Show Notes: Editors & Mag Execs Evolve With The Times
The Forbes brand is expanding globally and Howard's current focus is to "roll out the right type of ad product for each platform." Forbes is expanding its product offerings to advertisers and is, according to Howard, "integrating the marketer's messages into the editorial experience."
Lucy Kaylin is in a very different sort of situation, dealing with celebrities, one bold-faced name in particular. Editor-in-chief of O: The Oprah Magazine, Kaylin says: "Oprah's impact is enormous. It's a wellspring for what we do."
"Oprah doesn't want to be on the cover forever," explains Kaylin, but she is nonetheless the magazine's regular cover model, presenting her approach to living. "Oprah believes in putting wonderful energy into the world and helping people to live better lives." Kaylin says staff and writers at O "interpret the world through [Oprah's] eyes." This contributes to a clear and consistent POV and "a good magazine is good because of point of view."
Kaylin is also working to determine the best way for the brand to translate print content into digital, so that the digital edition will enhance and not cannibalize the print edition. Whether print will become a smaller part of their media mix is currently unclear, but meanwhile, Kaylin's focus remains on growing the brand.
Howard Mittman, publisher of Wired, says that his company, and in fact the entire industry, is "constantly in a moment of change." His attitude is optimistic, however, because he firmly believes that change "brings opportunity and challenges." Mittman describes the Wired team as one that is always reinventing. Their goal is to "grab the future and bring it to today."
Mittman is exceedingly proud of his publication's ongoing accomplishments, and a bit awed by his own personal achievement in the role he holds. "I'm just a frat boy from Ohio State!" he exclaims with blustery modesty. (Mittman is the subject of the Corner Office Q&A in the December Issue of Publishing Executive.)
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