Oh, yeah?

Oh, yeah? Now, if I were trying to be funny, I’d get into some trash talk feud with Jonathon Rheingold over something he’s said. Rheingold is the publisher of the hip hop magazine, XXL. In talking about the custom published magazine XXL has just done for the Sirius station owned by Eminem, Shade 45, Rheingold said the following:

“Typically, custom publishing projects do not work, since the consumer gets turned off to the overall advertising message…The hip-hop consumer is even more critical. But in the case of XXL Presents Shade 45, since Shade 45 is a truly authentic and uncensored rap radio channel, the marriage with the XXL brand made sense. Therefore, we were able to create a magazine that the fans will want.”

Where did he pull that “typically, custom publishing projects do not work” fact from? I can say with confidence that I’ve reviewed most of the major research of the past two decades relating to the effectiveness of custom publishing — in general and related to specific titles — and there is no evidence to suggest that “typically,” custom publishing projects do not work.

I would continue with this dissing, but I understand that typically, publishers of rap magazines shoot people who disagree with them.