This article in the July 20 New York Times points to a trend high school newspapers and newsmagazines (normally publishing only once every month) can incorporate. A theme like "ice" (which is referenced in the article) is closer to a yearbook high concept theme than the traditional: hey, it's February, and Valentine's Day is soon, so let's do an in-depth on sex!
News comes at us at an ever-increasing rate, but good analysis? Clever reporting? Narratives on what it's like to live in 2010? I'd like a little more depth, a bit more thought and wisdom. Our readers want that too.
Here's the thing: they don't know they want it until you give it to them. Don't rely on reader surveys. Readers want what they are familiar with. But ESPN magazine is finding ways to give readers what they didn't know they wanted... and making money!
And can't high schools approach advertisers with the opportunity to be part of our special themed issues?
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