Soundbite: Coherence as a package of interrelated content is gone
Posted June 12, 2012on:
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.