Milling & Baking News - January 7, 2014 - 7

Editorial



A very different publisher's report

nce again, in the first issue of the new year, industry, is the annual Purchasing Seminar, which
this page looks at the year past and the one marked its 36th year. In the past five years, the
ahead from the viewpoint of publisher re- number of registrants expanded from 350 to 810,
porting to readers and advertisers. Yes, like any an- with further growth likely in 2014 as a larger hotel
nual report, numbers will be discussed but these has been selected. The seminar is unprecedented
have never been the focus of what is discussed. The for the purchasing "power" it draws. As the value
main goal of this report is to affirm that, regardless of this event increases, consideration is being given
of multiple economic challenges facing publishing, to extending into new arenas.
the continuing and expanding technology revoluWithout claiming universal knowledge, it seems
tion that has overcome many publishers and the likely that this may be the only publisher's report
huge shifts in the food industries, that this company across all news-oriented magazines, and even newsand its seven principal publications are committed papers, that does not begin by noting difficulties atto providing content our readers want and need and tributed to the shift of readers from print to Internet.
will use in ways that benefit them and bolster appre- The Internet has been important to this company
ciation for what we do.
for years and its availability has been a source of
Nothing should be more central to the strategy strength rather than a problem.
of a magazine publisher than doing everything
This explains how total magazine readership has
possible to help the business it
grown steadily to a total in the
Nothing should be more
serves. While we appreciate that
year now closing of 270,300, a new
central to the strategy of
our aspirations for the industry
high. A lesser number, but one of
are tough to attain, we believe
great importance, is the count of
a magazine publisher than
that building requires prosperadvertisers, reaching a new peak
doing everything possible to
ity for individual companies as
of 781, compared with 636 in the
help the business it serves.
well as excellent relations with
previous year. The Internet has
wholesale and retail customers. Across-the-board been the major vehicle accounting for a rapidly growstrength building requires constant attention. That ing newsletter operation, with 28 such publications
means criticism and questioning, and also journalis- issued daily or weekly with a total issue count near
tic frankness, whether reporting on volatile markets 45 million. Achieving these circulation, advertiser and
or shifting consumer interest, have the upper hand.
newsletter numbers is a sign of strength. That is douThe past year offers a single event that symbolizes bly so amid the huge changes across our industries,
more than any other the role and the responsibili- from wholesale baking to meat packing, from retail
ties this publisher envisions for itself. This was our bakeries to global grain distribution.
centrality to the hugely successful International BakStriving to be a superior media company, not just
ing Industry Exposition (Baking Expo 2013) in Las as measured internally, but against the wisdom of
Vegas. A constant drumbeat ahead of Expo helped advertisers, their agencies, and, most importantly,
build a near record attendance and at Expo three of our readers, succinctly defines what this publisher
our magazines joined in supplying the official daily wants. It was 92 years ago, in 1922, that this compublication. Beyond that, though, a broad range of pany had its start with the guidance of three foundprint and Internet services, including video inter- ing brothers. Their descendants continue in that role,
views, combined to make the Baking Expo the very supported by a staff who happily shares the family's
model of effective and efficient intra-industry col- pride in what has been accomplished and in what
laboration and communication.
lies ahead by hard work, knowledge of what is needConsiderably smaller in numbers, but of a di- ed and caring about the well-being of you, our valmension of great importance to the overall food ued readers. MBN
MORTON I. SOSLAND, EDITOR-IN-CHIEF
WE'RE EAGER TO GET YOUR FEEDBACK: E-mail editor@sosland.com or write to us at
Milling & Baking News, 4800 Main Street, Suite 100, Kansas City, Mo, 64112
EDITORIAL STAFF
Editor-in-chief
Morton I. Sosland
Executive editor, markets
Neil N. Sosland
Editor
L. Joshua Sosland
Senior editor, markets
Jay S. Sjerven
Managing editor
Eric J. Schroeder

Senior editor, markets
Ron Sterk
Associate editor
Jeff Gelski
Assistant editor, markets
Laura Lloyd
Internet editors
Monica Watrous
Maggie Young
Graphic designer, market
graphics, data
Christina Sullivan

7bakingbusiness.com Milling & Baking News
/ March 13, 2007 / world-grain.com

PUBLISHING STAFF
Chairman
Charles S. Sosland
Vice-chairman
L. Joshua Sosland
President and publisher
Mark Sabo
Associate publisher
G. Michael Gude
Vice-president, chief financial officer
Melanie Hepperly

Audience development director
Don Keating
Director of e-business
Jon Hall
Director of on-line
advertising and promotions
Carrie Fluegge
Promotions manager
Lon Davis
Advertising manager
Nora Wages

Director of design services
Sadowna Conarroe
Circulation manager
Judith Tinberg
Digital systems analyst
Marj Potts
Manager of advertising design
Becky White

Milling & Baking News January 7, 2014 / 7
bakingbusiness.com / world-grain.com

http://www.bakingbusiness.com http://www.world-grain.com

Milling & Baking News - January 7, 2014

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