For the past 20 years at least, BoSacks, AKA Bob Sacks, has been a valued media observer, offering both perspectives on the present and prescient views of the future. Bo is one of the highest-profile media commentators, speaking at any number of media events each year. Bo is also founder and publisher of the longest-running email newsletter in the world, “Heard on the Web.”
Bo has been part of the printing/publishing industry since 1970, when he founded his own weekly newspaper in the metro New York area. He was an early partner in the innovative High Times Magazine.
Since then, according to his bio, Bo has held positions that include publisher, editor, freelance writer, manufacturing and distribution, and many more. He’s worked at such prestigious companies as McCall’s, Time Inc., New York Times Magazine Group, International Paper, Ziff-Davis, CMP, and Bill Communications.
Bo Sacks.
Bo also operates a private consulting firm, Precision Media Group. Because of all these things and more, Fox Tales jumped at the chance to have a sit-down with him. What follows is our conversation, edited for clarity and brevity.
Fox Tales: As one of the leading observers of the magazine/media space in the last 30-plus years, what’s changed in the business the most? What did media get right? Where did it fail?
Bo Sacks: The past two decades have witnessed a seismic shift in the magazine industry. The relentless rise of digital media has fundamentally altered how we consume information and how magazines connect with paying readers.
What we got wrong 20 years ago was understandable hubris at the beginning of the digital age. We were at the top of the heap of the communication business, printing money. We had magazines printing 10 million copies or more per issue. And we had had the same or similar business plans for almost 100 years. I completely understand how the titans didn’t see their coming demise.
I must point out that I was lecturing at industry functions five times a year about the digital beast at the gate. At best they humored my warnings. Also at this time media expert and Professor Samir Husni and I toured the country with our digital vs print debates. Again there were warnings, but they weren’t heeded.
While print holds a special place for dedicated audiences, the allure of real-time updates, personalized experiences, and interactive social-media engagement on online platforms has undeniably reshaped our communication landscape. This digital transformation, however, hasn’t spelled the end of print magazines. Instead, it has spurred a fascinating evolution. Gone are the days of broad-appeal publications catering to the masses. Today’s print thrives in tightly focused, niche markets. Think “vertical villages” rather than sprawling suburbs. Magazines cater to specific passions, offering high-quality, premium content at a slower but more in-depth pace. This shift is reflected in rising cover prices, indicating a focus on value over volume.
The driving force behind this metamorphosis? A surge of passionate, independent publishers. Twenty years ago, the industry was dominated by large publishing houses. But a new breed of niche-focused players has emerged, catering to dedicated communities with laser focus. These smaller publishers bring a personal touch and a deep understanding of their audience, fostering a sense of belonging and shared passion. The magazine business is no longer about reaching millions. It’s about cultivating vibrant micro-communities.
Fox Tales: What will this business look like in 10 years?
Sacks: This is a tough one. The speed of technology growth makes forecasting very difficult. A few weeks ago I read the following quote from Peter Diamandis, the visionary entrepreneur and founder of Singularity University. He said, “In the next 10 years we’re going to see as much progress as the last 100 years.” If that is true or even half true, the magazine business needs to be very proactive and pay attention to their readers’ wants and desires. There are cell phones out in the market today that have full color reflective substrates eliminating the glare issues we all have. This will make reading long-form easier.
Will there be print magazines in ten years? I think so. The companies that survive will follow the current niche trends of superior quality in both content and manufacturing prowess. In ten years the printed magazine will be very expensive and worth it. Much like today only more so.
Fox Tales: You advocate for print media. Why, specifically?
Sacks: Actually as a publisher, I’m substrate indifferent. What I want and expect is for the publishing community to deliver to the customer exactly what he or she wants on any surface or device, be it digital, paper or audio, and get paid for the service. I think print will always have its fans, and we need to deliver on those expectations. Yes, I have a fondness for print. What trained director of manufacturing doesn’t love print? But the bottom line now and in the future is that we get paid fair compensation for our not-too-easily made superior content on any substrate.
Fox Tales: How has the act of connecting buyers to sellers changed?
Sacks: We are moving toward a new methodology when it comes to connecting buyers to sellers. We are moving away from talented human specialists to AI—automated services including ad sales. Can we not forecast that my AI will call your AI and work out the details of a transaction without human intervention? And that includes traditional marketing. AI transforms marketing from an apprentice-based model to data-driven automation. Legacy systems with manual approvals will hinder productivity gains. I guess the bottom line is what can be automated will be automated.
Fox Tales: Fox Associates is one of the leading outsourced sales firms serving B2B and association media. What does such an outsourced firm bring to its clients (and to the industry overall) that can’t be obtained elsewhere?
Sacks: Finally, an easy question. The world of sales is constantly evolving, and keeping your finger on the pulse of the latest strategies and tactics can be a challenge. This is where outsourcing sales can be a game-changer. Outsourcing sales can offer many benefits. First and foremost is specialized expertise. Outsourced sales providers can bring industry-specific knowledge and best practices, enhancing a company’s revenue possibilities. Additionally, there are cost savings to be had. By outsourcing, you can reduce operational costs and better control expenses. And, in theory when you leverage specialized sales teams, it keeps you ahead in the competitive landscape.