A Lesson in Glasnost ... and Commerce

By Steve Robbins

Back when glasnost was in full swing just before the Berlin Wall came down, International Data Group (IDG) launched PC World in the Soviet Union. It was one of the first western magazines granted distribution in the country and represented a partnership between the Russians and IDG, with the editorial team in Russia using editorial from PC World and the IDG newswire to create content for the magazine’s Russian edition. IDG’s international sales force sold the bulk of the advertising to computer and software companies in the U.S.

While everything went smoothly during the launch, there was a problem at the launch party in Paris. Pat McGovern, IDG’s chairman and founder, stepped up to the podium and announced the successful kickoff, explaining there were a large number of advertisements sold in the first issue, copies of which were distributed to just about everyone in the audience. A few minutes later a journalist raised his hand and said there was a discrepancy between the number of ads actually in the publication and the number McGovern mentioned; there were significantly fewer in the magazine. McGovern quickly looked through the issue and realized there were indeed fewer ads than he expected to see. He called the Russian editors over to huddle on the stage. Upon returning to the podium he said the editors, feeling much of the advertising was redundant with the editorial, had pulled many of the ads out of the magazine. McGovern said that he and the Russians had just had a quick lesson in glasnost. They had learned, no advertisements, no rubles; no rubles, no magazine.

The Russians also got a lesson in commerce that has particular relevance today. Over the last few years, the media industry’s landscape has been changing dramatically as the Web has been playing an expanding role in distributing information. And the changes have accelerated as the economy has turned for the worse over the last few months. As a result, many pundits have been screaming that print is dead. But we at Desktop Engineering know that’s not true.

Tens of thousands of you, our subscribers, are telling us you want the printed magazine because it is a practical and comfortable way to learn about design, modeling, product lifecycle management, simulation, analysis, rapid technologies, and computers. Solutions and products that make a difference in your jobs everyday.  But whether you prefer your information delivered in print or online, it is important to understand, as those Russians learned, that the ability to produce content is enabled by advertising revenue.

We will continue to deliver detailed, unbiased, valuable editorial content in the form you feel is most useful to you and pledge to continue earning your trust. Ultimately you are Desktop Engineering’s most valuable asset and we view our readers as partners in a commercial enterprise that includes advertisers as well. And success for Desktop Engineering depends on the symbiotic relationship of all our partners.

While you have consistently told us that timely product information and reviews are very valuable to you, as are the case studies and engineering examples we provide describing the work of companies in the design-engineering marketplace, we would like to let you know that whether by word of mouth, e-mail, clicking online ads, or researching advertiser offers, your actions within this partnership are very valuable to us.

What Pat McGovern stated so long ago still holds true. It’s a lesson in commerce that speaks to an economy that benefits all who take part in the process. If you value our editorial content, take action by engaging with us and our partners. It is crucial. We stand ready to welcome your feedback.

Steve Robbins is the CEO of Level 5 Communications and executive editor of DE. Send comments about this subject to [email protected].