Interweave Taps New Print Editors From Online
Blogger and online magazine founder adapt as they lead multi-platform drive.
Many editors are adapting with the shift from print to online. For two new Interweave Press editors, the learning curve is reversed.
Interweave has tapped Kim Werker, founder of online magazine Crochete Me and blogger Eunny Jang as the editors of Interweave Crochet and Interweave Knits, respectively. While neither has print magazine experience, they are tasked with managing content in the magazines and driving a multi-platform approach.
Werker will oversee the development of Interweave Crochet from twice-per-year SIP to quarterly subscription magazine. Jang takes over an established 10-year-old print title in Interweave Knits.
It’s part of Interweave’s shift to being a multi-platform publisher. "As publisher of both magazines and the multimedia associated with those magazines, I’m looking beyond the print," says Marilyn Murphy, Interweave Press President and Fiber Media Group Publisher "We’re looking for people who are passionate and skillful in crafts. Both had a strong enthusiast following, with Eunny in the blogosphere and Kim with the crochet site. We saw what they were creating and how that could translate to our products. We had a sense of their passion, and their communication ability in print, and how closely aligned they were with Interweave content, whether that’s in print, online, podcasts, video, blogging, etc."
Both Werker and Jang had existing relationships with Interweave as book authors. "We didn’t conceive of these positions as strictly print editors," says Murphy. "All the way through the conversation, we talked multi-platform from the get-go and how that could be integrated with broader market reach. Both of them ﾑget’ multiplatform content. They didn’t think only print, they asked me many more questions upfront about how Interweave was planning and developing because they wanted to be part of something much larger than a print magazine."
The biggest online initiative for the group will be the Knitting Daily Hub, which launches this month. Interweave will offer content, editorial, a daily newsletter, blogs, podcasts, and tips and techniques. Interweave is also getting ready to re-launch a TV show it purchased from PBS that will be re-named Knitting Daily TV. Both Werker and Jang will be regular contributors to the program.
Transitioning to Print
The two editors are learning the print business, including lead times and coordinating with other disciplines. "On the day-to-day side, magazine publishing been an eye-opener for me in terms of how far issues are planned rather than putting together a very specific, very focused article for the Web," says Jang. "The thematic coherence with every issue has been interesting for me to wrap my head around."
"The differences for me come in three major ways," says Werker. "The first is page-space. Online, I have unlimited space and can run an unlimited number of photos to support content. In print, we need to allow ourselves to communicate as effectively as possible within the limitations of the space. The second is lead-time. Online, I have zero lead -time or lead time of a week or two. In print we’re planning months if not a year ahead."
Third, according to Werker, is division of labor. "Online, I was doing 95 percent of the work," she adds. "I was working with technical editors but beyond that I was doing the editing, the layout, re-sizing images. In a print publication, there are dozens of people involved with producing an issue. I find that fascinating and still a bit mysterious."
Going forward, Werker wants to combine the history of the print with the online platform. "We want to repurpose older content so we can tie issues together," she adds. "Rather than have readers view each issue of magazine on its own, we would like them to see each volume as a growing compendium of information."
Jang assures readers she won’t be departing from the elements they like. "People need to realize the things readers know will stay the same," she says. "This doesn’t mean there will be all these crazy things that will alienate people who aren’t as up to speed. The editorial things people love will stay the same."