我們必須建立一種新製度，讓發行負責人能夠把精力集中在真正重要的事情上來，即爭取發行利潤和最大讀者群？
我認為我們應該有足夠的自信，相信讀者會對他們熱愛的高質量印刷產品保持忠誠？一些讀者將依賴於我們在其他環境中如互聯網上提供的內容？將來我們也會把一些內容以數字形式發行，不過我仍然敢肯定地說，印刷品的力量及獨特性將永遠不會消失？
雜誌業的成功最終將不僅依賴於我們是否能聯合起來，而且依賴於我們是否能統一為一個行業？ABC能不能不斷取得成功將取決於是否將精力放在了對出版商和廣告客戶來說都真正要緊的方麵？
我相信這必將實現而且會帶來雙贏的局麵？
Peter Kreisky
Chairman，Kreisky Media Consultancy
“Changing the Magazine Experience at Retail”
American Magazine Conference
October 5，2004
Boca Raton，FL
Good Morning，everyone.
When Tom Ryder and Nina Link asked me to take a tough，strategic look at retail nine months ago，I accepted the challenge enthusiastically.
I accepted the opportunity to bring clarity to the fog of retail-because of its importance to consumers and to the publishing industry.
Consumers buy one-and-a-half billion magazines at retail-one at a time.That's 30 million separate purchase decisions each week，reflecting individual interests，passions and needs.
For publishers，the retail channel is the most immediate“window to the world”，a powerful barometer to gauge the vitality of titles-and a high quality tool to recruit new readers.Yet it is poorly-and narrowly-understood.
So today，I'd like to focus on this issue that's on all of our minds.Simply put，how do we stimulate demand in the retail channel？
Changing the Magazine Experience at Retail
Today，John Loughlin and I want to address how we change the magazine experience？Where have we come from？What are we doing？And，what can you expect to see as a consequence of these activities？
Focus on Supply Chain“Fix”
Let's start with where we've come from.
Over most of the past ten years，the magazine industry has been focused on supply chain issues：“fixing”an inefficient，antiquated system of magazine distribution that does not fulfill the modern day needs of publishers and retailers.Through MPA，it has commissioned leading consulting firms，and MRAC a cross-industry group representing publishers，national distributors，wholesalers and retailers to help think through the issues，producing some invaluable insights.