A Rolling Stone That Gathers No Moss
“If you ran that story in print, it would be a very small piece of the story,” he says. “There is stuff that print does extremely well, but this is what works online.”
Video has also become one of the top priorities for Blanchard. One of his first moves was to partner the site up with blinkx, a video search engine, that helped index the artists’ videos featured on the site. It helped RollingStone.com users search and watch the videos, a process that was a bit more complicated when it was done in-house.
Next up—having the vast back-issue archives digitalized for visitors to peruse. Those who subscribe to the print magazine will soon be able to come to the site to view the entire run of the magazine. Wenner Media is working to digitize more than 1,000 issues published since the magazine made its first appearance on newsstands 40 years ago.
After RollingStone.com starts to take its final shape, Blanchard will move onto Wenner’s Men’s Journal, a monthly magazine aimed at active men. The site, currently bare bones with minimal original online content, is scheduled to re-launch in mid-2007, Blanchard says. PE