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The Rise, The End & The Lessons Of L&L Publishing

Craig Petty provides a retrospective analysis of L&L Publishing, detailing its rise as a major force in magic through high-quality books, DVDs, and lecture notes that educated generations of magicians, its eventual decline due to industry shifts like digital streaming and direct-to-consumer sales, and the lessons for magicians on adaptability, embracing technology, and building audience relationships in a changing marketplace.

Key points

  • L&L Publishing was a significant company in magic, producing educational materials like books and DVDs.

  • The company collaborated with top-tier talent to democratize advanced magic knowledge.

  • Factors for decline include shifts to digital streaming and direct-to-consumer sales.

  • Lessons for magicians include the importance of adaptability and embracing new technologies.

  • The legacy of L&L Publishing includes setting high standards for magic media.