Just this April, an ad order I placed for my co-op has to go through a lot more than just the usual route. Another one of the home-biz magazines we love a lot has disappeared from the face of the earth. Now, what was even more surprising was the fact that I still managed to be surprised by such events. With this kind of extinction and mergers going on a lot, especially within the last few years, I thought I'm prepared to see things coming. We paid one publisher and another company ends up running our ad. Just another day in the publishing world.

The next time you open your mailbox, keep a big plastic wrap handy just in case you want to keep that FINAL ISSUE of your favorite network marketing magazine in mint condition.

Here is what happened to some of our dear publications.

• Cajun Peddler tabloid said godbye last year. Probably due to health reasons, Rick Adams had to stick solely to his daily mailings.
  
  
• The American Rebel was converted into the American BizOpps Magazine some time ago. But this month, after a long delay, I got my last issue from the mailman.
  
  
• Ad-Net's Network Opportunities was absorbed by Network Marketing Connection a few weeks ago.
  
  
• The PayDay tabloid was converted into a more expensive magazine format but it's still using newsprint. It's web version is also being heavily promoted.
  
  
• The following also said goodbye as early as last year: Smart Shopper, Stepping Stones and Serendipity. The publishers of Grimco's also made changes in their line-up of tabloids.
  
  
• Almost all publications now has a web presence. I'm glad that they can be visited for free. Paid on-line subscriptions were doomed to fail from the beginning. When surfing, people expect all-free access.
  
  

1. Ask the readers and these things pop up: "Diminishing value and usable content. Space for articles had to be sacrified for ads." Also, "You find the same article in several papers." Reason being writers don't get paid anyway so they had to seek massive exposure in order to cash in on more leads.
   
   
2. The publishers' side is even grimmer: high production and postage costs, growing competition (from new publishers and the internet). There's a time for everything. Could this be the end for inner circle merchants?
   
   
3. From the advertisers' point of view: "It's not just worth it anymore." You get lost among too many disorganized ads. Although my co-op still successfully advertise in many tabloids, the majority are not as lucky (or not as experienced enough to get good results). We use proven ads, high circulation, bigger group-purchased and discounted ad spaces, and unrelenting exposure. Newcomers and unaffiliated people simply can not do that.
   
   

In conclusion, many publishers could no longer survive on hobbyists who can spare just a buck or two by the deadline. Serious marketers never get off the testing phase because the medium has already started to crumble. This means no new advertisers.The old stale ads are also being systematically withrawn; drying out the only remaining source of income. Can you blame the changing atmosphere of commerce? Who will shell out $20 for a bunch of tired "how-to" reports when you can instantly get more info on-line for free?

One aggresive publisher said, "I ended up supporting my magazine with profits from my other businesses." Eventually, he had to throw in the towel and devote his time to selling lists and his website. "Maybe a newsletter too later on," he added.

FRESH BLOOD:

I'm watching The Small Business Journal closely. Can they make it through their first few months? And have you noticed how Cutting Edge Media Has grown into a one-stop-shop? Several smaller circulation magazines has also found their own markets. In the tradition of the very old and trusted Opportunity and Spare Time, they are striving to make it big --rain or shine!

ELECTRONIC MEDIA:

I consider the electronic publications as the re-incarnated embodiment of our past disappearing smaller tabloids and magazines. There are striking similarities between these humble means of conveying information. Mostly, they started out as one-man operations. Many remained that way for a long time. Most of the internet newsletters and e-zines still are. They generate a decent amount of revenue by promoting the publishers' products or services. Advertisers also keep them afloat. One sad fate that they share, however, is that few survive or thrive. Many websites or so called e-zines just exist solely to feed a pipedream.

REBIRTHS:

Yes, you can consider the internet revolution as a fresh, more economical outlet for those busy, productive minds. It benefits us to have those enterprising people to turn to when we need a vehicle for our offers to reach our target audience. To all the hardworking folks who kept a golden era of publishing alive; you will never be forgotten. Names like Mario B., Grumpy Kathy, Adams, and others, were more than just names. They were our friends from miles away. We have never met them and we probably never will. But they spoke to us straight from their hearts. Let's also wish good guys like Donald Smith great health so that their newsletters can continue to warn the mail order world against scams.

Good publications never die. They just fade away .....

Brought to you by: World Wide Information Outlet - http://certificate.net/wwio/, your source of FREEWare Content online.
This article is an excerpt from "The Small Business Start-Up Guide" by Robert Sullivan, which is available in many libraries and bookstores or may be purchased from the publisher, Information International, Box 579, Great Falls, VA 22066, at $16.95 plus $3.50s/h. 800 375 8439. Visit "The Small Business Advisor" at http://www.isquare.com

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