When Publishers Become Vendors

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Folio, 12/1/10

How publishers are turning their understanding of media needs into new business.

Dave Schankweiler, CEO and publisher of Journal Publications Inc., a Harrisburg, Pennsylvania regional publisher, remembers the day he became not just a publisher, but a vendor to publishers too.

Back in 2004, the company, which publishes the Central Penn Business Journal, Central Penn Parent, and NJ Biz, launched a new survey, called Best Companies in Pennsylvania. It used an outside survey firm to do the first report. The night the winners were presented was a huge success. “That night,” Schankweiler remembers, “it was loud, and there was a countdown and a lot of excitement. And that’s exactly when we decided to change the company, because we were coming down from the high of the event. We said, ‘Why don’t we take this out into the market and do it as a service to other publishing companies?’ ”

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