Battling the Fear Economy

Folio: The Magazine for Magazine Management, Nov, 2001 by Joe Hagan, Jillian Ambroz

But while Arab-American and Muslim communities are more sensitive than ever about negative repercussions, some of the attention is working for them. For example, while The Minaret editorializes about hate crimes in the schools, perceptions of Muslim women and [racial] profiling, its views are suddenly getting a high profile. "The interest in the magazine has risen," says Edina Lekovic, The Minaret's managing editor. "People are looking to see what the Muslim perception [is] about all this. We've had requests [for subscriptions] from libraries and Congressional officials."

At least one publisher sees a silver lining in the tense situation. Nidal Ibrahim, editor and publisher of the one-year-old Arab-American Business, a national magazine with a circulation of 10,000 and advertisers like Wells Fargo, says Arabs living in the United States are a heretofore undiscovered demographic with dollars to spend. "It's a relatively untapped niche," he says. "Most people aren't aware that there are three million Arab-Americans in this country. They're a forgotten minority. If anything, this tragic event has brought the entire community to the fore. Certainly not in the way we would have wished. But there's also a wish to understand the community."

LOOKING FOR ANSWERS, READERS SEEK HIGH AND LOW

MAGAZINES WITH EDITORIAL RANGING FROM SPIRITUAL CONCERNS TO HARDWARE PROTECTION SEE A SURGE IN READER INTEREST.

WHITNEY JOINER

Tricycle, a not-for-profit review of Buddhist life, was in the middle of a fund drive when the World Trade Center and the Pentagon were attacked. Editor in chief Helen Tworkov figured the fundraising was doomed. After all, Americans had far more on their minds than helping out a magazine.

As it turns out, her prediction was wrong. "Miraculously, a lot of checks have continued to come in," says Tworkov. In fact, 6o percent of contributions above $500 arrived after September II. "I felt that this is really, definitely, in response to 9-II," she says.

Moreover, Tworkov continues, "It's too early to tell, but I think there's no doubt that people are turning to spiritual answers. People don't want to waste their time reading about things that hold no meaning. Even in my own magazine, I want to stick to material that feels close to the bone right now."

Call it the New Sincerity. For now, at least, an unlikely assortment of publishers are reporting unexpected and gratifying shifts in reader tastes, away from the well-worn obsession with celebrity and entertainment. As a result, while the media's overall prospects have darkened since September II. some magazines have seen indications that their businesses may actually be growing since--and maybe because of--the attacks. Among them: spiritual and New Age magazines, gun titles and the Martha Stewart's, Os and Real Simple's of the newsstand.

For some, the attacks have provoked a strong response from subscribers. "We've certainly received a great deal of feedback from our existing readership, looking for a connection," says Yoga Journal's editor in chief, Kathryn Arnold.