 Pat Jones |
I have spent the better part of my adult life asking you dumb questions. You’ve put up with my lack of knowledge about the turf science as a young reporter (“Tell me exactly where you insert the hypodermic needle when you do this ‘syringe’ thing.”). You forgave me when I tried to get philosophic (“So, is it stressful for you trying to grow grass that’s mowed this short?). But, all that was an honest attempt to better understand what you do and write about it.
So I’m returning the favor by recounting a (fake) interview I recently gave to Bubba T. Urf, a (fake) superintendent who is writing a (fake) article for his (fake) chapter newsletter about how our magazine is produced. Here it goes:
“Why do I get freebie mags every month?”
Well, Fake Bubba, what you receive are called “controlled circulation” magazines. In short, advertisers want to reach a certain demographic group who might buy their stuff. GCI goes mainly to superintendents, but also assistants, turf profs, consultants, owners and other club types who make buying decisions. You’re one of the 28,000 or so people who have some voice in what widgets and potions get bought.
“Seems like some of the freebie magazines are thinner. What the hell?”
You guys stopped buying as much stuff as you did a few years back and advertisers don’t feel the love the way they used to.
“But there are still too many ads. They interfere with my reading pleasure.”
Get over it Bubba. Look, the ads allow us to provide you with free information and, hopefully, make a couple of bucks.
“Do you, Pat Jones, actually put the whole magazine together every month?”
Yes.
“Liar, liar pants on fire!”
Okay, you got me. Here’s how it works:
The process of producing the magazine starts with the readers. Every year, we talk with our Editorial Advisory Panel and other leading superintendents and smart business folks to figure out what articles are most important to you. Our real editor, Mike Zawacki, then creates an editorial plan and assigns most of the work to freelancers, turf professors and even glutton-for-punishment superintendents and assistants who love to write articles.
Mike manages this process (his real title should be “Chief Cat Herder”), edits copy, writes headlines and coordinates the layout and graphics with the fabulous Andrea Vagas, our creative director. She also arranges all the photo shoots, illustrations and other stuff.
“Who sells the ads?”
Me.
“Try again.”
Russ Warner and Amee Robbins badger, cajole and outright blackmail companies each month to get them to buy various ads. They are commissioned sales people which means they go hungry if they don’t do a good job.
“Who takes this big pile of ads and articles and puts them all together?
Mike works with Helen Duerr and Samantha Gilbride to create a “rundown” that says which pages are articles and which are ads. It’s actually complex and if something changes, it screws everything else up. I’m glad they do it well because it makes my brain hurt. They also juggle ads from some companies that pay extra to get special positions like the back cover or the “golden page” next to my masterpiece of a column on the theory that you’re more likely to see their ad and think they’re cool. We love those advertisers like Oprah loves Krispy Kremes.
“Why do you guys call me up and bug me to renew my free subscription all the time?”
We have to prove to advertisers that we actually send you the magazine. Sorry dude.
“Okay, why do you also have the same articles on the website and send out e-newsletters and those digital PDF thingies?”
Like Burger King we give it to you “your way.” Most folks still adore holding a printed magazine. Others like the convenience of online. We add additional value by doing original articles, videos, podcasts in the digital editions. The idea is to provide great content in any fashion that readers will consume it.
“Okay, now I understand… but tell me again what the hell you actually do, Jonesy?”
Um, I don’t have to answer that! This (fake) interview is over!
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