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You're Not Nobody

You're Not Nobody You're Not Nobody Let me tell you about yourself. You're most likely a member of the baby boom generation, and, despite the belt-tightening 1990s, you're doing pretty well. You're probably a senior manager (owner, president, CEO, CFO, or VP) with a household income exceeding $90,000. You're very well educated. You almost certainly have a college degree, and odds are very good that you also have a graduate degree. And you're on the road a lot, with at least a dozen domestic trips and one international trip scheduled each year. Yep, you've guessed it. We've taken a good look at the surveys many of you sent back from the January/February issue. It's great to get a chance to know you, and, especially, to get an idea of what you think about Business Strategy. It was heartening to learn that you really read the magazine (more than half of you read at least three-quarters of each issue, and, interestingly, those of you who have been getting the magazine for at least a year read more of it than those who just started getting it), that you pass it along to two or more others, and that you often copy or clip articles from it. You said you liked our Special Focus sections best and liked the feature articles more than the columns and departments. But you like scanning through "Short Takes" and "Clippings," and you like the columns on global business issues. Your favorite feature in recent issues was the technology special focus, and your favorite column was "The January Effect." We were glad to learn that you don't much like the "Out-of-Pocket" column, because we'd already decided to bag it. So now that we know more about you, we're going to put that information to work. Given your demographics, we can see there's no need to spice up the graphics with wild designs and neon colors. And we certainly don't ever have to write down to you. We could, however, consider printing the magazine on air mail paper so you can carry it with you on trips. But then we'd have to sacrifice print quality, and you wouldn't like the result anyway. We'll also keep in mind the issues you said you wanted us to cover. You asked for more stories about entrepreneurs, so we offer a story about an iconoclastic entrepreneur, Jon Huntsman (page 20). You wanted more industry-related stories, so we took a look at what's going on in the electricity utilities (page 44), and you wanted a bit more about strategy theory, so we have run a story about Documentum, a company that has put a theory about vertical marketing to profitable use (page 50). In future issues, you'll see technology- related articles, financial strategies, and more global business coverage. Now that you've broken the ice, don't be such strangers! Do call, write, email, or fax Rick Mullin or me with comments about Business Strategy. —Pamela Goett, Editorial Director CORRECTION Because of an editorial error, Malcolm Hughes, author of the Global Trends column, "Seeking a More Perfect Union," that ran in the March/April issue, gained a new surname. We apologize to Mr. Hughes for this truly regrettable mistake. 4 | May/June 1996 DIRECTOR'S NOTE http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business Strategy Emerald Publishing

You're Not Nobody

Goett, Pamela
Journal of Business Strategy , Volume 17 (3): 1 – Mar 1, 1996
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0275-6668
DOI
10.1108/eb039774
Publisher site
See Article on Publisher Site

Abstract

You're Not Nobody Let me tell you about yourself. You're most likely a member of the baby boom generation, and, despite the belt-tightening 1990s, you're doing pretty well. You're probably a senior manager (owner, president, CEO, CFO, or VP) with a household income exceeding $90,000. You're very well educated. You almost certainly have a college degree, and odds are very good that you also have a graduate degree. And you're on the road a lot, with at least a dozen domestic trips and one international trip scheduled each year. Yep, you've guessed it. We've taken a good look at the surveys many of you sent back from the January/February issue. It's great to get a chance to know you, and, especially, to get an idea of what you think about Business Strategy. It was heartening to learn that you really read the magazine (more than half of you read at least three-quarters of each issue, and, interestingly, those of you who have been getting the magazine for at least a year read more of it than those who just started getting it), that you pass it along to two or more others, and that you often copy or clip articles from it. You said you liked our Special Focus sections best and liked the feature articles more than the columns and departments. But you like scanning through "Short Takes" and "Clippings," and you like the columns on global business issues. Your favorite feature in recent issues was the technology special focus, and your favorite column was "The January Effect." We were glad to learn that you don't much like the "Out-of-Pocket" column, because we'd already decided to bag it. So now that we know more about you, we're going to put that information to work. Given your demographics, we can see there's no need to spice up the graphics with wild designs and neon colors. And we certainly don't ever have to write down to you. We could, however, consider printing the magazine on air mail paper so you can carry it with you on trips. But then we'd have to sacrifice print quality, and you wouldn't like the result anyway. We'll also keep in mind the issues you said you wanted us to cover. You asked for more stories about entrepreneurs, so we offer a story about an iconoclastic entrepreneur, Jon Huntsman (page 20). You wanted more industry-related stories, so we took a look at what's going on in the electricity utilities (page 44), and you wanted a bit more about strategy theory, so we have run a story about Documentum, a company that has put a theory about vertical marketing to profitable use (page 50). In future issues, you'll see technology- related articles, financial strategies, and more global business coverage. Now that you've broken the ice, don't be such strangers! Do call, write, email, or fax Rick Mullin or me with comments about Business Strategy. —Pamela Goett, Editorial Director CORRECTION Because of an editorial error, Malcolm Hughes, author of the Global Trends column, "Seeking a More Perfect Union," that ran in the March/April issue, gained a new surname. We apologize to Mr. Hughes for this truly regrettable mistake. 4 | May/June 1996 DIRECTOR'S NOTE

Journal

Journal of Business Strategy – Emerald Publishing

Published: Mar 1, 1996

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