Even Old Dogs Can Learn
By Todd A. Tucker, Publisher

I have been writing these publisher’s letters since June 2002, which (wait, let me recheck the math) equates to about 46 issues. A few recurring themes or messages seem to come up more than others.

One would be my eternal sense of optimism, which I have found annoys many of our community naysayers to no end. Another topic has been my procrastination when we are on deadline — a habit that draws “kindly” spoken words and a “special” look from both my wife and creative director “Red” … er, Laura Mathis.

The most oft-written columns revolve around the ability to poke fun at myself for a variety of reasons. This allows me to beat others to the punch, and no one ever has disagreed with me when criticizing myself, either. I guess I tend to go where there is a wealth of never-ending material.

But somewhere along the way as we complete our 10th year of business, I must have had a few things come my way that I have retained, if only through osmosis. Of course, the main lesson I have learned over the years in business is that a short haircut and a decent suit can fool a lot of people, but I digress.

What I have learned about our magazine business since our inception is the following, in no particular order (like my thoughts):

City and regional magazines — whether they are focused on lifestyle or business — succeed because these publications are read by a focused group of people who are passionate about their communities for personal or professional reasons. If you share that passion, you belong to the community of our readers and subscribers. Tucker Publishing Group magazines are created and published by local editors, writers, artists, and photographers who understand how you/we feel about the community and want magazines that proudly reflect our community. Our city magazines are very personal to us. We put them on our desks and coffee tables and next to the john (yes you do). Let an e-book replicate that! Twenty percent of our readers never have thrown away our magazines. They go back, read, and re-read the contents — perhaps a bit nostalgic over past events, but realizing also the magazine is a barometer of things to come. I have been told numerous times how our readers like to set aside the “right” time and place to read our magazines. Maybe it is that bit of anticipation that makes reading your city magazine even more enjoyable. You can’t go back and revisit or collect .com magazines ... really.

As we wrap up our 10th year in publishing, what I’ve learned is this: I still am just as excited as I ever was when our office copies arrive each month. We enjoy working the hard, long hours and then sharing our efforts with readers, whether they’re in Evansville or the Middle East or all places between. I guess what I really have learned is I love this job and am fortunate to share my passion for magazines, a passion which led me into this business 10 years ago.

Imagine my surprise when reading about Deaconess President and CEO Linda White’s artistic abilities. I learned her paintings were signed Annie Mik. I asked my wife if we indeed had a piece by Annie Mik hanging in our living room. Visit page 36 to see the painting.

As always, I look forward to hearing from you.


Todd A. Tucker, Publisher