Editors: Evolve or Die
â€śEditors are so busy they donâ€™t have time to do all of the things they love anymore,â€ť said New York editor Adam Moss. â€śYou just hope that the person that picks up those responsibilities does them in a way thatâ€™s rewarding, and maybe even in a way you wouldnâ€™t."
Expanding a magazineâ€™s brand and creating a successful franchise takes a lot of work. Today, new projects can range from producing live events, putting together special promotions and creating a seemingly never-ending slew of digital initiatives.
â€śYou need to have a well-oiled machine,â€ť ReadyMade editor Shoshana Berger said about an editorâ€™s staff. Moss and Berger were joined on the panel by Stephen Adler, editor of BusinessWeek editor, Angela Burt-Murray, editor of Essence, and New York Times media columnist David Carr. â€śWhen your attention is taken away from the magazine, your core product, you have to know your staff can make things happen," Berger said. "You need people you can rely on.â€ť
With so many magazine staffs taking on branding projects, editors and publishers should evaluate each project and determine if they can deliver a superior product, according to Adler. â€śEditors need to see each brand extension as needing as much attention as any other,â€ť he said. â€śIf you think you canâ€™t do something well, donâ€™t do it at all.â€ť
Added Moss: "A good editor should have fairly severe A.D.D."