April 11, 2007
National Geographic CEO Says Nonprofit's Mission is
Bringing the World to Readers
By Chantelle Wallace
As CEO of the National Geographic Society, John Fahey says the mission
behind his organization is not necessarily driving circulation rates
up but promoting geographic knowledge and conversation of the
world’s cultural, historic and natural resources.
“Ultimately, we are not in the magazine business,” Fahey said at his
April 5 VIP Distinguished Speaker Series talk. “We are in the
business of bringing the world to people.”
Fahey presides at the helm of the 120-year-old nonprofit considered
an icon by many. “We resonate around the world because of our
guiding philosophy and principles,” said the former Time Life, Inc
CEO. “We’re not simply doing a job, we’re inspiring people to care
about the planet.”
Alexander Graham Bell’s Legacy
The National Geographic Society began as a club for an elite group
of academics and wealthy patrons interested in travel.
Only when Alexander Graham Bell
took over as the magazine’s second president in 1898 did it begin
its appeal to a broader audience. Fahey calls Bell a “true business
maverick” who started one of National Geographic’s most famous
practices—inserting photography with informative captions.
He also suggested making the stories shorter and less academic, and
adding advertising to increase revenue. In addition, Bell invented
the much-loathed magazine blow-in card as a marketing tool to
increase subscription rates.
“Bell made the magazine more accessible and popular,” Fahey said.
Leading a Nonprofit
Today, the National Geographic Society serves nine million global
members and maintains its nonprofit status. “Nonprofit means
non-taxable—it doesn’t mean you don’t make a profit,” Fahey pointed
out. “It also means we can worry less about the profit margin than
our competitors.”
“We’re a billion dollar enterprise, but unlike most charities we
don’t have to go begging for money.”
Since Fahey’s tenure with the magazine began in 1998, he’s been
faced with the challenge of changing aspects of the magazine to
reduce costs while still maintaining elements that have come to
define it.
For example, under his leadership, the magazine’s paper weight has
been reduced by 6 percent. This cuts down the price and
environmental damage.
Taking a Stance on the Human Genome Project
Despite criticism that the magazine doesn’t adhere to the
apolitical, objective ideals of journalism, Fahey maintains that
National Geographic tries to only take a position on issues backed
by strong scientific support, such as global warming, a topic that’s
received much coverage in the magazine. T
The magazine has also recently
been covering the Human Genome Project, which tries to determine the
origins and path of human migration. The magazine’s strong focus on
this issue has caused some to dub the magazine “National
Genome-graphic,” Fahey said.
Regardless of the subject covered, Fahey stands by the magazine’s
intent to focus on issues that really matter and bring them to
people in interesting ways.
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