Wired's success doesn't translate into advertising
Stephanie Clifford writes for Monday’s New York Times about how Wired magazine’s success under editor Chris Anderson — it won three National Magazine Awards this year — hasn’t resulted in advertising revenue. It’s down 50 percent in advertising so far this year.
Clifford writes, “Mr. Anderson focuses just on the magazine, and does not oversee Wiredâ€™s Web site.
“‘Itâ€™s still a little weird, if you think about Chris Andersonâ€™s prestige in the tech community and so on, he doesnâ€™t run the Web site, thatâ€™s a little strange,’ said Evan Hansen, editor in chief of Wired.com.
“The arrangement also means that the institutionâ€™s primary loyalty is to the print magazine. When the publication had to eliminate staff late last year, it dismissed about a quarter of its Web employees and only four print employees.
“It also means that issues of Wired â€” the magazine about the digital future â€” often feel like an argument for printâ€™s relevance. For example, Mayâ€™s ‘mystery’ issue was filled with puzzles and clues for readers to solve. They appeared only in the print edition, Mr. Anderson pointed out.
“‘This is the annoying question I get all the time, which is, â€˜Is print dead?â€™’ he said. ‘We need to do something that doesnâ€™t exist online, and do it in a superior way. Otherwise we should just do it online.'”
Read more here.Â