Editors: Evolve or Die
âEditors are so busy they donât have time to do all of the things they love anymore,â said New York editor Adam Moss. âYou just hope that the person that picks up those responsibilities does them in a way thatâs rewarding, and maybe even in a way you wouldnât."
Expanding a magazineâs 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.
âYou need to have a well-oiled machine,â ReadyMade editor Shoshana Berger said about an editorâs 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. âWhen 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
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. âEditors need to see each brand extension as needing as much attention as any other,â he said. âIf you think you canât do something well, donât do it at all.â
Added Moss: "A good editor should have fairly severe A.D.D."