What was the key to the 153-year-old magazine, The Atlantic, making a successful transition to a multiplatform presence? According to its president “In essence, we brainstormed the question, ‘What would we do if the goal was to aggressively cannibalize ourselves?’ ” See this New York Times piece which details how the magazine--still graced by long-form pieces--prospered by starting to think of itself as more than just a printed product.Tuesday, December 14, 2010
Fine Old Cannibal
What was the key to the 153-year-old magazine, The Atlantic, making a successful transition to a multiplatform presence? According to its president “In essence, we brainstormed the question, ‘What would we do if the goal was to aggressively cannibalize ourselves?’ ” See this New York Times piece which details how the magazine--still graced by long-form pieces--prospered by starting to think of itself as more than just a printed product.
Wednesday, December 1, 2010
Silo Busting
The Times reports that next year will be the first time in fifteen that the four largest magazine companies in America are scheduled to have new top execs. The event is seen by at least one industry leader as "the changing of the guard from an older school to a newer school." One of the newcomers promises bringing "ever-more complex print and digital packages to their clients," breaking down silos that may still exist between the two means of delivery.
See the complete story at:
http://www.nytimes.com/2010/11/29/business/media/29mag.html?pagewanted=1&_r=1
See the complete story at:
http://www.nytimes.com/2010/11/29/business/media/29mag.html?pagewanted=1&_r=1
