Quote, unquote: Don't force it. Do OK.

"I think that mass print is different than niche print. I’m in niche print. I don’t have a lot of competition in my niches. I put out a very high quality product. So, if there are people interested in subject matter, then I’m going to do okay. You can’t force things on people; it has to be what they want. Wine, cigars, whiskeys – these are things consumers are having an affair with."

-- Marvin Shanken, editor in chief and publisher of Cigar Aficionado, Wine Spectator and Whiskey Advocate, speaking to Samir Husni (Mr. Magazine).