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editorunleashed


Happy Dog Year. In the Chinese Zodiac, 2018 is The Year of the Dog. The last Year of the Dog was 2006, the same year the first issue of The New Barker made its debut. Those first few years publishing the


magazine were difficult as we struggled to find our voice and prove our relevance to readers and advertisers. In the world of mag- azine publishing, you’re only as good as your last issue. While some might think that, over time, it would become easier to produce a magazine, each subsequent issue continues to present new challenges and obstacles. I take that as a positive sign. Thankfully, we have never been at a loss


for good, original content. One of the challenges we continue to face, however, is determining which stories to develop. Some stories take longer to evaluate and subsequently develop. Deciding the issue in which they will appear, now takes more planning, along with an unscientific method I call juggling. Some stories we initially believed


would be of interest to our readers end up receiving too much exposure from other mediums. At that point, we have to deter- mine whether or not the story will still be of any interest to our readers. As a quarterly publication, this creates another interesting challenge: How do we remain relevant in the age of social media, where stories about dogs proliferate on a daily, even an hourly, basis? A lot of the stories on social media


are sensationalized, overexposed and some- times just too graphic. Is the story clickbait? A headline, visual or lead-in paragraph, generated for the sole purpose of enticing the reader to click on a hyperlink, sometimes leading to content of dubious value or interest. Is fast better than factual? Some online


sources are uploading content without first determining whether or not it’s factual. We’re living in a mea culpa world of news: Be the first to post the information. If it’s wrong, post a retraction later, buried somewhere obscure. The New Barker is one of 123 magazine


brands participating in a national advertising campaign that helps support the value and validity of the content in niche magazines. It is spearheaded by the Association of Magazine Media. The first ad in the series appears on page 43 of this issue.


6 THE NEW BARKER


Anna Cooke with Chloe, Dougie, Rita and Ms. Zoe. “It’s a media world where three-out-


of-four Americans say they have fallen for fake headlines, and marketers as well as consumers are challenging the legitimacy of many media outlets. We believe it is imperative to remind our customers about the tremendous resources the (magazine) industry puts behind our content platforms,” said Linda Thomas Brooks, president and CEO of the Association of Magazine Media. And this from Michael Clinton,


president, marketing and publishing director at Hearst Magazines: “After experiencing often unsafe and ineffective digital inventory as well as questionable results, marketers are turning to magazine brands to cut through the clutter.” The Chinese horoscope for the Dog


predicts that 2018 will be an opportunity to consolidate achievements and renew motivation. All past disappointments and misfortunes eventually dry up, so in 2018, the Dog can enjoy protective and benevo- lent influence. The Dog will reveal to himself the secrets of his most intimate desires, without feeling any shame. Many years of introspection will finally begin to bear fruit. The path of a deeper and more solid spirituality will be revealed. The increased maturity of the Dog in 2018 will have positive effects throughout the year. Thanks to a growing aura, the Dog will be listened to with much more attention by his peers. The Dog won’t hesitate to give objective advice and effective support to those in need. This sounds like a worthy prediction,


and I’m thinking The Year of the Dog will be a good one for The New Barker. A sincere thank you, to our readers and advertisers, for continuing to follow and support us.U


www.TheNewBarker.com


PHOTOGRAPH BY LAURA ALLEN STUDIOS.


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