Print articles Develop 'Gestation times'

Yesterday we got offered an editorial opportunity for an 'industry trend' article. However, the scheduled date was for the Nov/Dec 2008 issue of the magazine. Yes. 8 months away from now.

The reaction of my team was 'maybe we should go for it' (we are). My reaction was more related to gut instinct: The CAD industry, while dry, is still fast-moving on the technology side. A perceived trend now will either be a wisp of an idea in 8 months time, or an established industry fact. ergo: not a trend.

Okay, so we are used to a couple of print publications that stretch their editorial schedule out by 5-6 months. Most print publications are 1-2 months out. But 8 months??? That is beyond ridiculous especially when compared to the usual 1-2 weeks' lead time for online publications.

I am commenting on this because it pushed me over the edge. Inbetween the 8 months gestation time for this article, we can virtually guarantee at least 8 other placements of the same (similar) article in more progressive publications.

And then publishers complain (every now and then) that print subscription is dropping and they are having to tackle online challenges. Well duh. My patience is low this week and things like this simply drive me to zen-like forms of relaxation for a break. With that in mind, I'm off to meditate for a few minutes...

rach

Comments

[ralphg]

As someone who publishes his newsletter the same day it is written, even a 1-month lead time is excessive.

But in the world of print magazines, it takes one month to print and distribute an issue. It takes another several weeks to edit and typeset. It may take several months to get an article written and submitted, especially one involving reviews of numerous products. Many magazine staff work on several magazines at once, and so they do not dedicate themselves 8/5 to a single issue.

I recently did a telephone interview with a hardware company; only during the call did I learn the info was embargoed for nearly two months! By the time the release date arrives, I might have forgotten about this "hot new" product that I'm to write about. That two-month lead time was probably designed by marketing people with magazines in mind.

Most print magazines have editorial calendars, which (1) lay out their editorial plans for the next 12 months; and (2) really should be called "advertising calendars." The calendar exists to target advertisers according to the articles planned for each issue. This is so that ad agencies can plan their client's budget for the entire year.

So, if a lot of ads for graphics boards appear in an issue that reviews graphics boards, it is no coincidence.