Column: Writing Is Often About Putting the Reader First

The idea for my first talk at the SCCA National Convention was right in my wheelhouse: how to sell sponsorships. I’ve been dealing with companies in the auto industry for decades. Easy. This would be a walk in the park.

The second talk added to the pile, one whose topic wasn’t suggested by me, caused me to gulp a bit: how to write the perfect story. 

I laughed. And my editorial staff laughed even harder. 

You see, while I do know more than a little about sponsorship, I have never professed to be a classically trained great writer.

Rewind to that weekend in Las Vegas, home of the SCCA’s annual get-together. The first question during my Q&A cut right back to our roots: When did I get my first piece accepted for publication? I sheepishly admitted the answer: the day we started this magazine. Before that, other than term papers, I hadn’t written much, never mind gotten anything published. 

I started writing (a lot) because I had the harebrained scheme to start a car magazine, and I sure as hell didn’t have the money to pay professional writers. So in those early days, I wrote a lot of it myself. (You know, I still do more writing than probably any other publisher these days.)

Still, I learned and had an incredible editor, first in my wife, Margie, and now in David and Sarah, who I still think would fire my ass if I didn’t own the place and was willing to write for free. 

And while I will readily admit that I like having a forum of sorts–through this publication and our sister title, Classic Motorsports–I don’t actually live to write. But I know the rules, and if you want to build the project cars, which I do dearly love doing, you have to write the stories.

While the seminar originally focused on the mechanics of good writing, the Q&A session went long and got more into the state of today’s print media. The people in the room were afraid that print media was going to go away. How were we doing, and what did I predict? Just in the last few months, some 20 automotive publications, including biggies like Autoweek and Automobile, have bitten the dust. This was certainly a topic worth discussing.

I certainly don’t have a crystal ball and don’t know everything, but I do know a few things. First, writing is writing, and a lot of the basics go for any medium. Find a hook and maintain a tone that’s appropriate to the audience. Don’t talk down to the reader, and don’t go above their head, either. 

Above all, put the reader first. Then everything else should fall into place. 

How do you, as the reader, return the favor? Vote with your dollars. If you renew your sub, the publications that you like will stay alive. If you forget to send in that payment or don’t think that we need the support, then we go away. It’s simple economics. 

I can see that model changing somewhat, too, and wonder if England provides a new model. Over there, a subscription to a car magazine costs nearly $100, while the ad rate is about half of ours. 

Here, obviously, it’s all about the attractive subscription price–and maintaining rate base, which is a fancy term for the number of people reading a pub. It’s why you always see sweeter and sweeter deals. 

I think we’ll eventually see a turn here, but it will take a while. As younger marketing directors come in, yes, print advertising will fade–at least temporarily. Ad revenue subsidizes most, if not all, the cost of producing most magazines. If there are fewer ads, that media outlet will either have to raise subscription prices or fade away.

Those of us who have been at this for a few years know something, though: Someone who pays for a subscription is a much more targeted customer than those who have a casual interest. So, I see print eventually becoming a more premium product featuring even more curated, targeted content. 

And this future is largely in your hands. If you want to see a publication do well, reach out to their supporters and let them know where you saw their ad. Renew your subscription. Tell your friends. Run the magazine’s sticker on your car.

Don’t worry, though. We’re doing fine and can adapt to any situation. But an automotive world without a few things to read while relaxing isn’t a world that I would relish. 

Comments

Displaying 1-10 of 13 commentsView all comments on the GRM forums

You'll need to log in to post.