Poker Magazine Strategies in a Down Economy

Given the age of the internet, owners of newspapers, magazines, and other print materials have struggled to survive. Add in an economy on the downswing and the environment is complicated even further. Poker News Daily sat down with John Wenzel of Poker Pro Magazine to survey the magazine scene.

Poker News Daily: Have magazine sales dropped significantly given the down economy?

Wenzel: Poker publications are unique not just because the industry so competitive, but also because we rely so little on actual sales. When the first poker magazine was rolled out 20 years ago, it was given away. Ever since then, players have expected to get it for free. Sales have never been a big part of a poker magazine’s business model. Of the big three, we probably have the largest distribution in card rooms and newsstands. Our sales haven’t changed much during the recession.

PND: You make money off of advertising then? Has that suffered?

Wenzel: We make most of our money off of advertising. We took a big hit in 2006 when the Unlawful Internet Gambling Enforcement Act (UIGEA) was passed and sites like PartyPoker left the U.S. market. Earlier this year, we also took a bit of a hit with the economy, but things are starting to turn around. Luckily, we’re a pretty lean and nimble company, so we can react quickly if the market changes. We can hunker down and hang in there.

PND: How was Poker Pro Magazine started?

Wenzel: I was a serious player my whole life. I always had a day job as a reporter or an editor and also was a designer, so I had a unique vantage point. I always read magazines and had some definitive ideas of things I wanted to do. Number one was making a professional and quality publication, not just as far as content, but also in basic production values, editing, attention to detail, and design. I wanted to make a slick publication that people would read outside of the card room, take home, and put on their coffee table.

Also, we’ve tried to show a lot of respect for the game and its history. We’re not afraid to tell it like it is. For example, we’ve criticized ESPN for giving self-promoters camera time and have campaigned against archaic laws against poker.

PND: How have you tried to differentiate Poker Pro Magazine from publications like CardPlayer and Bluff?

Wenzel: There is one magazine that targets high school and college kids. Every page has a message like, “Poker is cool.” In contrast, we try to have something for everybody. Poker is indeed cool, but we’re not strictly aiming at a high school and college market. There’s also an old school publication that is kind of behind the times. We try to strike a balance.

PND: Is bringing in third-party content essential to filling space and creating something for everyone?

Wenzel: We try to have all of the latest news, but as a monthly publication, it’s not like it used to be. We try to cover everything and we try to have a mix of up-to-date strategy, player profiles, poker history, and basically something for everyone. Entertainment is our number one priority.

PND: Are websites like Poker News Daily competitors to Poker Pro Magazine?

Wenzel: I only consider other magazines to be competition. We have our own website as well. I see a magazine as something that someone sits down with.

PND: What is the future of poker magazines?

Wenzel: All print media are hunkering down. The whole industry is contracting. However, there will always be a place for a good magazine.

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Useful poker terms:

OVER - A term used in describing two pair or a full house. "Kings over tens" means two pair, kings and tens. "Jacks over", also "Jacks up" describes a hand that is two pair: Jacks with an unspecified lower pair. Also used to describe a full house, distinguishing the three of a kind from the pair. The hand J-J-J-A-A could be described as "Full house, Jacks over Aces".
ROLLED UP - In seven-card stud, being dealt three of a kind in the first three cards.
SPREAD LIMIT - A variation on fixed limit wherein the minimum and maximum bets are different. A 1-4-8 game allows bets from 1 to 4 in the early rounds and 1-8 in the last round. A 1-4-8-16 game allows bets from 1 to 4 in the early rounds, 1 to 8 in the next-to-last round, and 1 to 16 in the last round.
PROP - Also PROPOSITION PLAYER. An employee of the gaming establishment whose primary purpose is to keep enough players at a table to prevent breaking up the game for lack of players. Unlike SHILLs "props" make a small hourly wage but play with their own money, winning or losing based on their skill.
PAT - Holding or being dealt a pat hand. "I'm pat" would mean "I don't want to draw any cards.
RAINBOW - In flop games, a flop in which no two cards are of the same suit. "The flop was A 9 7 rainbow."

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