Publisher's Letter: May/ June 2022
Nothing lasts forever, or at least I don’t think so. Perhaps they did years ago, when things moved slower, there was less competition, and everyone wasn’t fighting for the same piece of the pie. But lately, everything seems to be changing quickly.
Remember when everyone laughed at Jeff Bezos because for years he never made a profit? Look at him now. But if history tells us anything, Amazon will only be successful until someone else comes along and does it better, or when people decide they want to support local businesses again instead of collecting corrugated boxes.
Great restaurants come and go, with only a handful making it more than a generation or two. Even some technology and service businesses get displaced by the next big thing. I remember when Monster.com dominated the job search and recruiting game. I never see them anymore. Indeed.com seems to have taken over. Apple almost went bankrupt multiple times, and now they are one of the most valuable companies in the world. And, Steak ‘n Shake first dominated the smashburger concept, only to be outclassed by Shake Shack based on the exact same concept.
In this issue, I wrote a feature about Elleard Heffern, the fine jeweler in Clayton, and I wonder how they thrive in the world of bigger local stores, national players, and exclusive designer boutiques. Unlike many family businesses who never get past the second or third generation, Heffern has had four generations of family members who love the business, who live for the experience and customer relationships, and have avoided the mistakes others have made expanding too quickly, moving to the glamorous mall, or forgetting to evolve as their clients do.
I have always been into technology and gadgets. Since I was a kid I made sure I had the latest thing: the first cell phone, fax machine, laptop, flat screen TV, or the Apple watch despite my love for my Rolex. But as I age, I am less intrigued by what’s next. I want less, and the simpler it is the better.
One of my first jobs out of college was as the public relations director of Jan Stuart Skin Care in New York City. Jan was an entrepreneur who saw a market for men’s skin care products, launched his company with blood, sweat, and tears, and before long was featured on many of the cosmetic counters in the top department stores coast to coast. With a great story to tell about mixing his lotions and potions in his mom’s bathtub, he was the talk of the town (NYC) and featured in every magazine and newspaper…until he wasn’t. Other brands came along, stole some of the wind from his sails, improved on the concept, and Jan’s dreams faded as quickly as they began.
So much of success is rooted in luck, timing, being in the right place at the right time, and the available resources for being the strongest competitor. I know this first hand as some of my ventures have been successful and others crashed just when it looked like we were destined for industry dominance.
Sophisticated Living is a great example of businesses in changing markets. As print publications get replaced by digital media, it isn’t clear what will happen to us. Despite how hard we work, some months we do great and others are not as strong. When the pandemic hit, I was certain it was the beginning of the end. But as luck would have it, the pandemic forced people back into their homes and many of them realized that their homes needed to be improved. They read our magazine more, and our advertisers heard great things from our fans.
Not only did we survive; we are thriving. Our philanthropy special issue, Sophisticated Giving, has more sponsors and we feature more nonprofits than ever. We hear from nonprofits that our readers have called and made six-figure gifts. Check out Karen Kalish’s video tooting our horn! (https://tinyurl.com/2bsj2zcm)
We’re now working on a special issue called Sophisticated Wellness to give our readers a snapshot of the best hospitals and doctors, best health clubs and personal trainers, best exercise equipment and weight loss gurus, urgent care and senior living…because we have come to realize that we can’t take wellness for granted, and not all providers are created equal.
Tell us how we’re doing and what you like and what you don’t. Suggest stories you would like to see covered and let us know those that you pass over. While we get some feedback on each issue, it’s not enough for my liking. I want a grade so I know where we stand. I can assure you that we will do everything in our power to stay relevant, entertain our readers, and give you what you want. One exception, we will avoid politics, religion, and other polarizing subjects. We will stay focused on what unites us.
Craig Kaminer
Publisher