Mariamz

Soundbite: Coherence as a package of interrelated content is gone

Posted on: June 12, 2012

The toughest thing for the probabilistic magazine brand is to find some kind of coherence. In the traditional sense, coherence as a package of interrelated content is gone. The story is the unit that matters, after all. But a big part of the value we add *is* structuring the world in a consistent way. So, the question becomes: what can form the basis for a new coherence for magazines?

One answer that is specific to The Atlantic but extensible is very old: moral purpose. This magazine was founded as an abolitionist publication and that helped structure the varied voices that ran in its pages through the early days.

Alexis Madrigal  

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1 Response to "Soundbite: Coherence as a package of interrelated content is gone"

Everything starts with a goal, the brand usually follows behind. If a person or people have failed to work out what their goal is, then their project will ship wreck on the rocks of reality fast.

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