Radar bites the buzz bait

Radar bites the buzz bait: One day, when someone is doing a google search on the phrase “magazine launch,” I hope they will turn up my repeated warnings to would-be magazine publishers not to confuse publicity with success.

Here’s just one more rexblog post to add to the growing list.

As noted earlier this week, it is doubtful Radar will be able to print its third issue. Still, in the same misguided belief all of us (me included) fall into when we fall in love with a new idea or concept, or, god please help us, a magazine we’d like to launch, we’re sucked into that clippings vs. reality confusion vortex.

Today, I provide yet the latest example of this phenomenon via a quote from a story by Larry Dobrow, contribiuting writer at Media Daily News. In covering the Radar’s money woes story, Dobrow attributes Maer Rosha, Radar’s editor and publisher with the following quote-of-death:

We were the first independent magazine launch that The New York Times wrote about in its history,” Roshan chirps.

Apparently buying into Rosha’s misguided (and riduculously wrong) statement that such a NY Times piece has anything to do with, well, anything, writer Dobrow observes, “…one would think that Radar is well on its way to becoming the next publishing sensation. In reality, the magazine is experiencing its share of growing pains.”

Ironically (prophetically), I first blogged the NY Times story Roshan claims is “the first” indy magazine launch story in the history of its history, included this insightful observation by writer David Carr:

But as an independently owned publication in a media segment dominated by giants like Time Inc. and Condé Nast, Radar is on a lonely road, one that is littered with the corpses of many well-turned magazines that withered for lack of funding, like Smart and Dads. Radar’s general-interest approach also challenges the conventional wisdom that questions the relevance of such magazines. In a culture that has atomized into consumer niches, the publications that serve specific passions have been prospering.

In that same rexblog post, I included the punch line, “Warning to Radar: Don’t confuse a David Carr profile with success.”

And so, let this be a lesson for future magazine launchers. Even when the NY Times writes about you, it does not insure success. And when they write about you in the context of littered corpses of ideas just like yours, don’t take it as a thumbs-up endorsement.