Naming Names: The FOLIO: 40

Folio: The Magazine for Magazine Management, March 15, 2001

Creating the FOLIO: 40 issue is a major undertaking, mainly because the intention is not to create a list of industry all-stars, but to identify individuals who are making a difference. To make the cut, these people must "by their actions, or because of the ideas they exemplify, have had a substantial impact on the magazine industry in the last year or so."

That criterion may sound simple in theory, but in execution the selection process is anything but. To create the list, the FOLIO: staff makes an industry-wide appeal for nominations. Next, we seek candidates from industry thought leaders, key executives and consultants to find individuals who may be below the radar, but who are indeed effecting change. Next we measure each person's broader impact and or influence on the industry as a whole, and then build a case for his or her selection.

Ultimately, the FOLIO: 40 aims to deliver a roster of people who are truly moving the needle in the magazine media landscape. These are the names that the industry is, or should be, talking about. The FOLIO: 40 identifies people whose discipline-related ideas are altering business practices, entrepreneurs who are building new franchises, industry executives who are transforming their businesses, and risk-takers whose approaches are unproved today, but stand to be the next big successes of tomorrow.

TERESA PALAGANO