Indie Closeup: The Paris Review

Paris Review Editor Lorin Stein at SPI

“I don’t read short stories any more than you do. I don’t read poetry any more than you do.”

These words were surprising coming from Lorin Stein, editor of The Paris Review, which specializes in short stories and poetry. Stein spoke to the NYU-SCPS Summer Publishing Institute (SPI) about independent publishing.

“I started thinking about how to get you and me to read a short story,” Stein said of his first days as editor. “What would that short story look like?” He then referenced n+1, a periodical he said anyone interested in the magazine industry should look at. It comes out three times a year, has no web component and, according to Stein, “shows that young people can write work that spoke more to the readers.”

“I was very inspired and heartened by the example of n+1, in particular by their editorial bravery, their high standards, and their refusal to accept the current state of magazines as a given,” he said. “Why not publish a magazine of long-form criticism? Why not take our own educations seriously? Why not treat our readers as if they were our ideal readers?”

Mag Lab: Carey and Carr Talk Shop

Carey and Carr at NYU Media Talk

Are “two pizza” teams the future of media? Championing the value of start-up staffs being small enough to share, well, two pizzas, Hearst Magazines President David Carey praised the entrepreneurial spirit at the latest NYU Media Talk. Sponsored by The NYU-SCPS Center for Publishing, “Magazines 2011: The New Conversation” featured Carey and David Carr, Media Columnist for The New York Times, talking about important issues facing the industry. “There’s never been a better time,” Carey began about working in magazines. He described his faith in publishing as a ship that can change course, reroute and stay solvent (with proper leadership) in any tide.

Carey is widely known as an eloquent speaker about media. It was David Carr who had suggested him to Center for Publishing Director Andrea Chambers as perfect for the Media Talk. To be sure, Carey was a timely choice: earlier this month Hearst Magazines completed their $900 million acquisition of Hachette Lagardère, acquiring nearly 100 magazine titles in 14 countries, including Elle, Elle Décor, Woman’s Day, Road & Track, and Car & Driver. The merger is a bold gesture that now makes Hearst the largest publisher of monthly magazines internationally, and a dominant player in all sectors of lifestyle publishing. Carey addressed the importance of emerging markets for publishing  such as those in China and India) and commented that Hearst’s aim is to have a heightened presence in those climates, meeting the growing demands for consumer goods and Western culture. Next up for Cosmopolitan, noted Carey, was a possible move into Mongolia, though the magazine “takes a different tone” in such climates.

When Gossip is News

Blogger Evan Oare on Gawker Media's rooftop patio

“You can’t be afraid to have people hate you,” Jessica Coen, editor-in-chief of Jezebel, coolly told the group of NYU-SCPS Summer Publishing Institute (SPI) students as we sat in a meeting room at Gawker Media headquarters. At the same time, other SPI students were off visiting magazines like Women’s Health, The Food Network Magazine, Marie Claire, and Time Out New York.  Our group couldn’t resist signing up to tour this edgy digital media company.

Coen’s  bold statement aligns with what most people associate with the gossip blog Gawker. Want to know which politician is cheating on his wife? Check out what’s on Gawker. Want to know which tween star is partying too hard? Refer to Gawker. Anything that you might be embarrassed to read in front of your parents can likely be found on Gawker. Breaking a scandalous story before traditional media outlets do so is Gawker’s trademark, which is reflected perfectly in their tagline: “Today’s gossip is tomorrow’s news.”

Magazine Brand-Building: DOs and DON’Ts

Cindi Leive, Editor-in-Chief of Glamour, speaking at NYU's Summer Publishing Institute

“One of our readers actually broke her toe when she dropped our [September 2010] issue!” It was the biggest issue in twenty years, explained Cindi Leive, Editor-in-Chief of Glamour. “So, we sent the reader a Zappos gift certificate to expedite her healing process.”

This humorous anecdote was just one of many wonderful moments during the keynote speech kicking off the magazine session of The Summer Publishing Institute at NYU’s School of Continuing and Professional Studies. Leive and William Wackermann, EVP & Group Publisher of Glamour, Details, W, and Bon Appétit, assured the 103 recent college graduates attending 33rd annual  Summer Publishing Institute that print is still the main source of revenue, though brand extensions such as partnerships, conferences, events and, of course, tablet editions and apps all build the bottom line.  While speaking about a partnership that Glamour.com built with www.match.com, Wackermann  exclaimed: “Single ladies, make sure you get to Glamour!” The students chuckled, and the editor and publisher continued speaking about how they have successfully turned Glamour into a multi-platform brand.