Nieman Foundation at Harvard
HOME
          
LATEST STORY
Votebeat will cover local election administration as a permanent newsroom
ABOUT                    SUBSCRIBE
Oct. 17, 2011, 1:30 p.m.

Adam Moss: NY Mag publishes new content every six minutes

…and “the editing process is zero, pretty much.”

Here’s a tidbit that will likely make your organizational productivity seem wildly inadequate: NYmag.com publishes new material every six minutes. Every six minutes.

You’re welcome.

In a talk celebrating the 25th anniversary of Harvard’s Shorenstein Center on Friday, the celebrated New York mag editor Adam Moss — in conversation with Daniel Okrent — shared that stat.

Moss later clarified: That’s every six minutes during working hours. “It starts at that speed at 8:30 in the morning,” Moss says, “ending about 7.” The rate then lightens considerably from 7 in the evening until the next morning (though “we still publish 8 or 9 things overnight”).

Of course, “everything has a different size,” Moss notes.

Still.

As for traffic: “If it gets 10,000 readers, that’s a successful blog post,” Moss says. (For a mag piece posted online, the goal jumps to 200,000 or 300,000 — or more, depending on the piece.)

It’s a nice reminder of the individual energy and institutional resources required to keep the famously doing-well-online NY Mag…doing well online. Moss mentioned that he sees his job as editor as, primarily, “personnel”: hiring good people who are smart enough to create quality content, fast enough to keep the site’s frenetic pace, and accurate enough not to need editorial oversight for individual content contributions. Because one thing that helps with all this uber-productivity is the fact that “the editing process online is zero, pretty much,” Moss says. “I’m not that comfortable with that, but that’s practical reality. It’s a speed business.”

POSTED     Oct. 17, 2011, 1:30 p.m.
Show tags
 
Join the 60,000 who get the freshest future-of-journalism news in our daily email.
Votebeat will cover local election administration as a permanent newsroom
“How do you produce journalism that strengthens elections? That’s the question that runs through my mind every day.”
Hype is a weaponized form of optimism
Want to know the true value of AI, NFTs, and other much-touted technologies? Ignore the news and look at the harsh judgment of the market.
For print newspapers, one Florida retirement community is a better market than Atlanta, St. Louis, or Portland
For local newspapers, print circulation has collapsed for every audience except retirees. That’s why the daily paper in The Villages, Florida (metro population 129,752) prints as many copies as the one in Atlanta (metro population 6,930,423).