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Journalists are warned never to let themselves become the story, unless the story is about their corner of the media.
During last week's Semicon West, MICRO magazine's pending demise turned out to be a hot topic on the show floor and in the evening schmoozefests. As editor in chief and primary beneficiary of the magazine's cult of personality for many years, I became the story too. Here's some musings on my experience last week.
First off, although hundreds of people did know about MICRO's news before Semicon week, many more either found out at the show (directly from me or through the grapevine) or remain in the dark. Since there's been no "official" announcement from Canon Communications, our parent company (and there might not ever be such an announcement), people have also found out about the situation from this blog, a couple of mentions in other blogs and news stories, and a personal email I sent out to a select group the week before the show.
Reactions to the news have ranged from shock and sorrow to confusion and disappointment, even anger. "How can such a good magazine go out of business?" (Quality content does not equal profitability.) "What's wrong with your company for killing the pub?" (No comment.) "You guys were the best magazine out there, you hit a sweet spot." (Thanks a million--it was a great ride.) "SEMI's mag should have been the first to go." (No argument here.) "The June and July issues don't look like those of a magazine that's going under." (Yup, our only two profitable issues of the year! Commitment to excellence to the bitter end.) "Were you shocked, Tom, did this come as a surprise to you?" (No. Writing was on the wall for many moons.) "What are you going to do now, Tom?" (Take the summer off, then resurface in the fall and check my options.) "With all your experience and contacts, you'll land on your feet." (Methinks you're correct, sir/madam!)
I had to repeat the "story" of why the plug is being pulled many, many times. The magazine's lack of profitability over the past couple of years. The shrinking and unsupportive marketplace. (Yes, semiconductor/microelectronics equipment, materials, and components suppliers, you share a big part of the blame due to your lack of advertising support--now you have one, possibly two less magazines in which to place your news and technical articles!) Too many competitive magazines in said shrinking, unsupportive marketplace. The weakness of print publications and the difficulties inherent in the emerging hybrid digital/Web/print trade-mag model. The failure to close a deal that would have given MICRO a new life under new ownership. (The prospective buyer backed out at the 11th hour.) The strategic direction of Canon being other than the semi/micro/nanoelectronics sector. (No surprise there, given our aforementioned lack of profitability and unsupportive marketplace.)
Our story also elicited some soul-searching from several folks I spoke with, who now question their own futures and whether they should cut loose from their comfortable jobs of many years and find another gig, either on their own or with another company. Many consultants told me that the decision to go out on their own was the best thing they'd ever done for a variety of reasons, financial and otherwise. One semi equipment industry veteran I've known for years ticked off the many companies he'd worked for during his career, noting that most of them don't exist any more: either they went out of business or were bought and absorbed by a larger company.
I could go on with my bittersweet reveries and recollections about the magazine's heyday, the end of MICRO, and the beginning of a new chapter in my professional life. And I will in future Chip Shots postings. If you have any fond (or other) memories or comments about MICRO, please share them.
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