Sara Nelson Era
Beginning January 24, 2005, the magazine came under the direction of a new editor-in-chief, veteran book reviewer Sara Nelson, known for her publishing columns in the New York Post and The New York Observer. A senior contributing editor for Glamour, in addition to editorial positions at Self, Inside.com and Book Publishing Report, she had gained attention and favorable reviews as the author of So Many Books, So Little Time: A Year of Passionate Reading (Putnam, 2003), in which she stirred a year's worth of reading into a memoir mix of her personal experiences after a New Year's resolution to read a book each week.
Nelson began to modernize Publishers Weekly with new features and a makeover by illustrator and graphic designer Jean-Claude Suares. The many alterations included added color (with drop shadows behind color book covers), Nelson's own weekly editorial, illustrated bestseller lists and "Signature," longer boxed reviews written by well-known novelists. The switch to a simple abbreviated logo of initials effectively changed the name of the magazine to PW, the name long used for the magazine within the book industry.
She also introduced the magazine's Quill Awards, with nominees in 19 categories selected by a nominating board of 6,000 booksellers and librarians. Winners were determined by the reading public, who could vote at kiosks in Borders stores or online at the Quills site. Reed Business dropped the Quill Awards in 2008.
In the past, the front covers of Publishers Weekly were used to display advertisements by book publishers, and this policy was changed to some degree in 2005. Although new PW covers now feature illustrations and photographs tied to interior articles, these covers are often hidden behind a front cover foldout advertisement. The visual motif of each cover is sometimes repeated on the contents page.
The Nelson years were marked by turbulence within the industry as well as a continuing trend away from serious writing and towards pop culture. Publishers Weekly had enjoyed a near monopoly over the past decades, but it was getting vigorous competition from Internet sites, e-mail newsletters and daily newspapers. The industry was consolidating. Many independent booksellers, who had been bread–and–butter clients of Publishers Weekly, were going out of business. Paid circulation dropped by 3,000 to 25,000 in the mid 2000s, Nelson pushed for significant changes towards modernization, greater use of the Web and more focus on analytical reporting, but she was contending with economic forces working against the book buying market, problems she addressed in a 2005 interview:
| “ | The distinction between a trade publication and a general-interest or consumer magazine is becoming ever more blurred... The magazine might not be for everybody who buys books... But I do think there is a good size civilian population that is fascinated by books and the book business. Find a group of three people, and two of them want to be writers or have a book idea. Everyone I know belongs to a book group. There is a crossover population that we should be able to add to the mix without sacrificing our appeal to people in the book business. | ” |
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