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.
Tags: brands, content, global society, journalism, Magazines, media, philosophy, politics, publishing
June 12, 2012 at 9:07 am
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.