Why Web-Forward Media Companies Are Turning To Print
Adjusting to Readers' Cycles
Kaskie doesn't overthink the thought process that goes into developing new avenues for Pitchfork's content. His aim is to meet the audience with what they want in a relevant and intuitive manner that doesn't alienate people. In the case of Pitchfork Weekly, a mobile and tablet app launched in December (and seemingly the antithesis of a print quarterly), the purpose was to adjust to readers’ cycles and meet music lovers where they are. “Pitchfork is a music publication that has a large presence online, but at the same time, music fans are everywhere and they’re dealing with and thinking about music in different ways and they have more or less time for music.”
Their guiding light is the basic notion that they are music fans themselves. “Ultimately for us the core of what we are is music fans and music nerds that want to talk about things and want to explore music new and old. The Weekly is thought about in the sense that there has to be a portion of your readership that can’t keep up with what we’re doing on a day-to-day basis. So let’s give them a tool where they can look at something beautiful, as well as read and digest the content we’ve created over the past week, in a way that’s probably more suited to their cycle of how they are able to spend time doing things like this.”
In contrast to the Weekly, Kaskie speaks to the deeper experience the Review can provide with long-form articles and full-page photographs and illustrations in a tangible form. “I think the audience wants good music, they want good things, and they want something that feels like it means something, versus something that feels temporary or just a thing, or a trend. There are 17-year-old kids that are reading Pitchfork and never grew up in a world where music magazines were everywhere and they don’t collect music because everything is on their iPhone or iPod or wherever, and there’ a portion of those people that are going to be cool with that forever…but there’ also folks who also want to dig deeper and Pitchfork Review is inherently a place that digs deeper.”
Denis Wilson was previously content director for Target Marketing, Publishing Executive, and Book Business, as well as the FUSE Media and BRAND United summits. In this role, he analyzed and reported on the fundamental changes affecting the media and marketing industries and aimed to serve content-driven businesses with practical and strategic insight. As a writer, Denis’ work has been published by Fast Company, Rolling Stone, Fortune, and The New York Times.