List: trawlers@lists.trawlering.com
From: Scott H.E. Welch
Re: T&T: Passagemaler / Lats & Atts
Wed, Jul 8, 2009 1:33 AM
"Keith" writes:
>Maybe they're all paid, but a lot of the other
>rags that are just thinly disguised brokerage listings are mostly free if
>you ask.
PassageMaker Magazine was acquired about 5 years ago by Trader Publications.
>From a press release:
"In addition to PassageMaker Magazine, the Trader organization includes Sound
ings, Trade Only, Nor'easter, and marine websites Boats.com and YachtWorld.co
m. Trader Publishing Company publishes more than 700 other print classified a
nd photo guide magazines, including Boat Trader and Yacht Trader. Trader Publ
ishing Company is equally owned by Cox Enterprises, Inc., and Landmark Commun
ications, Inc."
Now, I'm not a corporate insider of Trader Publications, but I've been in bus
iness for a while. I'm guessing that they make next to nothing on retail sale
s, and just break even on subscriptions. The money will come in being able to
sell advertising to a desired demographic, especially across such a broad ran
ge of publications (700!). Plus, they get incredible economies of scale in pr
inting, etc.
I'm actually a bit of a magazine junkie (I have a complete collection of Yach
ting back to 1936 among other things), and it's interesting to watch how maga
zines change over time. This is the reason that I have so much respect for Wo
odenBoat. First, they have maintained a focus on wooden boats (hey, you can l
augh but when was the last time you saw a passagemaker in PassageMaker?). How
ever the other much more interesting thing is that they have made a conscious
decision to not allow "lifestyle" ads in the magazine. You can bet your botto
m dollar that makers of condos/high-end appliances/BMWs/etc. would love to re
ach the WB demographic, but WB realizes that over time the tail would start w
agging the dog and over time this would kill their magazine. Now, it also hel
ps that WoodenBoat is privately held and to the best of my knowledge still co
ntrolled by the founder, Jon Wilson. It makes a difference (and that I do kno
w quite a lot about, as the owner of a entrepreneurial software company which
was purchased by a much larger public company).
Scott Welch
Product Manager, Open Text Collaboration and Social Media Group
www.opentext.com
905 762 6101
"Things turn out best for people who make the best of the way things turn out
." - John Wooden