Michael Gerber, comedy writer and editor of The American Bystander magazine, discusses his career in comedy writing for TV, writing parody novels, and editing and publishing The American Bystander magazine. Topics include distribution challenges, using the internet for promotion, The Onion's success, finding your voice in comedy, challenges of getting published, creating a book that fills a gap in culture, and career in comedy and helping others.
American Bystander magazine bypassed traditional newsstand distribution by leveraging online platforms for successful audience reach.
Michael Gerber's experience in writing parody novels highlighted the power of creating parodies that connect with fan bases and generate appreciation for the original works.
The American Bystander aims to create a magazine that stands the test of time by curating enduring humor and establishing itself as a trusted platform for quality comedy content.
Deep dives
The Origins of American Bystander Magazine
American Bystander is a national print humor quarterly in trade paperback book format that was founded in 2011. The magazine aims to create an adult college humor magazine without compromise for advertisers or distribution. The editor and publisher, Michael Gerber, used his passion for print humor and his experience in publishing and design to put together a magazine that celebrates the old-fashioned humor magazine format. The magazine has gained awareness through social media and has found success by using the internet to reach its audience and bypass the constraints and limitations imposed by traditional newsstand distribution.
The Challenges of Newsstand Distribution
Before the rise of the internet, newsstand distribution presented significant challenges for new humor magazines like American Bystander. The traditional newsstand distribution system was controlled by middlemen who determined the format, frequency, and creative limitations of print comedy. Access to prime newsstand locations, such as Hudson News at airports, required significant financial investments and often involved underhanded practices such as cash transactions. Overcoming these barriers and successfully cracking the newsstand distribution network proved to be a difficult and expensive task for many publishers.
The Shift to Online Distribution
In the face of the challenges posed by traditional newsstand distribution, American Bystander decided to embrace online distribution as a way to bypass the middlemen and reach its audience directly. The magazine leveraged social media platforms to spread the word about its content and build a loyal readership. By using the internet to distribute the magazine, American Bystander was able to circumvent the limitations imposed by traditional newsstand distribution and maintain full creative control over its format and content. While the online distribution strategy is ongoing, it has proven to be successful in gaining awareness and reaching a wider audience.
The Value of Print Parodies and the Future of American Bystander
Michael Gerber's experience in writing parody novels, such as the Barry Trotter series, provided insights into the power of creating loving parodies that tap into the fan base of popular franchises. These parodies not only bring joy to readers and provide an interactive experience, but they also generate a deep connection and appreciation for the original works. Despite the challenges faced in the traditional publishing industry, Gerber remains dedicated to American Bystander and continues to publish new issues that celebrate classic print humor with a modern twist. While open to the idea of collaboration or a shift in ownership, Gerber remains committed to maintaining the magazine's integrity and avoiding compromises that could dilute its unique voice and audience connection.
Overcoming illness and finding purpose
The podcast episode features an interview with Michael Gerber, the founder and editor of The American Bystander comedy magazine. Gerber shares his personal journey of overcoming a chronic illness, which led him to reassess his life and find a new purpose. Through acupuncture and Qi Gong, Gerber experienced remission and regained his vitality. This transformative experience inspired him to create The American Bystander, a print humor magazine that aims to curate fine comedy and provide a platform for both established and emerging writers. Gerber's goal is to create an institution that will last for generations, supporting and promoting talented writers in the comedy industry.
The philosophy behind The American Bystander
Gerber discusses his unique editorial approach for The American Bystander, aiming to create a magazine that will stand the test of time. Instead of having a single idiosyncratic voice dominating the publication, Gerber seeks to create a perfect bouquet of wildflowers, with each writer's contribution shining in their own unique style. He believes that longevity and reader focus are crucial for the magazine's success. Gerber also highlights the challenges of breaking through the noise in the digital age and the importance of establishing The American Bystander as a trusted curatorial platform for quality comedy content. He envisions the magazine as a one-stop shop that fills the gap in our culture for curated, enduring humor.
Michael Gerber talks about his hard-won career in comedy writing for TV, writing parody novels, and finally editing and publishing The American Bystander magazine.
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