Samir, tell us what you really think

Samir, tell us what you really think: You may recall I warned my hero, Mr. Magazine, that he was blowing his chances for an invite to the Playboy mansion by picking on old people. Well, hey, professor, I must hand it to you: if you’re going down, do it aggressively. In tomorrow’s Orlando Sentinnel (that’s right, the rexblog is now hacking for scoops), Samir scores a couple of classic quotes. (Admit it, you were thinking, “If I tell the reporter this, there’s no way I won’t make it onto the rexblog!” )

So, I’m declaring the following quotation the 2003 rexblog Husnism of the year (so far). It refers to the 2001 winner of the Henry Johnson Fisher Lifetime Achievement Award:

“Can you imagine a 20-year-old opening the magazine and, on page 10 every month, there’s a picture of a 77-year-old man, popping Viagra, surrounded by young blond women?” says Samir Husni, a journalism professor at the University of Mississippi.

Ouch. (But then, I remember thinking Hef was old when I was 20 and that was, like, er, over a decade-or-so ago.)

Professor Husni (who is my friend, really) also enhances his presence in the article with up to an additional inch of quotable lineage with the following remark that reminds me of the punchline of an old joke I read about 40 years ago in Playboy, “oh, she’s not my girlfriend, she’s my wife.”:

Minus the centerfolds, the magazines are more socially acceptable than Playboy or Penthouse. “What Maxim and Stuff did was take the guilt out of the pleasure,” says Husni. “You don’t feel guilty looking at those magazines. And you don’t have to worry if your girlfriend is coming into the room.”

Samir, you da man.

Custom publishing ROI test

Custom publishing ROI test: Ocassionally, I’m asked about return on investment metrics for custom published magazines. Rarely have I had the chance to share real-time, measurable results, but here’s my chance. Editor & Publisher is reporting that the NY Post is spending $3 to produce ten 24-page ad-free magazines on the history of the NY Yankees. The magazine will serve as a circulation-building premium in coming days. The first issue was distributed in Monday’s paper. As newspaper circulation is measured, in theory, we should be able to compare the impact on NY Post sales of one specific variable: the offer of a custom magazine. To be continued…