The Man Behind Make Magazine and Web 2.0: a Q&A with Dale Dougherty
Dale Dougherty is co-founder, editor and publisher of Make magazine, a tech-oriented publication launched by O’Reilly Media Inc. in 2005. The magazine currently has a paid circulation of more than 90,000 and its Web site (MakeZine.com) touts more than 4 million page views per month. Make is a “Do It Yourself”-based magazine with projects for building almost anything.
Dougherty was instrumental in building O’Reilly’s publishing business and Tim O’Reilly, founder and CEO of O’Reilly Media, credits him with coining the phrase Web 2.0.
Dougherty spoke with Publishing Executive Inbox and offered insight on Make’s success, coining the phrase Web 2.0, the balance between print and Web, and more.
INBOX: What has been the catalyst behind the success of Make magazine and MakeZine.com?
DALE DOUGHERTY: … In terms of our success in publishing, we have done a good job of utilizing the unique strengths of print and the Web. Print allows us to provide a very compelling experience to our readers. … Our production values are high, and you can see it and feel it in the magazine. We use online to organize our community and pay attention to the projects and interests they tell us about.
Yet when our print magazine arrives in the mail, it is perceived as special. I’ve tried to design the magazine so that it is something a reader will keep. I like the Japanese concept of a ‘mook,’ a hybrid of a magazine and book. …
INBOX: Why did you decide to keep Make at a quarterly frequency instead of increasing the number of issues?
DOUGHERTY: I wanted to maintain the quality of the magazine (and its higher price both on the newsstand and subscription). I still think it’s a nice model—less frequency in print and doing more online across multiple formats—text, podcasts, etc. We’re doing a special newsstand issue for Halloween, which is a particularly great holiday [for the readership]. We hope for this special edition to become an annual.