Wired magazine finds ideal mix of print, digital, unique content

By Western iMedia



Wired, a magazine focused on unique print and media publication techniques, has undergone a dramatic change in recent years — combining their print and online departments.

Wired magazine and Wired.com started out as two completely different organisations. Now, the media company has joined the two entities into one organisation. 

“We are tearing down the wall, literally — a very 1989 moment,” Jason Tanz, executive editor for Wired, said at the 2014 INMA World Congress, referring to the Berlin Wall coming down that year.

Tanz spoke to the audience about the evolution of Wired, encompassing the need to transition from print to digital media.

“Eighteen months ago, Wired was at a crossroads,” Tanz said. 

Wired had to evaluate the future of the organisation, asking “What does Wired bring to the world that no one else does?”  

The company spent an extensive amount of time deciding what makes it unique. The organisation focused on what its audience cares about by utilising technology and digital media.

Wired is a very optimistic magazine,” Tanz said. “We really separate ourselves from mainstream publications because our belief is that we can help build a better world for tomorrow.”

Facing decisions on what to add to its online site, Wired understood that the future of media was about technology, digital products, and innovation, according to Tanz. Wired realised it had to be one step ahead of others in the industry: “We strive to be the first and last word in technology.”

Tanz acknowledged that Wired knows media is responsible for telling people what they need and want, and has power to shape and influence society: “Wired has a tradition of being somewhat technical. We have shied away from profiles. We write more about ideas instead of people.”

Media is touching our lives everywhere, Tanz said as he discussed the first issue of the newly structure Wired magazine entitled “The Next Steve Jobs.”

Wired is utilising new concepts of technology to promote the future of the media organisation and plans to “extend beyond the history of technology itself,” according to Tanz. As a result, Wired has broadened its media platforms from traditional magazine publications to eBooks, live events, and social media, mimicking the transition of the entire media industry.

“We are trying to use all parts of the buffalo,” Tanz said. “We are trying to use all the information we receive monthly on all channels of Wired.”

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