Gomberg's proposal for TAG replacement

[Neil Frank <nfrank@mindspring.com>]

Hi all,

I am adding a bit of information on Gomberg's proposal.

As Bob indicated in his recent message, I too had a long phone conversation
with Dave about his proposal to produce a full color version of TAG. I now
think his proposal has more value to the AGA than I originally thought and
I am glad that the entire Management Committee has the chance to see it and
for us to collectively discuss it (Dave sent me a writeup and I include it
below). It supplements Bob's information. Before we start to discuss it, I
would like to give Dave Gomberg a chance to directly participate.

Erik- can you set up a way to temporarily or permanently include him (check
with cashin about protocol). This way Dave can directly answer any
questions or clarify any issues if needed. 

In particular, I now believe that paying authors for articles can provide a
better collection of articles for the future.  As I put together the
available material for the next Sep-Oct issue of TAG (which I am now
working on together with Mary McCaw), I realize that the prospects for new
material will ALWAYS be dim. [btw, I was told that the long awaited jan-aug
"super" issue went out in the mail yesterday!!]. 
I think it may be worth giving Dave a shot at providing us with a
commercial quality magazine and possibly a new source of articles. This of
course means advertising, which I was NEVER against. [TAG originally had
ads, but we dropped ads because they were too much trouble for ME to
personally deal with.] In the proposal below, Dave lists me a technical
editor.....perhaps associate would be a better term. I told Dave that I
still want to be involved with TAG (or APM or whatever)... to help with
technical review on an ad hoc basis and to help as advisor in other ways. I
made the same offer to Mary. I look forward to be able to partipate without
the burden of deadlines and to help AGA in other ways.

As Dave also indicates, AGA can utilize this new vehicle for our periodic
annoucements (meeting notices, other news items and any organization
information that we feel a need to publish, etc) or we can choose to have a
separate small mailing during the intervening months (our choice). This
part of the magazine can offer new opportunities for creativity on our part
and I suspect can take on the format of a newsletter and may even have some
of the flavor of the current TAG. [I have not specifically discussed any of
this with Mary... so she should also be allowed to participate in the
discussion.] From an AGA point of view, the current proposal allows our
members to receive the new publication in lieu of TAG for a discounted
price (our dues are $15... we pay $12 to get the APM). This will be an
incentive for any subscriber of APM to become an AGA member. This allows
AGA to continue to build our base for other activities. 
Bob has pointed out that for a relatively small investment ($3K) we can
maintain control of the publication. I would like to know if this is a one
time thing. Nevertheless, this is another new piece of information that was
not available when we tentatively decided that we did not like the idea.

TAG as we now know it has been a cornerstone of the AGA. With APM, we might
need to come up with a new raison d'etre (reason to be). This can consist
of providing new service to our members ... like hard to find items
(plants, books), to have regional, national or international meetings (for
presentations and face to face exchanges) and to provide other opportunites
for fellowship.

-----------------------------proposal from Gomberg-----------------------

>From: Dave Gomberg <gomberg@wcf.com>
>Subject: How's this.....
>
>This is a proposal for AGA undertaking on its own or cooperatively,
>an advanced publishing project.
>
>I propose to publish a magazine, tentatively entitled AQUARIUM PLANT
>MAGAZINE.  It will very closely resemble Buntebarsche Bulletin, a
>copy of which is on its way to you by mail.  Please save it when it
>arrives for discussion.  APM differs from current TAG as follows:
>
>1.  Intensive use of color
>2.  Larger
>3.  Ads
>4.  Paid authors
>5.  Paid business people
>
>It would be published four times a year.  There would be 40 pages
>total, four covers and 36 interior pages.  Of the covers 3 would
>contain advertising, of the 36 interior pages 16 would contain
>advertising.  Additional editorial material (4-16 pages more than
>the standard 20) would be provided as available.
>
>Between 2 and 4 of the editorial pages would be for AGA news, to be
>edited by the AGA news editor, a volunteer appointed by AGA.  The
>balance would be devoted to technical articles.  Generally one
>classic, one beginner's technique, one advanced technique, one
>species info, one great tank/fishroom/store/???, one problem-solving
>(but only 4-5 stories total).  It would be all color (4 color
>process) and would be profusely illustrated.
>
>Cover price would be $5.95, with subscriptions at $20 per year in
>NAFTA.  The AGA would bulk subscribe all its members at $12 per year
>each, postage and handling included.  All the AGA would need to do
>would be provide names and addresses, either on floppy or labels.
>
>The magazine would be published quarterly.  Quality would be ensured
>by having adequate staff (not expecting one person to have to do
>everything) and by paying authors.  Authors would receive $120 per
>page (including photos),
>
>I would do article solicitation and copy editing (for free, with the
>able assistance of Diana Lum), Neil Frank would be technical editor
>(for free), Dave Herlong who does BB would do production and
>advertising sales (for money).  I would do bulk sales (to
>distributors and stores for free).  These considerations and the
>fact that the magazine is expected to lose money are the reasons for
>considering doing it outside the AGA.
>
>To make this clearer, the totally fun jobs (like angel and/or
>reader) have to pay, the mostly fun jobs (like editors) get nothing,
>the tough jobs (deadlines, have to do it when you are sick anyway,
>have to meet with ad folks) are paid.
>
>The target market would be aquarium plant hobbyists and aquarium
>plant professionals.  The NAFTA circulation would be about 1000, EU
>200, Asia 50.  Newstand/store sales would total another 300 NAFTA,
>300 EU, 200 Asia.
>
>Please let me know if AGA wants to be a participant in this.  It
>could be the owner if it wanted to front all the money, or it could
>be a strong participant as a stockholder.  In the later case, shares
>would be issued to those who invest (angels).
>
>My only restriction in working for free is that I would want to be
>the executive editor (working under GENERAL direction from AGA if it
>were the owner).  If AGA and I failed to agree, I would have one
>year of residual editorship, during which time AGA would select my
>replacement.   But I don't want to be dumped unceremoniously.
>
>Please feel free to ask any questions that come to mind, I will
>quote the question and reply to everyone.
>
>Thanks for your time and attention.
>
>Sincerely,
>
>Dave Gomberg
>--
>Dave Gomberg, San Francisco            mailto:gomberg@wcf.com
>-----------------------------------------------------------------