On his Long Tail blog, Wired‘s Chris Anderson suggests “Wikifying everything,” including Wired:
Show who we are. All staff edit their own personal “about” pages, giving bios, contact details and job functions. Encourage anyone who wants to blog to do so. Have a masthead that actually means something to people who aren’t on it. While we’re at it, how about a real org chart, revealing the second dimension that’s purposely obscured in the linear ranking on a traditional masthead?
Upside: Readers know who to contact. The organization is revealed as a collection of diverse individuals, not just a brand, an editor and some writers.
Risk: Competitors know who to poach; PR people spam us even more than usual.
Additional risk: Organization is revealed to be a collection of boring, less-than-diverse individuals, so much so that PR people refuse to spam.