Not in mega-yacht profitable, but a good living for a lot of people. We are seeing some revival - Modern Rodder, All-Chevy and others seem to be making a decent go of it, even if the writing is a shadow of the forefathers.

Ulltimately, It is the essential conumdrum of advertising: a few really big clients who buy a lot of pages... or a lot of little guys who just buy a few.

The former is more fun, the latter more sustainable, but invariably gets bosses to float in and ask why you are not "thinking bigger" ... "we can put them on the cover" ..."put something together for me when I go to [blank] next month."

Junk debt in publishing to monopolize page pricing for big advertisers was like giving a pilot a double scotch just before the plane flies into a thunderhead.