PI 400 -- Publications - Ad or Subtract

Speaking at this year's American Magazine Conference in late October, Cathleen Black, president of Hearst Magazines in New York City, concurred with many of professor Husni's insights. Black has been serving as chairman of the Magazine Publishers of America, organizers of the event.

Print publishers have to be smarter and think bigger, while working smaller, Black advises. "I'm not talking about simply cutting costs across the board, which will pump up your bottom line, but may cost you dearly in the long run. What I am talking about is getting magazine operations to run more efficiently—with less unnecessary expense—while still maintaining the quality of the product," she explains.