On this gloomy day in New York City, today’s media-bistro.com Morning Media Menu podcast was brightened by a very special guest, Jay Lauf, publisher of The Atlantic.
Jay joined hosts Matt Van Hoven of AgencySpy and FishbowlNY editor Amanda Ernst (filling in for GalleyCat’s Jason Boog) to discuss the 152-year-old magazine’s decision to keep all its content online for free, the recently launched spin-off site The Atlantic Wire and selling a prestigious brand with intellectual cache to advertisers.
Amanda and Matt asked Jay to discuss whether readers are subscribing to The Atlantic more as a coffee table display instead of actually reading it. Jay said that prior to the magazine and Web sites redesign last year, there were a lot of focus groups conducted on the matter, and the company “actually found that the exact opposite was true.”
“A couple of the magazines that would be classified in our category of thought leadership, deep engagement, etc., what we found is that the readers of those magazines really wore them as a label, carried them through the airport facing outwards so that you can see that I’m a reader of ‘X’,” he added. “Whereas Atlantic readers were actually the ones who were deep dive reading but they didn’t care whether anybody knew whether they were reading or not.”
You can listen to past podcasts at BlogTalkRadio.com/mediabistro.