How our jobs have changed

Folio: The Magazine for Magazine Management, April 1, 1998 by Barbara Love

The job landscape for magazine publishing professionals has changed in many ways during the last 10 years. The downsizing, right-sizing and restructuring that eliminated jobs in many industries happened in magazine publishing as well. Many middle-management jobs have disappeared. Mergers and consolidations, the introduction of new technology from desktop to printing press and straightforward cost-cutting initiatives created flatter organizations and new, broader responsibilities for people whose job descriptions often did not change.

During the same period, from 1988 through 1997, total jobs in the industry (Department of Labor statistics through 1994) show a modest increase of 4 to 5 percent; and the sheer number of magazines jumped in spite of the failures and foldings of 1990-1991.

Veronis, Suhler and Associates data show continuing growth in both special interest and business publications. Advertising revenues in general interest magazines rose more than 9.5 percent annually over the last three years, and special interest magazine ad revenue grew in 8 percent increments. Business magazine advertising showed slow growth in the early nineties, but moved ahead briskly starting in 1994 with annual gains averaging above 8 percent.

While a vibrant, almost explosive computer sector accounted for an important chunk of new titles and new advertising revenue, the magazine market showed steady strength without counting the computer titles.

Huge value has been created, particularly since 1992, through sales of properties to overseas companies and major U.S. media entities. A new wave of venture capital flowed into magazines, and multiples placed on media properties through the public markets encouraged continuing expansion.

Against this background, Folio: decided to track what had actually happened to career opportunities in magazines and how jobs may have changed in some key disciplines of magazine publishing over this remarkable decade.

We asked some leading publishers, small and large, business and consumer, to help us sort out the changes. Our feature by Folio:'s general editor Barbara Love isn't intended to be comprehensive or the last word. We think it's a continuing story and hope to have your input for future articles we plan on the same subject.

Rhonda Duey, associate editor of Hart's Oil and Gas World, works out of her home in Bartlesville, Oklahoma, even though the magazine's editorial office is in Houston. When her husband, Will, was transferred to Bartlesville three years ago, she wanted to move with him and keep her job. She got what she wanted.

No longer does Duey have a long commute, the stress of office meetings and the distraction of people talking all around her. She writes and edits articles from her home office. Her workplace companions are her six-year-old daughter, two cats, a dog--and all their toys.

"I have often said that five years ago, I could not do what I'm doing now," she told Folio:. "The computer and e-mail have made this possible. Before, either my job would have changed--I'd probably be a freelancer--or I would have had to FedEx everything, which would not have worked very well."

Duey's story speaks to one way computers have changed our jobs in publishing. Five years ago, communications just hadn't evolved far enough for someone on staff to live in another city. Today, thanks to computers, geography is less important.

Who in a publishing company does not have a computer today? Many people have two or three (maybe a PC, a laptop, a Mac at home). Then there are generally other computers around the office that don't belong to any one person.

The computer and the digital world have changed our jobs considerably.

Stretched out and stressed out

The burning question is, Has the PC reduced our workload?

"No," says Elizabeth Crow, editor in chief of Mademoiselle, without any hesitation. "The efficiencies you realize in terms of time and control increase the amount of work you end up doing. You do more research, more writing and more rewriting, and you can do it longer. You do more things more efficiently. It's like the introduction of the Hoover vacuum cleaner. It actually created more work for housewives. They started cleaning their floors more, and their floors were held to a higher standard."

Diane Potter, vice president, consumer marketing director of New York City-based Times Mirror Magazines, says the computer has not lessened the work load for circulators either. "We are more efficient, but because we are more efficient, we look at more strategic alternatives and more scenarios than we used to. We are doing more.

"Most of us are dealing with more work with fewer human resources," she continues. "We are far more busy. There used to be an occasional lull seasonally, because of mailings or financial planning. That doesn't happen now. Peak time is all the time. Plus, we are happily involved in the total formula, the executive team. We're involved in discussions on all things concerning databases, brand extensions and the Internet."