Ladies’ Home Journal Ends Monthly Publication

Ladies’ Home Journal Ends Monthly Publication

After 130 Years, Ladies’ Home Journal is ending monthly publication and going digital.  Reported on the TODAY show, the hosts were asked how many magazines or journals they receive at home.  Their answers: only one or none!  As a subscriber to over 30 monthly journals, periodicals, 4 daily newspapers and someone who has been reading a book per week for years, I’m pleased to offer this blog as a resource for anyone in your life who likes to read, runs a business or is a doctor trying to run a business.

The most successful writers, marketers, and entrepreneurs I know have a lot of input in their daily lives.  New articles, reports, surveys, studies, books and journals not only stimulate their minds but also moderate their world view and keep their minds focused on trends that matter in their businesses.  Although digital access and on-line articles are convenient, there’s still nothing like clipping an article, making a few notes about how it applies to a particular topic and filing it away in your content bank for future reference.

Ronald Regan had a content bank, or what writers call a Commonplace book of stories, jokes, quips, anecdotes, serious approaches to complex topics and interesting facts all organized on index cards and stored in a highly-prized content bank that he would browse through before any speech or public commentary.  Those close to the President would often joke, if the house were on fire, Regan would definitely run back in to grab his content bank.  I also have one and I feel just as strongly about its value.

How many journals to you receive at your home or work?  How serious a student are you at building a content bank for your projects and your businesses?  Do you have a content bank or Commonplace book?  Do you quietly mourn the loss of each published periodical to the digital world or have you found a better way to organize it all digitally?  Food for thought this Friday.

MARKETER’S UPDATE: Later in the TODAY Show, an “advertising expert” reported that although Ladies’ Home Journal has 3.2 million subscribers, their advertising revenue has declined “because the average age of the magazine’s reader is 57, one of the oldest in the industry,” and slipped even further into error-ville by reporting “advertisers just don’t want to reach Boomers.”  She forgot to insert the word “dumb.”  Dumb advertisers don’t want to reach Boomers. Smart ones know better.  The Boomers make up 35% of the U.S. population, but control 75% of its wealth (source US Census and Federal Reserve).  Boomers outspend other generations by $400 billion per year and although boomers and seniors have seen a slip in their net worth recently (who hasn’t since the 2008 market collapse) their net worth is still 3 times higher than younger generations.  Smart advertisers and business owners realize that younger generations represent, at best, 30% of discretionary dollars that are highly distracted and spread too thin for many large purchases.  Tweeting, hash tagging, Facebooking and emailing your way to unpredictable spenders with less discretionary income will result in your marketing dollars returning a proportionately lower return on investment.  Like my grandmother taught me decades ago, don’t believe everything you see on TV.

Worked at Burleson Orthodontics. Attended University of Missouri–Kansas City. Lives in Kansas City, Missouri.

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