The Case of the Disappearing Book of Lists Revenue
It’s me again—Detective DJ.
You know who I am. I’m the sleuth with a nose for data revenue. It was a rainy Tuesday, and I was nursing a stale cup of coffee, ignoring the leaky faucet that dripped like the steady tick of a clock counting down to some inevitable doom. That’s when she walked in. Black dress, black veil, streaks of mascara like train tracks on her cheeks. She didn’t so much sit as collapse into the chair across from my desk.
“It’s my husband,” she said, choking back tears. “Dr. Book O’ Lists. He’s in the hospital... on life support.”
I knew the good doctor—hell, everyone in the publishing game did. He was the big shot for years, the one who could slap your name in a ranking and make you a local legend. But I’d heard the whispers. Ad revenue was drying up, buyers were walking away, and even his glossy pages couldn’t compete with the digital age.
“Start at the top,” I said. “What’s wrong with him?”
The Diagnosis
Her words came out in bursts, like a confession she’d been dying to make:
Static Rankings Syndrome: The same lists, year after year—revenue, headcount, size. “It’s predictable,” she admitted. “People stopped caring.”
Mid-Market Neglect: He focused on the big players, ignoring the up-and-comers. “The mid-sized businesses are hungry for recognition,” she said, wringing her hands.
Ineffective Digital: Once upon a time, people thought the Book of Lists would make a great digital, searchable internet product. It never turned into meaningful revenue. The data wasn’t actionable enough, or rare enough, to merit top dollar, and slapping it online couldn’t solve the problem. Those who invested in digital display discovered that even the best display can’t make money fall from the sky. There has to be actionable value inherent in the DATA; the more actionable, the more you can charge. Here’s an example of actionable data.
I leaned back, steepling my fingers. “Sounds grim. But not hopeless.”
Can He Be Saved?
She looked at me with wide eyes, desperate for an answer. I laid out the three paths:
1. Cosmetic Surgery: Tweak and Shine
“We keep the doc fundamentally the same but spruce him up. Add new categories—innovation, sustainability, diversity. Give readers and advertisers something fresh. Discover new list categories that resonate with the times. Find new metrics for ranking. And don’t stop there—add testimonials, dynamic visuals, and QR codes that lead to bonus content. Make it engaging, make it modern.”
She nodded, a glimmer of hope flashing in her tear-streaked face.
2. Radical Overhaul: A New Era
“This one’s big,” I said, leaning forward. “We take him data-first. We host focus groups and use our journalistic connections to understand what kinds of data the people actually want, and are willing to pay for. We start asking different questions, along with the ones we’ve always asked. We stop seeing our surveys as a means to the produce Book of Lists, and start looking at every survey as an opportunity to gain insight into the business community. This means that the same survey that feeds the Book of Lists could also be feeding countless new products that are more compelling to the people. We throw our old assumptions out the window, and start new, and focusing down on what the people actually see as actionable.
She hesitated. “It sounds risky.”
“It is,” I admitted, “but sometimes you need to gamble to survive.”
3. Burn It Down: Rise from the Ashes
“The hardest option,” I said, setting down my coffee. “We let him go. Mourn him. But then, we build something new—something that would make his old man proud.”
She tilted her head, curiosity starting to replace the grief.
“Let’s go back to why Dr. Book O’ Lists was the king of the hill in the first place,” I said, leaning forward. “Before the information superhighway turned into a six-lane freeway of endless data, he built an empire on one thing: authority. He could collect actionable insights that nobody else could get their mitts on. Back then, his lists weren’t just fluff—they were maps for decision-making. They helped people navigate the big, hairy choices of their professional lives.”
She nodded slowly, the faintest hint of a smile on her lips.
“But here’s the rub,” I continued. “These days, that info’s a dime a dozen. Data is everywhere—free, fast, and overwhelming. But what his father—Pappy Business Journal—still has is a monopoly on relationships. Around here, his word still carries weight. His brand still has trust. That’s a currency no algorithm can replicate.”
Her eyes lit up. “So how do we use that?”
“Simple,” I said, “we start with what the locals are burning to know. What keeps them up at night? What would they pay to get an answer to? Let’s brainstorm.”
Ideas for a New Era
Vendor Satisfaction Index:
“Imagine a an index of tech partners, consultants, or agencies—not based on revenue and number of employees, but on real satisfaction data. Who over-delivers? Who flakes? People are desperate for insights to avoid costly mistakes.” Let’s map the relationships in the B-to-B landscape.Industry Forecasting:
“Use relationships to create a trusted pulse on local industries. Who’s growing? Who’s hiring? Where’s the next big opportunity? Local leaders will flock to get their hands on it.”Civic Impact Rankings:
“Who’s giving back? Recognize businesses that are improving their communities, tackling social issues, or making an environmental impact. Prestige, with heart.”
Listen, I’m not saying that these three ideas are the silver bullet, get me? — but I am saying that we could go back to the drawing board, check our core assumptions, raze the ground, and start something new.
I could see her wheels turning now, faster and faster. “The authority,” she said slowly. “We use the relationships and trust to answer the questions no one else can. That’s how we build something worth caring about.”
“Exactly,” I said. “Authority and connection—it’s still gold, lady. You just need to mint it into new coins.”
She stood, her grief replaced by determination. “Thank you,” she said, heading for the door.
As the rain kept falling outside, I sat back and smiled. Dr. Book O’ Lists might have one foot in the grave, but with the right moves, the family name could live on. Sometimes, all it takes to solve the mystery is remembering what made the legend great in the first place.