Why We're Here
These are challenging times for the publishing industry… but every age brings challenges, and smart publishers will thrive despite them. There are probably more than 15,000 magazines being published in It practically goes without saying: the trends that matter are the ones you're experiencing. If we can make a small contribution to the upward slope of your trend lines, we’ll be delighted. Thanks for stopping by. 
The Internet is a wonderful place to keep things, especially if they’re meant to be shared. The Magazinist is our repository for stuff that relates to the business of publishing, including tools we’ve found useful, access to resources, a little history, and (we hope) the occasional insight.
What We Think
Magazines draw together communities of people who share a common interest and want to read about that interest in print. A well-executed magazine has a symbiotic relationship with its audience: the magazine reflects the passions of its readers, and its readers respond to the passion of its content. For example... -Print has unique value that we rarely consider consciously. -The real competition in publishing is for the reader's time. -Being smart is a competitive advantage. -Novelty fades. -The right tools deliver better work. -It’s wiser to listen to markets than to pundits, because markets will trump pundits every time. And last but not least, we think history is a great teacher… as well as a source of great stories. Sound interesting? Check back from time to time… and share your thoughts.
And thus all magazines are special interest magazines.
But there are some other factors of success often taken for granted but seldom examined... and that's the sort of thing that interests The Magazinist.
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When American magazines enjoyed their first heyday, in the early 19th century, a new kind of specialist came into the publishing business: the magazinist. Considering the state of the industry, we think the term might be due for a revival. If you have an uncommon interest in magazines, we think you've come to the right place!
The Funny Motto
We thank Roger L’Estrange, royal licensor of the press, for our motto. He wrote in 1663, “…A Publick Mercury should never have My Vote ; because I think it makes the Multitude too Familiar with the Actions, and Counsels of their Superiors ; too Pragmaticall and Censorious, and gives them, not only an Itch, but a kind of Colourable Right and License, to be Meddling with Government.”
About the Publisher
Peter Hutchinson is a magazine professional with more than 30 years of experience in the publishing industry. He’s held executive positions at many of America's leading publishers, among them CMP Media, IDG, McGraw-Hill, and Miller Freeman.
Hutchinson has managed magazines and online properties in the software, music, and information technology markets. He’s also managed three book publishing imprints, a custom publishing operation, several trade shows, and a trio of Web-based businesses. He’s successfully directed seven major launches and numerous acquisitions.
He consults on marketing services, sales training, audience development, and strategic planning. His current clients include city and regional magazines, trade publishers, magazines and Web sites in the IT market, software publishers, a book publisher, and two television and radio stations.
Hutchinson has taught at UC Berkeley, worked with the Stanford Publishing Courses, spoken at the Folio: conferences, and serves on the board of directors of the Western Publications Association. He has a special interest in the history of American magazine publishing, and how the lessons of history can be applied to the opportunities of publishing in the Internet Age.
To learn more about Hutchinson's consulting services, click here.
Care to drop him a note? Click here.