Ever since I worked at Parade, and Walter Anderson used to talk about the swash-buckling and agressive David Pecker, who went off from Hachette to run the tabloid empire American Media and has really grown the business.
I’ve always admired Pecker for going downmarket and making it work. This interview, by Jeff Bercovici, is worthwhile reading if you’re curious about the man who’s the American King of the Tabloids.
Pecker words of wisdom: “‘I always want to be in the right markets and I always have to be No. 1. Being in the industry for 25 years, I’ve learned that when you?re the No. 3 or No. 4 book in the field, anytime there?s any kind of budget cuts, you are always eliminated.”
“When I look at the celebrity journalism market, I think the mass market is covered pretty aggressively. What I think is open is the upper end of the market, which I think Gala and OK! America are going to enter.
As for the mass market, I don?t really see another launch. A mass market launch really has to be at the front end of the supermarket. Right now the three major magazines, People, Star and the National Enquirer, are really the only three magazines in the United States that have 100 percent distribution, which is 275,000 pockets throughout the United States.
That blankets the whole of North America. To replicate something like that is an investment of hundreds of millions of dollars.”