| Abstract: | The most critical decisions—whether or not to invest in a publishing project—are made with inadequate analytical infrastructure.
Much time is consumed in obtaining the view of generalists within the company in second-guessing the decisions of those who
really know the market—the editor and the author. Decisions are made on the basis of “title P&Ls” when individual titles do
not make a profit or a loss—only businesses do. Little attempt is made to assess relative risk and the most crucial element
for most businesses, cash, is hardly considered. Editors and publishers need new tools to support their decision making process.
Mike Shatzkin is co-chairman of the VISTA Editorial Board. His Idea Logical company produces content for Sportsline USA web
sites. Address for correspondence |
