Let me begin by stating this topic is slightly off color to me. It's akin to discussing the tastefulness of a homeowner's decor while chatting with his friends in his living room as he runs to get more coffee.
However, since I have seen more constructive comments, I'll pop in and say that I have a unique perspective on the publishing business. I have worked in publishing, advertising and marketing for almost 25 years. In this time I have been on numerous press checks, editorial meetings, sales team meetings and advertising production manager meetings. I have also been an avid consumer of a few magazines.
Publishers are fighting a constant battle out there. The postal regs are always changing, and rates are on a steady rise. The cost of paper and ink hasn't exactly fallen either. This means a publisher needs to work harder to maintain the margin. Sometimes that means changing to another (lighter) paper. Or a different printer. Sometimes that means doing more with less staff... including the editorial staff. I know some pubs that forego the editorial staff altogether and outsource it all. The result is a plain, unexciting magazine.
The ad guys will always do their best to generate the revenue needed for the quarter and the issues, but since 2008 it has been a serious uphill struggle for many of them. It's a good thing the online banners supplement the print sales.
Add in a dwindling market, (although our demographic generally likes print as a medium) and we get even more market pressure.
So this is why the editorial is sometimes light in publications.
Gone are the days when a publication sends out a photographer and reporter to gather the story, write it, and shepherd it though to the art staff. There just isn't the revenue to support that in many cases, unless it is a large trade show or major industry event.
But, the editor's job is to fill in the space between the ads with content that matters to his/her readership, else it will fold by lack of a subscriber base. And if the web has taught us anything, it's that CONTENT IS KING. Readership and ad click throughs go up when good content is presented. Some books are moving to online subscriptions ONLY to avoid the production, printing and mailing costs. But the content is fantastic. Some are straddling the fence.
The bottom line is this: If you are passionate about a subject, write or email the editor. Make suggestions! Editors LOVE feedback from their readers! After all, they are in the business of supporting the consumers of their product and strive to make their books better every day even in the face of a tough business environment.
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