The Atlantic's Jay Lauf on Why Brave Thinkers Are Pioneering Print-On-Demand
INBOX: Why is this issue being released via MagCloud instead of as a normal newsstand or subscriber print issue?
LAUF: As noted above, we have always sought out interesting and innovative new delivery mechanisms. In this case, it helped us provide additional content that was on-theme and likely interesting to core Atlantic readers while separate and apart from the regular issue.
INBOX: Is the brave thinking issue something you would envision today doing without print-on-demand technology?
LAUF: I think anything we consider doing editorially we consider executing in a number of ways, but this particular project really lent itself to experimenting with POD.
INBOX: What about the project lent itself well to POD?
LAUF: This was extra content that would appeal to devoted fans of The Atlantic, people who understand and appreciate our heritage. It was content that otherwise would not have been in the pages of the regular issue, therefore an on-demand model seemed worth exploring.
INBOX: What metrics are you using to determine whether or not it's successful? How does that compare to the goals for an issue that is being printed traditionally?
LAUF: Those metrics are fluid and varied ranging from the number of copies ordered to reader feedback on those copies to the production quality of the product delivered. These are all variations on the same metrics we’d use with a regular issue, though the overall scale is obviously smaller. We’re happy with it so far.
INBOX: Why work exclusively with MagCloud?
LAUF: HP is a premier innovator, so their technology is among the most advanced in this arena, which extends to both the quality of the final printed versions and the ease with which we could use their platform. HP’s reputation and capabilities bring a level of trust that our brand will be well-presented.