LiNKED — Summer 2008 - (Page 13)

13 Editorial thinks When a concert starts, Pearl Jam fans ﬂock to spin.com where they chat with others and wait for posting of photos and news from Newman who is at the concert. In turn, Spin is now an integral part of the online Pearl Jam community, with links to its Pearl Jam content from fan blogs, and even the band itself. Spin editors responded to that interest and recently expanded its Pearl Jam offerings, scanning and posting all the magazine’s print articles on the band since 1992. Gaston says that the expanded online coverage has meant Spin has expanded its outreach for writers—encouraging young aspiring writers and photographers and promoting the opportunity at college journalism departments. A couple years ago, he was working at Bonnaroo, a music festival in Tennessee, when Spin MARKETING For a guy with a background in editorial, Spin’s Peter Gaston has had to adjust to a new way of thinking. “We’re developing content hand in hand with marketing strategy in mind,” says the interactive director. Now words like e-commerce, marketing and ad sales are not taboo to editorial. Creating the most “marketable” story online (one that attracts readers and interest) is what content development is about. “You’re thinking about things in a whole different way,” Gaston says. For example, the art department at the magazine influences the redesign of spin.com. Walls are broken down, more conversations across departments are happening. “Spin.com is not done in a silo,” he says. Ad sales at Spin still remain separate between the print and online brand, but Gaston says he is noticing more advertisers, such as JVC and AT&T, opting for both— crossing platforms to reach more people but keeping consistent branding. Gaston also says that being a small shop enables Spin to react more quickly to meet the different demands. “We can make changes on the fly,” he explains. dived into the world of college writers and contributors. “It turned into a writing workshop,” he says. Some work out really well and others tend to fall off, but overall the idea is working well. Gaston says he has learned to manage expectations about the contributions and realizes the contributors need to feel engaged and appreciated to continue writing or shooting. SUMMER 2008 LINKED http://www.spin.com http://www.spin.com http://www.spin.com

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LiNKED — Summer 2008

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