An absolutely wonderful idea

An absolutely wonderful idea: I think that Martha Graybow’s report for Reuters that “More Retailers May Look to Start Magazines” should be nominated for the Pulitzer Prize. She writes that, “a magazine venture between Wal-Mart Stores Inc. and publisher Time Inc. that is expected to be unveiled soon could help spawn a new generation of magazines sold exclusively at specific stores, such as clothing retailers or even restaurants, industry experts say.” (For more about the history of the “old generation” of such magazines, click here. And for a previous post about the Wal-Mart/Time project, code-name “Shannon,” click here. And finally, for a post about the term one should use to describe a “magazine venture that…is expected to be unveiled soon,” click here.)


It could draw a huge audience and spur other retailers like Target Corp.’s Target stores or upscale department store chain Nordstrom Inc. to roll out magazines aimed at their own customer bases, said Abe Peck, a Northwestern University journalism professor who specializes in magazines.

“It could help them define who they see as their customers in a medium a lot of people care about – magazines,” Peck said of possible new ventures from other retailers.

I’ll be with Professor Peck next week when I have the honor of making a presentation at the annual “advanced management forum” he runs in conjunction with American Business Media. I will tell him personally how absolutely insightful I believe his comments today are.

In the meantime, if you are a retailer (or wholesaler or a national association or non-profit institution) trying to figure out how you, too, can start a magazine to sell or give away to your customers, let me suggest a really great place where you can begin your research.