Page 1
Page 2
Page 3
Page 4
Page 5
Page 6
Page 7
Page 8
Page 9
Page 10
Page 11
Page 12
Page 13
Page 14
Page 15
Page 16
whichhassteadilyswitchedfromtheprinttothePDFeditionovertheyears.PDFissuesallowone-clickdownloadingofthesupplementarymaterialsthathavebecomeanincreasinglyimportantpartofwhatwedeliver.Issuesalsocanbearchivedmoreconveniently.Mostrecent-lysmartphonesandespeciallytabletcomput-ershaveintroducedalevelofconveniencethatcanequalandsometimesexceedprint.Andever-lower-costin-officeprint-ingcanprovideahardcopyoptionforthosedesiringit.WhythecoverredesignBecausewefelttheneedtobemoreedgyandnewsygiventheedi-torialfocusofCB.Alsotomakeastrongerstatementaboutwhatwasinsideeachissue.Anywayyourcom-mentsarewelcomeeithertomeprivatelyatmailcreativebusiness.comorpubliclyonournewFacebookpage.Thethreearticlesinthisissueeachinitsownwayrelatetochallengesallreadersfacetoagreaterorlesserdegree.Findingoutwhatoth-ersoftencompetitorsareexperiencingandhowyoux19redoingrelativetothemisoneofthosechal-lenges.ThefirstarticleonCBx19sBillingRateSurveystartingonpage1givesinsightintoothersx19pricing.Itcontinuesourcoverageontheeffectsofthecur-rentrecession.ThesurveyEDITORx19SCOMMENTSOURTWOCHANGESYOURTHREECHALLENGESINTHISISSUEBILLINGRATES......110MGTPRINCIPLES..6PSYCHEMARKETING8ADVICE...........10CreativeBusinessispublishedninetimesyearlysixregularbi-monthlyandthreespecialreportissues.Editorialcontentisdirect-edtocompanyprincipalsandself-employedcreativeindividualsworkingwithinthecommunica-tionsbusiness.EditorCameronS.Foote.CirculationLeeStraube.PublisherDavidLizotte.DesignDavidLizotte.IllustrationMarkBellerose.Editorialofce101TremontStreetSuite300BostonMA02108.Telephone1-617-451-0041.Fax1-617-338-6570.e-mailmailcreativebusiness.com.Websitewww.creativebusiness.com.NewsubscriptionsPDFfor-matare149renewals139sentanywhereintheworldbye-mail.ISSN1073-8444.SeptemberOctober2011Volume23Number7.Copyright2011StaysailEnterprisesLimited.Allrightsreserved.Reproductioninwholeorinpartisprohibitedwithoutwrittenauthorization..CreativeBusinessisintendedtoprovidetimelyandaccurateinformationonsubjectscovered.Thepublishereditorandstaffarenotengagedinrenderinglegalaccountingorotherprofes-sionalservicesandassumenoliabilityforerrorsorthewaysinwhichinformationisused.Formatandcontentremainthesame.ForformerprintsubscribersthoughthisistheirfirstPDFissue.WhydidCBgoalldigi-talBecauseinthedecadesincewelaunchedourfirstPDFeditionithasbecomeincreasinglyevidentthatitoffersmorereadersmoreadvantages.Thisisreflect-edinoursubscriberbaseThisissueour209thstartsthe24thyearofCreativeBusiness.Normallythiswouldbeananniversarywithoutsignificanceorcommentexceptthatthisissuealsointroducesacouplechanges.Thefirstreadilyappar-entistheredesignofourfrontcoverthefirstintenyears.AseveryCBreaderunderstandsintroducinganewlookintoanestab-lishedpublicationcanbeproblematic.Doublysowhentheaudienceiscom-prisedmostlyofdesignprofessionals.Althoughourdesirehasbeenaroundforsometimeitwashelpedalongbythesecondchange.ThisisthefirstissueofCBthatisalldigital.SubscriberswhohavebeenreceivingthePDFeditionallalongwillexpe-riencenodifferenceasidefromthecoverredesign.resultsareself-evidentandnotwhatwewouldliketoreport.Stillitisalwaysbettertoknowthannot.Thesecondarticlestart-ingonpage6isasumma-ryofwhatiscertainlyoneofthemostchallengingaspectsofrunninganysuccessfulbusinessbeinganeffectivemanagerx14ofyourselfaswellasothers.Thearticlecoverstenbasicsandwhytheyareimportant.Usethemtoexaminereinforceandperhapsmodifyyourstyle.Thethirdarticlestartingonpage8aboutthecre-ativepsycheandmarket-ingregardsachallengethatisunusualperhapsuniquetocreativeentre-preneurs.Namelythereluctanceofmanytoembracewhatisnotonlyclearlyintheirselfinterestbutcanbeexistentialtotheirbusinesses.Thearti-clesummarizestheoriginsoftheproblemandwhyovercomingitiscrucial.