Mother Knows Best
How to Top a Big Year
Looking ahead, Mother Jones hopes to build on what has been accomplished in the last five years. Doing this requires looking beyond tools and platforms, Buckingham says. "It's about having the time, expertise, and opportunity to become more agile and lower the costs of failure," she says. "It is about further encouraging a culture of smart innovation that tests, experiments, evaluates, and then does it again."
Understanding demographic shifts and anticipating where and how audiences will grow—as well as what their concerns will be and how best to serve them—is also important. Key to this effort, she says, is "a more nuanced understanding of how smart engagement with Mother Jones' community of support is important—not just for periodic editorial sourcing but potentially even more so for revenue growth and reputation building."
It also takes continued investment. "We hope to hire more reporters and editors and other people, be they Web developers or interactive and video folks, to further our ability to tell stories in interesting ways," Jeffery says.
"There is a challenge to keep up with [the competition]," she says. "One media critic said we consistently punch above our weight, and that, I think, is the place that we like to be—but we'd like to move up in the weight class." PE