A couple hours ago, I discovered that A.J. Hamler, the former Woodshop News
editor who had started Woodcraft Magazine for WCS, had been ousted.

The rationale is not clear--when I got bounced from the newsletter, the
rationale was murky until one considered salaries paid, benefits and such,
with no immediate benefit to the corporation. My guess is with just one year
of publication behind it, WM was not profitable, and not showing signs of
being profitable in the next three months or so. That means, as I was told,
that my ROS, or return on investment was low with the newsletter, and my
guess is A. J. was told the same. He was also told they were killing the
magazine, but Ken Kupsche, catalog director (and, now, Woodcraft Magazine
editor--and about the only woodworker in the place) said in a note to
another forum (Wood Central) that the magazine would continue...this should
be interesting. As I told one questioner there--who really wanted to know if
his bucks were a direct donation to Woodcraft's corporate welfare--check in
three to six months to see if the magazine is still chicken salad. My bet is
no, it is much squishier.

Only the Shadow knows.

[First, whatever e-mail address is attached to this is not accurate.
I'll fix it later.]

Hi Charlie..

I think everything you've said is true, but I do need to correct one
thing: They never actually told me they were killing the magazine, but
that's my take on it. The reason I was given in my 90-second meeting
with the WSC prez was, and this is an exact quote, "A.J., we have made
a decision to take the magazine in a new and different direction, and
that will require a change in editorial management." I even asked
what it was I did wrong, and I was told I did nothing wrong, and that
they were pleased with my work, and that my being let go had nothing to
do with my work but that they had simply decided they wanted the
magazine to go in a "different direction." I was given no other reason
for my termination, even though I asked. The other two people who were
fired (the other two people so far, that is) were told something
similar.

It's true that the magazine was not yet profitable. NO magazine is
profitable after its first year. Startups typically take anywhere from
two to five years to become profitable. WSC enticed me to come here as
part of a three-year plan for the magazine, but they pulled the plug
after only one year of publication. I'm sure they'll quote lots of P&L
figures to anyone who asks why they've done this, but the fact is that
they already knew all of this.

As to the terminations, WSC either decided to lie to three people they
were letting go (a potentially damaging lie at that, IMHO), or they're
lying now when they say that there is no change or new direction for
the publication, as has been stated by WSC in other forums. Both can't
be true. And, as I said on another forum, if they're not changing it
and there is no "new direction," then why am I not still there?

They fired the publisher, the editor-in-chief, and the ad sales staff,
and yet they're maintaining that they're going to continue "publishing"
a national magazine that isn't going to change. How do you publish a
national magazine without a publisher and an ad sales staff?

Still, if I could go back to May of '04 knowing what I know now, I'd do
it all over again because I think the eight issues I produced are
top-notch. I don't think I could ask for a better resume.

A.J.

A.J. Hamler wrote:

"A.J., we have made
a decision to take the magazine in a new and different direction, and
that will require a change in editorial management."

What ever color you paint it, it'd bean counter bull ****.

Damn, am I glad to be out of corporate America.

Lew

"Charles Self" wrote in message
A couple hours ago, I discovered that A.J. Hamler, the former Woodshop
News
editor who had started Woodcraft Magazine for WCS, had been ousted.

Damn shame, and I'll tell you why. Last Saturday night the magazine was on
the shelf of Barnes & Nobles and it was the first time I recall seeing it
there.

I could certainly have missed it previously, but it puzzles me that I did
because, if I don't have a gig, SWMBO and I have a standing Saturday night
date to raid the magazine shelves and drink some Starbucks decaf at B&N ...
and I distinctly remember thinking "... where did this come from, this is
really good stuff!".

In retrospect, it makes sense in that it may have been too good ... quality
is arguably becoming such a foreign concept in corporate America these days
that it probably scares the **** out of a management whose only encounter
with the concept was Pampers, and not all that long ago.

--
www.e-woodshop.net
Last update: 11/06/05

"A.J. Hamler" wrote in message

IThe reason I was given in my 90-second meeting
with the WSC prez was, and this is an exact quote, "A.J., we have made
a decision to take the magazine in a new and different direction, and
that will require a change in editorial management."

Most of us have been on your side of the table in one of those meetings at
least once in our lives. . None of it ever makes any sense.



I even asked
what it was I did wrong, and I was told I did nothing wrong, and that
they were pleased with my work, and that my being let go had nothing to
do with my work

Right, it has a lot to do with the fact they paid you a salary and don't
want to any more.


Still, if I could go back to May of '04 knowing what I know now, I'd do
it all over again because I think the eight issues I produced are
top-notch. I don't think I could ask for a better resume.

Well good for you. They can't take away your integrity, creativity,
management skills, or anything else that makes you what you are. I hope you
soon find someone that will appreciate what you have to offer and live
happily ever after (and get the last laugh).

Good luck with the future.

They never actually told me they were killing the magazine, but
that's my take on it. The reason I was given in my 90-second meeting
with the WSC prez was, and this is an exact quote, "A.J., we have made
a decision to take the magazine in a new and different direction, and
that will require a change in editorial management." I even asked
what it was I did wrong, and I was told I did nothing wrong, and that
they were pleased with my work, and that my being let go had nothing to
do with my work but that they had simply decided they wanted the
magazine to go in a "different direction."

This reminds me of the awkward situation most of us have been on either side
of at one time or another: breaking up with someone. You say to her, "It's
not you. It's me." But really, it's her, even if your reason for thinking
so is not rational.

Lee
--
To e-mail, replace "bucketofspam" with "dleegordon"

_________________________________
Lee Gordon
http://www.leegordonproductions.com

Lee Gordon wrote:
They never actually told me they were killing the magazine, but
that's my take on it. The reason I was given in my 90-second meeting
with the WSC prez was, and this is an exact quote, "A.J., we have made
a decision to take the magazine in a new and different direction, and
that will require a change in editorial management." I even asked
what it was I did wrong, and I was told I did nothing wrong, and that
they were pleased with my work, and that my being let go had nothing to
do with my work but that they had simply decided they wanted the
magazine to go in a "different direction."

This reminds me of the awkward situation most of us have been on either side
of at one time or another: breaking up with someone. You say to her, "It's
not you. It's me." But really, it's her, even if your reason for thinking
so is not rational.

I was in the same position, with the same company, just under three
years ago. Different company persident, and, if I remember correctly,
the "publisher" who got fired was the VP of Marketing as well, Sean
Draper, who is the guy I believe instigated my firing. My sympathy does
NOT go out to him.

Woodcraft has a serious problem with direction when it comes to the
face they wish to present to their buying public. Ideally, they'd like
it to look seamless, pointed at the good of the industry and show
willing to spend some money to get it in position to help both itself
and the woodworking world as a whole. In reality, they are penny
grubbers who prefer a low cost nonsense "Woodcraft University" to
anything real.

Oddly enough, this is not a stockpayer demand issue, AFAICT. One guy
owns the company, as a small part of a group of companies that includes
a vinyl window producer that brings in most of the "conglomerate's"
bucks.

It is, IMO, a serious lack of corporate dedication, direction and
talent. I am seriously disappointed in the new president of the company.

In article ,
"Swingman" wrote:

In retrospect, it makes sense in that it may have been too good ... quality
is arguably becoming such a foreign concept in corporate America these days
that it probably scares the **** out of a management whose only encounter
with the concept was Pampers, and not all that long ago.

I have to agree. It is a bit difficult for me to vent my disappointment with
corporate America, because as a Dutch/Canadian it tends to look like I am USA
bashing. Nothing could be further from the truth. Some of best friends are
American G
Americanadian products have taken a quality set-back. Same thing happened in
Germany. Their solution? Suck in your gut. Pull up your lederhosen, get to work,
put some pride back in what you're doing. Create some old-style true
apprenticeships. File away at that block of metal till it is flat... F.L.A.T.
maybe THEN you can get a job working for Volkswagen GMBH. Put some union
representation on the Board of Directors. Sunlight is the best disinfectant.
You don't see Festool, AEG, Fein and their ilk making **** in China.

........and F*UCK those snotty nosed ass-wipes whose mommies and daddies paid the
required $200,000.00 for their little kid to get an MBA from a prestigious
school (Yale etc..) and all they learned was to tell their most intimate sexual
secrets while lying on their back in a coffin with a ribbon tied to their dicks.
(Skull and Bones). (Dubya & Kerry)....and guess what? The performance of the
nation is being judged by certain financial 'indicators' whilst pride in
craftsmanship is sinking down the ****ter.

--------------

My 84-year old dad and I were talking the other day...and he remembered that as
a kid I once called a Mercedes a 'dressed-up taxi'. (It belonged to one of his
clients, who fortunately for me, had a sense of humour). My dad also remembered
having to drag me home on several occasions because I couldn't stop going over
to the neighbours' down the street and drool all over their Buick. I was in awe.
(Couldn't figure out where those rows of vent-holes were going though. G)

--------------

Fast forward... Then I used to drive past the Delta factory in Guelph,
Ontario...and looked at all the castings in the bone yard ageing till they were
settled enough for machining. I was told then: "They don't do that in Asia!!"
Well...they're not doing it here anymore either.

Solution??

BUY AMERICANADIAN products. So we can have the corporate slime-balls donate to
their most advantageous political party and get defence contracts in return.

Call me cynical....but call me...no..wait...have your people call my people.
We'll do lunch.

***end of rant***

Charles Self wrote:
A couple hours ago, I discovered that A.J. Hamler, the former Woodshop News
editor who had started Woodcraft Magazine for WCS, had been ousted.

The rationale is not clear--when I got bounced from the newsletter, the
rationale was murky until one considered salaries paid, benefits and such,
with no immediate benefit to the corporation.

It wasn't purposeful, I had no idea this would happen because of what I did.

I received some toys from WC awhile back and, as part of the deal, I was
offered a free one-year subscription that I turned down.

Why did I turn it down?

Because, I think, I harbor the suspicion magazines are conveyences for
the advertisements found in them and everything else in them is just
window dressing. I think you agree that the executives feel the same
way, based on your assessment of what happened.

I get much, much more browsing the links you all have been posting here,
and reading your discussions. I get to read the first hand account of
someone's project, often extremely well written, and I see many ideas
being used, and I see lots of discussion of various tools.

Sure, there may be an amount of guerilla marketing going on here, but I
have the frequency of those broadcasts and can enjoy watching a
*dialogue* happen when someone else responds.

er
--
email not valid

In article ,
Robatoy wrote:

Americanadian products have taken a quality set-back.

Most, but certainly not all - Oneway lathes and products are certainly a
Canadian exception. Otherwise, I agree with your messages.
--
Owen Lowe
The Fly-by-Night Copper Company
__________

"I pledge allegiance to the flag of the
Corporate States of America and to the
Republicans for which it stands, one nation,
under debt, easily divisible, with liberty
and justice for oil."
- Wiley Miller, Non Sequitur, 1/24/05

"Enoch Root" wrote in message
news:kcSdnb6xL62fxQ_enZ2dnUVZ_tGdnZ2d@forethought. net...
Charles Self wrote:
A couple hours ago, I discovered that A.J. Hamler, the former Woodshop
News
editor who had started Woodcraft Magazine for WCS, had been ousted.

The rationale is not clear--when I got bounced from the newsletter, the
rationale was murky until one considered salaries paid, benefits and
such,
with no immediate benefit to the corporation.

It wasn't purposeful, I had no idea this would happen because of what I
did.

I received some toys from WC awhile back and, as part of the deal, I was
offered a free one-year subscription that I turned down.

Why did I turn it down?

Because, I think, I harbor the suspicion magazines are conveyences for
the advertisements found in them and everything else in them is just
window dressing. I think you agree that the executives feel the same
way, based on your assessment of what happened.

I get much, much more browsing the links you all have been posting here,
and reading your discussions. I get to read the first hand account of
someone's project, often extremely well written, and I see many ideas
being used, and I see lots of discussion of various tools.

Sure, there may be an amount of guerilla marketing going on here, but I
have the frequency of those broadcasts and can enjoy watching a
*dialogue* happen when someone else responds.


It's probably a good idea to remember that no company is in business to lose
money, nor do many that I know of exist to provide a product at no cost.
That is the reason for advertising in magazines. Your subscription fees,
with some major exceptions in the market--ShopNotes, for one--do not pay the
costs of the magazine and staff. The advertising does, and the sub fees then
become gravy, profits for the people owning the company.

I have absolutely no problem with that. In fact, I like to read well done
ads on items or subjects of interest to me.

I do not like magazines, or anything else including on-line newsletters,
that pretend to be purveyors of information and advertising while
shortchanging the information end. The editorial end is as important,
possibly more important since it drives the entire enterprise, than the
advertising. The problem comes with corporate types who believe that
advertising is the be-all, end-all and covers the middle, too, and that
customers will just gobble it up without discrimination.

Not so, in my experience. Of course, since I provide editorial for
magazines, newsletters, books and other things as a living, I'm biased in
that direction, as A.J. was...is.

I know A.J. cared if his magazine made money, and the more, the better,
because that leaves him to do his job in peace and security. But his primary
method of making sure that he reaches that money-making goal is to make sure
he is turning out a high quality magazine, with coherently written and
edited, and informative, copy that his readers enjoy and find useful.
Evidently, the company's primary goal lies in another direction, or so they
told him when firing him.

With my on-line newsletter experience there--with a boss who raised hell
with me for running a bio piece on Lonnie Bird that actually covered his new
school ("Who's he? I never heard of him!")--I feel I have a pretty good
understanding of where they're going next with the magazine. It will get its
info feed from the catalog and promote only those products and people that
the company wishes promoted.

Bias is always present, of course. Human nature is that way. But commercial
bias can get ridiculous in today's world (and in any world: check some 1890s
newspaper ads), and the blare of horns soon gets tiresome. Expect this
magazine to follow the Woodcraft auction site into oblivion, in about the
same period of time. At some point, it will become less profitable for
vendors selling to WCS to buy ads in the magazine, and they'll shrink their
buys and then eliminate them, regardless of pressure, and then the corporate
fiscal support will fade.

Two years, max. Probably more like one.

When it first came out I figured it was going to be a
subscriber sponsored magazine of ads for WoodCraft
so I skipped it. This thread got me to have another
look. I bought a copy and was impressed. The articles
were good and more thorough and better illustrated
than in most of the other mags which have "Build
this Bombay Chest of Drawers - Step By Step" and
then try doing it in two and a half pages. The range
of projects, from a Doug Stowe curved top box to
a grandfather clock, as well as a veneered table
top with Fleur De Li (sp?) inlay, were pretty
thorough. The Shop Vac Fiasco was icing on the cake.

As a single guy, I go grocery shopping when I've
just about run out of toilet paper. On the way
to the grocery store I stop at the book store to
pick up woodworking magazines (for The Reading
Room). WoodCraft magazine would've become
part of that ritual - until I learned of the Bean
Counters and their "new direction". Look for
Pamela Anderson (and her cleavage) on the next
cover - with a fold out "suitable for framing"
(making a custom picture frame will be THE
project of the issue - with cherry stained
poplar AND lots of high gloss poly - corners
bradded of course).

Pity

charlie b

"A.J. Hamler" wrote in message
oups.com...
Still, if I could go back to May of '04 knowing what I know now, I'd do
it all over again because I think the eight issues I produced are
top-notch. I don't think I could ask for a better resume.


Makes sense to me. In my case, they ran my articles with by-line for a few
months, then started stripping the by-lines. I have no idea if they still
run the articles or not, but, of course, they are no longer useful to me as
clips.are