Folio: Publishes Bewildering Piece About Magazine Innovation

The headline: “Want To Innovate? Look To The Little Guys.”

The content: “Kalmbach, which publishes 15 special interest magazines with total circulation of 1 million plus, knows what they are and what they need to be, even amidst the changes of the media industry…[Kalmbach has] faith in a model that works … and [is] not just chasing the latest fad for its own sake.”

In any case, Kalmbach Publishing Co., which may be most well-known (in this circle, anyway) outside the general area of Waukesha, Wisc., for The Writer, just purchased Cabin Life for an undisclosed sum. They’re doing well: $50 million in sales for each of the past six years, and president Gerald “Butch” Boettcher made Folio:’s list for the top 40 notables in the magazine industry.

And the company is innovating, or not, or something. W.T.F.

Join Baratunde Thurston (left), The Onion’s Director of Digital and author of How to Be Black, for an entertaining look at creative social media campaigns in our Social Media Marketing Boot Camp starting this Thursday, February 16. Other speakers include Morin Oluwole (Facebook), Michael Brito (Edelman Digital), and Tim Devane (bitly). Register now.