min Magazine 2008: Launch Publishing Team of the Year
Monday, November 10, 2008

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Launch Publishing Team of the Year
Tracey Altman (now of Reader’s Digest), Dick Porter, Bob Mattone, Spry Magazine

Why do you think the Spry launch was so successful?
Altman: Marketers want buys that can go across all media platforms. Selling beyond the page is essential.

How has the challenge of publishing changed?
Altman: The full-service advertising agency days where you have account management along with creative planning and media buying all in one are over. The other change is that people are making decisions later in the RFP process and planning issue by issue, so you don’t get schedules up front.

Can you cite any specific marketing outreach programs that helped lift you to your success?
Porter: I would say the custom prelaunch issue that we did. That went out in August to a half million readers. It was a nice way to say thank you to those newspaper publishers who gave us an early commitment. In turn, we gave them an extra issue.

What was the most important hurdle that you were able to overcome?
Porter: Newspaper publishers are watching their budgets and being very careful in what they invest in. But we have got a lot of fans out there who have put their faith in our ability to deliver a high quality product for their readers and advertisers.

How important is your Web site to your success?
Porter: We want to network Spry readers to inspire one another to champion these things. That is outreach that could go beyond the magazine footprint.

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