Why You Don’t Publish A Magazine

Hard to copy something of high quality

On the web there is a lot of copying. I can see evidence of copying from business partners, customers and competitors of my marketing consultancy, AscendWorks. Some comfort themselves by saying it is the highest form of flattery. I disagree. If you tell the person and credit them, it is entirely different than if you silently steal.

The internet blurs a lot of our thinking about such issues. Yet, we can visually see and experience masterpieces across the web. High class websites vs. something built on a GoDaddy editor is apparent. The feeling of trust or mistrust we have tracks with the fidelity of the systems we see.

We can see others blogging, then we sign up for a free blogging site. Little do we know that the form factor we see soon turns into work. It may be easy to set up, but it’s hard to keep going. You have to actually think, have ideas and provide value to the world. Otherwise you are ignored and marginalized.

When you look at a magazine, you can see photos and articles. There is an entire organization, process and production system behind what you hold in your hands. The magazine is simply ink, cut paper and staples. That’s the commodity.

The value is the content. The pictures, articles and layout all take work. You can sense this when you see it intuitively. Thus, very few people attempt to replicate what magazines deliver. They set the bar high with quality and the experience becomes irreducible.

You don’t want to deal with the hassle and cost to copy a Time magazine or Fast Company. It’s too much work, thought and ultimately, leadership.

So the question is, how do you become irreducible? If you are easily copied, then your value in the new economy is only a copy away.

However, if you can provide accessible value with fidelity that exceeds the convenience factor for others who are unwilling to do the work and pay the price, then you can insulate yourself from the effects of commoditization the internet lends itself towards.

What are your thoughts?

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s