GX Report bows out: 'Thank you ... and goodbye.'

This is the last issue of GX Report ... certainly in this format.

In a market where media and marketing demands and perceptions change,
we've taken the decision to cease publication rather than compromise the
values and differentiation the magazine was launched to espouse. Our
standalone edition for the newspaper industry, GXpress continues as
before and I'm hoping to have the time to allow this to fulfil its
potential.

We launched GX Report in 1998 into a competitive environment which has
changed since, not always in the ways anticipated. APN had opted to close
both Ink magazine - of which I had been editor for most of a decade - and
the Peter Isaacson-founded Graphix ... and replace them with what became
Print Asia-Pacific. While I wrote for it for a while, it was hard to
reconcile the 'me-too' marketing attitudes with my own ideals.

Enter GX Report in August 1998 with a first edition lauded by everyone from
Rochester Institute of Technology professor Frank Romano (who incidentally,
retires this month) to a round of very welcome supporters including Agfa's
Garry Muratore, Heidelberg's Rosemary Clarke, Garry Knespal (GASAA), Ian
Holland (then Colorbus), Phil Taylor (Franklin Web), Patrick Howard (then
editor of Australian Printer and now Print 21) and my old boss, Bill
Minnis.

We set ourselves a similar model to that of Ink, which had aimed to be a
BRW of the graphic arts industry, and to have the editorial independence
and freedom of thought enjoyed by the UK print weeklies (which are
sustained by classified advertising). We wouldn't fill our magazine with
unadulterated press releases (and haven't), and told in a paragraph or two,
the supplier stories to which other magazines often devoted a page.

We dared to mention more than one supplier in a single story, even (perish
the thought) voice the occasional mild criticism, though we knew it would
be tough. When our first issue ran a 'Me and my Speedmaster 74' story about
a rapt Brisbane printer's pair of new automated sheetfed presses, we dared
to mention that there had been minor problems (since overcome) with sheet
marking. As soon as the issue was out, Heidelberg sales and marketing
director Rod Spencer was on the phone to demand, "Why'd you pick on us?"

The same Rod Spencer, as it happened, who groaned when I announced my
intention of launching GX. But for most of its life, they supported us with
advertising ... and there were enough others who saw the difference between
a magazine which published their press handouts and one which people
actively wanted to read. To Michael Laird of CyraChrome, I'm grateful for
the tag, 'The thinking person's trade magazine'.

But now it's time to go ... and it's best we know when that time comes.

Consolidation in the supply industry means there are now fewer like-minded
advertisers, and there are certainly more ways for them to spend their
marketing dollar. Industry-specific PR companies now preach the very
questionable message of 'something for nothing' through sending out
releases rather than advertising, and 'events' has become a marketing
industry in itself. Even the cost of DRUPA hotel rooms competes for the
same dollar.

We once quoted the adage about the problem of 'half your advertising budget
being wasted', but not knowing which half. It took an enlightened
advertiser (especially when cash was tight) to understand the value in what
we sought to do ... and we are grateful for those we've had.

Thanks its incredibly tight budget, GX has been profitable every year of
publication and continues to be so, but with the writing on the wall, we'll
leave now while we can do so gracefully, thank you. Personally, I hope to
maintain a strong relationship with the industry ... through GXpress,
writing for other magazines, special projects and (dare I say it) some PR.
There's also our sister magazine for the sporting goods industry to work on
and a host of other things for which there was never time ... other media,
OS-X and at home, a tricky renovation.

What follows among the other magazines will depend on the wills and resolve
of the stakeholders: We've presumed to tell companies and organisations in
the industry what we can and cannot do for them, and 'no' isn't an answer
many want to hear. Maintaining a culture of editorial independence -
symbolised by the fact that the cover was never for sale - wasn't
universally popular with those who pulled the purse-strings.

Thanks to all those who have encouraged us during the past six years,
including those named above, plus Paul Servais and Rémy Wright, who
presented GX's sales message, and to my wife and partner in all, Maggie for
everything else. Our printers - Darren Hall's Prominent Press and Don
Elliott's Agency Printing (and our friends at 'Proprint') - for making us
look good, despite the shortcomings of our inhouse prepress.
And especially, the industry companies which shared our vision and
supported us with their advertising.

We're proud and unrepentant ... and in different circumstances, would
probably do it all again. Ultimately the industry – and Australia as a
whole – will get the media it deserves, and it's up to us all to make sure
we deserve the best.

We'll see you around.

If you were one of the many GXReport fans, Peter Coleman can be contacted on mpcmedia@ozemail.com.au