The Atlantic's Jay Lauf on Why Brave Thinkers Are Pioneering Print-On-Demand
INBOX: Do you feel that advertisers are willing to follow magazines into POD yet? Do you have a sense of what factors may be impacting their interest?
LAUF: It’s a little too early to tell and I think scale needs to develop, but there’s no question that our core advertisers are interested in any approach that helps them target a very engaged audience. Content that is “on-demand” by definition requires high engagement—it's special-ordered and therefore almost guaranteed to be read, and likely re-read, by the recipient.
INBOX: At this point, do you expect to publish additional special issues as on-demand titles in the future?
LAUF: I think that we will in some form, but there are no specific plans in the pipeline.