i3 - November/December 2017 - 39

Marcia Grand
PUBLISHER,
PUBLISHER,
TWICE
TWICE
MAGAZINE
MAGAZINE
(1947
(1947
-0000)
-)

arcia Grand has
been a fixture in
the consumer
electronics business for much
of her 45-year publishing career.
As vice president/publisher of
TWICE (This Week in Consumer
Electronics), Grand helped
establish the magazine as one
of the preeminent trade voices
in consumer electronics and
herself as one of the industry's
most prominent personalities.
Grand was born Marcia
Trachtenberg on Groundhog Day
in 1947, and lived much of her
early years in the Bronx Pelham
Parkway City Housing Projects.
Her first job at 17 was as a
secretary at Tata Industries, then
an Indian export firm, which was
followed by other secretarial jobs.
In 1969, Grand came across
an intriguing New York Times
help wanted ad for a "Gal
Friday...Creative Mama" at Tape
Recording and Audio Times
magazines owned by a young
publisher named Richard
Ekstract (CTA Hall of Fame,
2002). Starting as a secretary/
typesetter, Grand worked with
Ekstract and began to learn
publishing from the bottom up.
When Ekstract was granted
the rights to publish the official
CES Show Daily, he asked Grand

M

C TA . t e c h / i 3

As vice president/publisher
of TWICE, Marcia Grand helped
establish the magazine as one
of the preeminent trade voices in
consumer electronics.

to help out with ad sales.
Both Ekstract and Grand were
startled by how perfectly suited
she was for the job when she sold
more ads than either of them
thought possible. During her
time with Ekstract she handled
everything from typesetting to
production to billing and later
sales, leading to her being named
associate publisher of Consumer
Electronics Magazine (CEM).
In 1986, three years after
selling CEM, Ekstract decided
to publish TWICE and recruited
an initially reluctant Grand to
launch it with him. Grand's
decision to join TWICE proved to
be a wise one. Within six months,
TWICE became the number
one publication in sales volume

in the field contributing to the
demise of all but one of its 16
competitors.
Grand always fought for
TWICE properties. She lobbied
for and received approval to
add major appliance coverage
to what was a consumer
electronics/video software
publication. Instead of following
an order to randomly cut TWICE
circulation from 40,000 down
to 25,000, she chose instead
a targeted cut by dropping
the video software subscribers
and coverage and convinced
the new owners that, given
the lack of annual contract
advertisers, a frequency change
from weekly to bi-weekly was
imperative. These moves and

others helped secure TWICE's
future growth and stability.
Grand's goal was to
help industry retailers and
manufacturers/suppliers
through TWICE print and digital
editorial as well as revenueproducing product/service
advertorial supplements she
created. As a result of her travels
and connections in the industry,
Grand was considered a valued
advisor by many, especially
new companies getting into
the business. She also regularly
connected people, recommending
the right individuals for the right
positions, and gave away classified
ads in TWICE to people that were
out of work.
Grand received the Reed
Elsevier Passion for "Winning
Publisher Award" in 2004, the
"Torch of Liberty Award" from the
Anti-Defamation League in 1999,
and the "Legacy Award" from
Women in CE presented during
CES 2013.
Grand left TWICE and the
industry in 2013 as one of its most
visible executives. She has since
been traveling extensively with her
husband, Richard Grand. When
in New York, she also conducts
mediation sessions part-time, and
enjoys helping others navigate
through their conflicts.

NOVEMBER/DECEMBER 2017

39


http://CTA.tech/i3

i3 - November/December 2017

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i3 - November/December 2017 - Cover1
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i3 - November/December 2017 - Contents
i3 - November/December 2017 - 2
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