Hello! I'm Jan Zucker, and I've been navigating the turbulent waters of the publishing industry for four decades.
From the first fax machines to the rise of AI-generated content, I've witnessed and adapted to it all.
Today, I'm excited to share my story of my failures and successes in this constantly evolving field.
The main challenges I faced?
Staying relevant and profitable in an industry that's been turned upside down by new technology time and time again.
But here's the exciting part: I didn't just survive; I thrived.
And I believe you can do the same in your industry, no matter how much disruption you're facing.
The Starting Point
From Typewriters to Digital Disruption: My Publishing Journey Begins
When I first stepped into the world of publishing, things were very different.
It wasn't about books (although I was and still am a voracious reader and I visit my Library 3 times per week)...
…it was about magazines.
At the dawn of the "Golden Age of Magazines", my initial toolkit consisted of:
a calculator
two filing cabinets
a piece of plywood for a desk
a landline telephone
and stacks upon stacks of paper
Key metrics we focused on included the number of copies printed and how to allocate those copies to retailers, but most importantly → the strength of our physical distribution channels.
Little did I know how much that process would change in the years to come!
The Journey (Part 1)
The Magazine Years
Over the following 25 years, as a special interest magazine distributor, I learned all I could about this (then vibrant) industry I assumed would be my entire life's work.
My curiosity led me to experiment and take risks.
Here are a couple of examples of my projects:
Published a Magazine
I wondered why so many magazines could never make it, so I decided to launch my own!
A magazine named COMEDY…
…which (as you can imagine) explored the business of comedy.
Despite my taking care to produce an excellent magazine with incredible content, I shuttered the magazine after 3 issues.
It turns out that I wasn't that different from the others who had tried and failed before me.
2. Opened a Book Store
The next part of my journey was to open my very own bookstore!
I did this for a number of reasons…
My love of books was the primary reason, and the second being that I thought it would be great to experience firsthand what my clients were facing.
My bookstore was a lovely place named The Idle Hour, located in Greenwich Village, New York.
However, I sold the bookstore after six months.
Takeaways
So, what did I get out of these 2 failed ventures? Although they were not necessarily my greatest achievements, and most people would consider these abject failures…
….I viewed them as incredibly valuable learning experiences.
I learned:
you can have the best content, but if no one knows you exist, you will never be a success (a recurring theme in publishing that was true long before the internet and social media)
how to deal with my clients and my suppliers (I now understood them and could speak their language)
Over the next 20 years those experiences ended up serving me well.
In the next part of my story, I'll recount what I considered to be my biggest failure…
…that ultimately turned into a second career.
The Journey (Part 2)
When one door closes...
In over 25 years with a magazine distribution company, I had successfully weathered dips in sales due to all kinds of reasons:
Weather events,
Recessions
9/11
And many other untold challenges
So when free online content began to emerge in 2007/8, which caused a little dip in revenue, naturally, I thought:
"I've seen this before, just another bump in the road, sales will recover."
They didn't.
At 30+ years, I ended up selling my company.
It was three years too late.
When I started my distribution company, there were over 500 flourishing magazine distributors across the country.
When I sold it, there were three left. I wasn't the only one who held on too long.
Looking back, I missed the signs of a changing world, no different from Blockbuster, Kodak, and many other companies that didn't recognize paradigm shifts.
Another lesson learned.
The Journey (Part 3)
Another door opens
This door led me to start Digital Content Creators - a content company that creates, produces and distributes print, digital, and audio content.
I decided early on that I was not going to make the same mistakes as before.
I promised myself that I would never ignore technological changes in the marketplace and position myself and my company at the forefront and that I would embrace change instead of fighting it.
For over 15 years, we have stayed true to that promise.
We remain flexible and prepared to pivot quickly to changes in the way content is created and consumed.
Right now, we find ourselves in the middle of another paradigm shift.
The introduction of AI will create a tsunami of change equal to or surpassing that of the computer and the internet.
I'm writing this newsletter to sound the alarm and get my network ready.
Among solopreneurs, authors, content creators, and the like, there are a great many who believe AI will stifle creativity.
I disagree.
When used correctly, AI can be a useful tool to help you:
be more productive
stimulate your curiosity
bounce ideas off, like a sounding board
scale your business without hiring a team
Lessons Learned
Above All - Build Strong Relationships
Despite all the technological changes, one thing remains constant: the importance of people.
In fact, as technology made certain aspects of publishing more impersonal, we found that doubling down on relationships gave us a significant advantage.
One of my proudest moments was when an author turned down an advance from a traditional publisher because, in their words, "You guys really get me and my work."
That's when I knew our relationship-focused approach was working.
More lessons to thrive in a disrupted industry:
Focus on providing unique value: Identify what you can offer that no one else can or what you can do better.
Embrace new technology: DCC has embraced AI and has become even more efficient, poised, and ready for the changes that are coming.
Stay Flexible: Be in a position to pivot as your client's needs change or when new methodologies on how to deliver your message become available.
The publishing industry has changed more in the last 30 years than in any time since Guttenberg invented the printing press.
By embracing new technology while never forgetting the human element of our business, we've not only survived but thrived.
What step will you take today to future-proof your business?
Remember, the key is to stay curious, be willing to take calculated risks, and never lose sight of the people you're serving.
Technology will always change, but the need for great stories and information will never go away.
It's our job to figure out how to deliver those stories in whatever new forms the future might bring.
…so let's get ready together!
If you happen to be an aspiring author, or a self-published author in need of some help, or a coach in need of print and/or digital assets, use the link below to discuss strategy on how to grow your influence.
Warm regards,
Resources That Helped Me
Industry conferences and trade shows: These were invaluable for networking and staying up-to-date on trends. It has now evolved into mostly Zoom calls. In a lot of ways, they give you more one-on-one time with people, and it's vastly cheaper.
Online courses and webinars: Continuous learning is critical in a rapidly changing industry.
Networking groups and mentorship programs: Both being a mentee and a mentor taught me valuable lessons.
Whenever you're ready, there are 3 ways Digital Content Creators can help you:
1. Book Production: Our expert team ensures your book is professional, attractive, and competitive. We handle everything from design to distribution, delivering on time and within budget. With rapid turnaround and access to major sales platforms, DCC transforms your manuscript into a market-ready masterpiece. Let us bring your vision to life!
2. eLearning Course Development: Turn your expertise into powerful eLearning courses that scale your business and generate passive income. Our instructional and graphic designers convert your knowledge into engaging, interactive courses. We create custom courses that resonate with learners and deliver learning outcomes. Let DCC bring your knowledge to life!
3. Social Content OS: We install a customized Human2AI Marketing Operating System for content creation and post publishing, scaling your influence across multiple channels. Plan, generate, edit, repurpose, and publish content at record speeds. Let our content machine 10x your output so you can focus on networking, relationships, and other areas of your business.
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