul Conley went so far as to ability to get answers to frank advise publishers to not offer it may make sense to invest in propri- much other than its tech help desk, age-old rule of supply and demand. According to the 2007 Employ- solid edit skills, and they can questions in person from the any training in Web journalism. etary technology.” according to Ryan. “It’s hard to con- “Over time, I would expect more ee Job Satisfaction conducted be trained on systems later. right sources in the market.” “You cannot train someone to Rubin at SHRM says his associa- vince freelancers they have as much at people will be qualified. I don’t think by FOLIO: last fall, 80 percent of “When it comes to generating But as publishing becomes be part of a culture,” wrote tion uses freelance help for special- stake,” he says. With respect to digital there will be a bubble burst with lots magazine employees consider high-value content, I’d rather more about the engineer than Conley. “And there’s no need ized and short-term Web projects, like technology, he says, “Publishers who of technology people without jobs, training and education impor- our writers commit their time the edit, you need some core to teach skills and technology tant aspects of job satisfaction and resources to developing digital skills, and it’s up to you to the journalists who are al- programming or collecting video. “If think it’s better to outsource all Web there won’t necessarily be wage de- but 70 percent said they had relationships with sources and to figure them out. “I think ready part of the Web culture we are hiring someone to do a job, we stuff may be making a big mistake in flation, but the curve of increase will less than 10 hours of job-relat- honing their journalism and there’s a lot of confusion on because the culture requires are confident that the position will be the long run.” decline.” He says outside of these ar- ed training in the past year. writing skills than learning how this issue,” says Jim Spanfeller, participation in skills and tech- around for a long time,” he says. eas, most salaries are generally going And when it comes to on- to put a Podcast together,” CEO of Forbes.com. “Most nology. The difficult truth is that But when short-term projects be- SALARY TRENDS up at a normal rate of two to five per- line, don’t expect your com- says Wyatt Kash, editor-in- people are getting trained on people who can’t insert a hyper- pany to provide digital skills chief, Government Computer their jobs every day that they link, who don’t read a blog, who gin recurring, Texas Monthly’s Russell When it comes to compensation, the cent a year. training, particularly for edito- News. “The skills that will be do them. There’s constant don’t know how to work with says it’s time to consider hiring: “If most in-demand jobs naturally seem Debbie Winders, vice president of rial. A popular refrain over the important to me when I re- feedback and that feedback Photoshop and can’t upload a you work with a designer on several to pay the most. According to the circulation at Computerworld, is also last few years is that publishers cruit talent will be the ability to is certainly tantamount to on- video file just aren’t worth hav- marketing projects, for example, and 2006 Annual Survey of Journalism seeing higher salaries for online-re- are looking for people with use emerging online research, the-job training.” ing around anymore.” p those projects repeat themselves, you and Mass Communications Gradu- lated jobs but at a less steep curve.

38 FOLIO: March 2008 | foliomag.com foliomag.com | March 2008 FOLIO: 39 Chart 1 Chart 2 Chart 4 59% 60 60 56% Chart 1 51% 55% 50 47% 50 Chart 2 42% Chart 4 40 35% 40 30% 29% 59% 30 60 30 60 56% 25% 25% 51% 55% 20% 20% 20 47% 15% 20 18% 17% 50 42% 13% 11% 10% 50 10 10 40 35% 40 4% 4% 1% 30% 29% 0 30 0 30 25% 25% 20% 20% 20 15% 20 18% 17% Chart 3 13% 11% 10% 10 10 50 4% 4% 1% Chart 1 42%0 0 Chart 6 Chart 7 37% Chart 2 40 Chart 4 30 Chart 3 22% 59% 60 50 60 19% 19% 56% 55% 51% 20 42% 15% 50 47% 50 Chart 6 Chart 7 40 37% 42% 10 7% 7% 40 35% 40 6% 5% 5% 4% 4% 30% 29% 30 30 0 3022% 25% 25% 19% 19% 20% 20% 20 15% 20 20 15% 18% 17% 13% 11% 10% 10 10 7% 7% 10 6% 5% 5% 4% 4% 4% 4% 1% 0 0 0 Chart 3 50 42% Chart 22 Chart 6 Chart 7 40 37% Chart 28 Chart 21 Chart 24 Chart 25 Chart 26

30 22% 19% 19% 43% 26% 20 15% 5% Chart 22 7% 7%41% Chart 28 Chart 21 Chart10% 24 Chart 25 22% Chart 26 10 6% 5% 5% 4% 4% 0 7% 16% 22% 43% 5%17% 15% 26% 3% 41% 15%10% 6% 22% 6% 7% 16% 38% 9% 22% 17% 15% 0 103% 20 30 40 50 0 5 10 15 20 25 30 35 40 0 5 10 15 20 25 30 Chart 22 15% 6% Chart 28 6% Chart 21 Chart 24 Chart 25 Chart 26 Chart 18 Chart 19 38% 9% 43% Chart 230 10 20 30 40 50 5% 26% 0 5 10 15 20 25 30 35 40 0 5 10 15 20 25 30 41% 10% 22% 19% Chart 18 7% 16% 22% Chart 19 Chart 23 9% 17% 15% 3% 40% 34% 4% 15% 6% 6% 19%25% 20% 38% 9% 61% 9% 0 10 20 30 40 50 7% 0 5 10 15 20 25 30 35 40 0 5 39%10 15 40%20 25 30 5% 34% 4% 20% 0 5 10 15 20 25 30 35 40 0 10 20 30 40 50 60 70 Chart 18 1% 25% Chart 19 20% 61% Chart 23 1% 7% 39% 5% 2% 20% 19% 0 5 10 15 20 25 30 35 40 0 10 20 30 40 50 60 70 1% 11% Chart 20 Chart 9/1 9% 34% 1% 40% Chart 13 Chart 14 4% 0 5 10 15 20 25 79% 2% 80 25% 20% 61% 11% Chart 20 70 61% 7% Chart 8 39% 5% Chart 9/1 Chart 13 Chart 14 60 20% 0 5 10 15 20 25 64% 79% 0 5 10 15 20 25 30 35 40 0 10 20 30 40 50 60 70 50 80 1% 12% 39% 23% 40 70 1% Chart 8 61% 60 2% 33% 13% 64% 30 21% 11% 20 50 Chart 20 12% Chart 9/1 39% 18% 0 10 20 30 23%40 50 60 70 10 40 0 5 10 15 20 25 Chart 13 Chart 14 79% 80 33% 0 30 21% 37% 13% 70 Chart 8 61% Chart 8/9 20 18% 0 10 20 30 40 50 60 6070 0 5 10 15 20 25 30 3564%40 Chart 15 10 50 80 76% 12% 39% 71% 0 Chart 2723% 37% 40 70 67% Chart63% 8/9 30 33% 13% 0 5 10 15 20 25 30 35 40 39% 60 21% 47% 40 Chart35% 15 20 80 76% 18% 0 10 20 30 40 50 60 70 50 71% Chart 2718% 30 26% 10 70 67% 0 63%37% 37% 19% 40 47% 20 Chart 8/9 39% 60 33% 40 35% 30 29% 0 5 10 15 20 25 30 35 40 10% 24% Chart 15 18% 10 50 80 30 26% 76%20 6% 0 71% 40 37% Chart 27 19% 70 20 67% 33% 63% 10 29% 0 10 2039% 30 40 50 60 30 24% 47% 40 35% 10% 10 0 20 Chart 12/27 50 Chart 1/27 18% 30 6% 26% 0 Chart 9/27 40 37% 10 19% 20 0 10 20 30 40 50 10033% 30 29% 0 88% 100 10% 10 24% 100 Chart 12/27 Chart 1/27 78% 83% 85% 20 88% 80 74% Chart 9/27 6% 0 79% 69% 72% 80 74% 80 75% 74% 100 70% 10 100 65% 0 10 20 30 40 50 60 88% 61% 60 0 60 100 78% 83% Chart 12/27 Chart 1/27 85% 88% 80 74% 40 79% 69%Chart 9/27 72% 80 74% 80 7526%% 74% 40 39% 70% 25% 100 21% 31% 40 35% 65% 20 15% 12% 88% 60 100 26% 28% 6130%% 60 22% 60 26% 100 78% 83% 0 88% 80 74% 20 12% 17% 85% 40 72% 80 74% 20 75% 74% 79% 25% 26%69% 40 70% 39% 80 21% 31% 65% 40 35% 20 60 15% 12% 0 26% 61% 28% 30% 60 60 22% 0 26% 0 20 40 12% 20 17% 26% 40 39% 25% 21% 31% 40 35% 20 15% 12% Chart 1/23 26% 28% 30% Chart 23/28 22% 0 26% 0 0 20 12% 20 17% 100 80 71% 85% 82% 70 68% Chart0 1/23 75% Chart 23/28 61% 64% 80 71% 70% 74% 0 58% 58% 57% 66% 68% 60 53% 60% 50% 50% 47% 60 50 43% 100 80 39% 42% 42% Chart 1/23 85% Chart 23/28 40 71% 68% 36% Corporate managers82% and designers40% are satisfied with 70 32% 64% 40 34% 75% 29% Fairly Compensated 61% 80 29%71% 30%70% 32% their comp, while events staff and e-media74% are less so. 30 58% 58% 57% 66% 68% 25% 26% 60 Not Fairly Compensated 53% 100 80 20 50% 50% 15% 71% 18% 60% 50 47% 85% 20 60 68% 42% 42% 43% 82% 70 10 64% 39% 80 75% 74% 61% 40 36% 71% 70% 60 40% 58% 58% 57% 32% 66% 68% 0 40 34% 0 53% 29% 60% 29% 30% 32% 50% 50% 30 47% 60 50 25% 26% 43% 18% 39% 42% 42% 20 20 15%40% 40 36% 29% 32% 40 34% 30% 32% 30 10 29% 25% 26% 0 20 0 20 15% 18% 10

0 0 Corporate Sales Design Editorial Production Circulation Events Finance E-media Management Source: FOLIO: Job Satisfaction Survey

She says somewhat different skills are people who want those jobs, there’s to take on more responsibilities than required for e-media and publishers not much of an increase.” their predecessors for little difference are willing to pay “a little more” for Ryan sees an opposite trend at in compensation. those skills. ZweigWhite. “If an editor has good Kaplan has a slightly different per- However, according to the FOLIO: business acumen, he can do well. Any- spective. “In the six to eight years since Job Satisfaction Survey published last one producing proprietary content is I’ve been here, visual jobs have gone fall, events staff and e-media—two of making more,” he says, because many up. Salaries have gone up at a consid- the hottest growth areas in publish- editors at his company work on proj- erably faster rate for art directors, pho- ing—are the least pleased with their ects that aren’t ad-supported. “They tography directors, stylists—the ones level of compensation. are our revenue generators.” who make the page look good—than According to Discover Media’s This seems to be atypical for most with text-driven positions.” Donahue, demand also outstrips magazines. “The reality is that people While many publishers are dan- supply in integrated marketing and in our industry in editorial and art gling incentives to get salespeople ad sales, where he says salaries are tend to be paid less. I’m frustrated to pay more attention to pushing going up. That’s not the case with that I can’t give bigger raises,” says digital products (a lingering problem, other categories, however. In edito- Good, who also cites another trend especially for small and mid-sized rial, he says, “There are still so many she sees—that new hires are expected publishers since commissions from print still remain much larger), some publishers are wondering why there AD SALES SALARIES & COMMISSION, 2005-2007 isn’t any additional compensation for editors juggling print and online (and 2005 2006 2007 events) as well. “I don’t understand SALES Ad Director Consumer $68,200 $68,000 $82,000 how you can pay salespeople more to Ad Director B-to-B $72,500 $73,000 $81,000 work in multimedia but not editors,” Association Ad Director $57,100 $57,000 $79,000 says Teri Mollison, manufacturing Ad Manager Consumer $86,400 $86,000 $69,000 Ad Manager B-to-B $55,500 $55,500 $63,000 group publisher at Penton Media. Salesperson Consumer $51,200 $51,000 $47,000 At Wenner Media, circulation di- Salesperson B-to-B $52,800 $53,500 $47,000 rector Michael Sheehy says salaries

COMMISSION AVERAGE COMMISSION TOTAL COMPENSATION are skyrocketing in his department. Consumer Sales Director NA $32,000 $122,000 “Everyone knows recruiting and re- B-to-B Sales Director NA $41,000 $130,000 taining people is elemental to success. Association Sales NA $17,000 $105,000 Consumer Sales Manager NA $47,000 $118,000 Guess what—so is getting rid of peo- B-to-B Sales Manager NA $59,000 $126,000 ple that don’t make the grade. The re- Salesperson Consumer NA $20,000 $71,000 sult is higher payroll. I hate spending Salesperson B-to-B NA $34,000 $83,000 more money, but it’s one of the best Source: Folio: Magazine Salary Surveys 2005-2007, conducted by Folio: Magazine and Readex Research. investments we make.” p

40 FOLIO: March 2008 | foliomag.com