In her nearly 20 years in publishing, Tracey Altman has witnessed and been a part of many important and groundbreaking industry trends and developments. From the advent of the Internet and social media to the upgraded status of women in the workplace, Altman has seen it all—including economic downturns. The experience has invested her with a sober, wisdom-leavened perspective when sizing up the current recession. For publishing professionals who are seriously grappling with its debilitating effects, she offers calming advice—a counterpoint to the hysteria of the meltdown.
“We’ve seen downturns before,” she says, “and what I would say to those new in the industry is keep your head up and rise above it. It’s a cycle; it will pass.” Altman notes that Reader’s Digest, being a “powerful, iconic American brand,” has survived its share of recessions.
Maintaining Balance
Altman’s resolute attitude has served her well throughout her professional life. From her salad days as a sales assistant at New York magazine, where she worked for publishing stars such as Larry Burstein, Beth Fuchs Brenner and Amy Churgin, to her current gig as the VP and group publisher of Reader’s Digest, a post she’s held since October 2008, Altman has approached each fork in the road with determination and verve. Yet early in her career Altman, who has a B.S. in magazine journalism from Ohio University, did encounter a few snags.
“There were very few women in the business at that time, and finding mentors wasn’t always easy,” she admits. “However, at each step in my career, I always looked for someone who was smart, innovative and creative. I admired those qualities. I would always figure out a way to get to know those managers better.” Among her past mentors are Michael Boylan, vice chair, American Media; David Pecker, CEO, American Media; and Dick Porter, CEO, Publishing Group of America.
Building Momentum
Altman’s career hit its stride when she went to work for American Media in 1993. There she tackled multiple responsibilities, eventually rising to VP and publisher. She left in 2000 to become SVP and group publisher of Publishing Group of America. In that role, she oversaw the launches and developments of the company’s more high-profile publications—American Profile, Relish and Spry; she also built advertising and marketing strategies for each, culminating in all three being named “Most Notable Launches” by magazine savant Samir Husni, chair of the Journalism Department of the University of Mississippi and founder of MrMagazine.com.
Sell the Brand, Watch the Lead Time First ad sold: “I sold in a new account, Alfa Romeo Automotive, for American City Business Journals (a newspaper chain owned by Advance Publications) in 1992.”
How the Internet changed advertising sales: “It has definitely made our business more interesting and compelling. Selling a brand versus selling separate types of media is more important than ever now.”
Best practices for maximizing sales: “Motivate the team by setting the right goals, having high expectations and making them feel empowered.”
Most positive industry trends: “Selling the brand and giving marketers ROI.”
Most disturbing industry trends: “Shorter lead times for both the agencies and media due to budgets being approved later and later.”
of women in the workplace, Altman has seen it all—including economic downturns. The experience has invested her with a sober, wisdom-leavened perspective when sizing up the current recession. For publishing professionals who are seriously grappling with its debilitating effects, she offers calming advice—a counterpoint to the hysteria of the meltdown. 