Historically, publishers have most often come up from the sales side of things. But, in recently talking to an executive recruiter for b2b magazines, it seems that things may be changing. He said that in today's increasingly integrated world of magazines and online media, advertisers are making more of their decisions based on content than ever before.

The result, he claims, is that more and more top executives are looking for publisher material from the editorial ranks. Is this the case in your companies?

I think this is true. Recently I have noticed several editors sharing a dual title as both editor and "associate publisher." I also know of a few editors who have quit their "day jobs" to pursue owning/publishing their own magazines. If someone has the "right" personality to be a publisher - outgoing, friendly, etc. - then the publishing role can be a good one....if not, this can be a disaster!

Our current publisher is the former Editor-in-Chief. It's absolutely a church-and-state relationship, and I'm sure he had a learning curve in ad side I can only begin to imagine, but there's a certain strength in "getting it" in both worlds.

That said, it's a rare person who can split their life like that and really embrace the new thing.

I have long wondered: How does the editor/associate publisher thing work? Are you editorial or sales? I am not sure how one person can be both. This seems to be a conflict of interest, doesn't it?

In our case, it's not one person. There is an editor in chief (me) and a publisher (someone else). Publisher works on ad side.

As an editor, I'd always say a former editor is the best publisher.

I think it's easier for a journalist to learn about sales than vice versa.

The most important element is that the publisher/editor have a good relationship and trust/respect each other.

If this breaks down, you're in trouble.