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Tumblr Wants To Be The Next New Yorker
There are a lot of media sites with huge audiences. The only problem is their content is shallow and dies off quickly. This is why low-grade content creators like Gawker and Buzzfeed have jumped into the long-form game. Theyre trying to add content with substance to build companies with depth and maturity.
Tumblr is now the newest and possibly the most notorious to have popped into the game. The twist is that .
RealNew Yorker journalism involves airplane flights and fact checkers and multiple bouts with copy editors and long stretches of time and yes a living wage for talented writers.
Maybe even a few copy editors.
In other words, I dont believe Tumblr is really interested in ponying up the real costs of New Yorker journalism like so many maturing online publications theyre seeking the credibility and prestige of New Yorker style journalism, not the investment.
His point: epic content comes at a cost.
Are you, as a content marketer, willing to do what it takes to create it? Should you create it? And can you even create it?
Lets take a look.
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View Of The World Cover
Saul Steinberg created 85 covers and 642 internal drawings and illustrations for the magazine. His most famous work is probably its March 29, 1976, cover, an illustration most often referred to as “View of the World from 9th Avenue“, sometimes referred to as “A Parochial New Yorker’s View of the World” or “A New Yorker’s View of the World”, which depicts a map of the world as seen by self-absorbed New Yorkers.
The illustration is split in two, with the bottom half of the image showing Manhattan‘s 9th Avenue, 10th Avenue, and the Hudson River , and the top half depicting the rest of the world. The rest of the United States is the size of the three New York City blocks and is drawn as a square, with a thin brown strip along the Hudson representing “Jersey”, the names of five cities and three states scattered among a few rocks for the United States beyond New Jersey. The Pacific Ocean, perhaps half again as wide as the Hudson, separates the United States from three flattened land masses labeled China, Japan and Russia.
The illustrationhumorously depicting New Yorkers’ self-image of their place in the world, or perhaps outsiders’ view of New Yorkers’ self-imageinspired many similar works, including the poster for the 1984 film Moscow on the Hudson that movie poster led to a lawsuit, Steinberg v. Columbia Pictures Industries, Inc., 663 F. Supp. 706 , which held that Columbia Pictures violated the copyright that Steinberg held on his work.
The New Yorker Guide To Content Marketing
The New Yorker is the authority when it comes to long-form journalism. Thats why Tumblr invoked their name when advertising for freelance writers.
But what can they teach you about business-to-business content marketing? What can they teach us about using epic content to build the value of your brand?
Fortunately, a lot.
Ill dig in deep with some of the above techniques in future posts. In the meantime, get free access to the Scribe Content Marketing Library and work your way through the Copyblogger guide to content marketing.
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Love The Audio Readings But
I love the audio readings of the longer pieces and listen to them as Im reading visually all the time. My only issue are minor but they are still bothersome. One, when you want to stop reading in the middle of the article, you have to scroll all the way to the top to stop the audio. Then the next time youre ready to pick up where you left off, the app hasnt marked where you left off, either in the audio or the print.Ive started to just write down the time-stop each time, but I still have to hurriedly scroll through the print article one I restart the audio trying to find where to match up to restarted recording. Its frustrating and I fear a deterrent for some to not use the audio readings.And I would hate to see the Audm recordings discontinued because of low usage. They really are excellent and enjoyable.
Can You Deliver Epic Content
Theres no question about it: people want epic content. It doesnt matter if you are in the aviation engineering business or the SEO business your customers want stories.
They want them epic, New Yorker-style content.
But can we as marketers give it to them? A recent research report from Content Marketing Institute suggests that we dont think so.
- More and more companies are using content marketing to build brand awareness, acquire more customers, and generate leads.
- According to the CMI report, these companies are spending 33 percent of their marketing budget on content .
- Furthermore, fifty-four percent of marketers will increase their content marketing spend as more executives are buying in.
With this growth in content marketing, however, come doubts.
Last year 40% of B2B marketers identified their content marketing as effective or very effective. That number dropped to 36% in 2012.
This is corroborated by another research report on content marketing: 2012 B2B Content Marketing: Ready for Prime Time. Lack of resources leads the list of top challenges for content marketers, but this is closely followed by a lack of skill to create engaging content.
Which brings us back to what The New Yorker can teach us about content marketing.
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New Yorker Covers Wall Art
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New Yorker October 29, 1990
We Like This Picture Very Much
New Yorker August 7, 1989
New Yorker July 9, 1990
New Yorker September 9, 1996
It Was So Good To See Everyone
New Yorker August 23, 1993
Hoop Dreams in New York
New Yorker July 13, 1987
New Yorker May 22, 1943
New Yorker May 6, 1991
New Yorker January 5, 1952
New Yorker November 25, 1996
New Yorker Cover November 1, 1947
New Yorker June 4, 1927
New Yorker October 6, 1928
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The Gold Standard Of Epic Content
Theres something about a New Yorker article, isnt there? Its the humor, the depth and substance. The staying power. The storytelling.
All epic reporting. All non-fiction stories. All unforgettable.
And when I say epic I mean over 10,000 words long. In the print edition these stories range across twelve pages. Online they scroll for ages and click through seven pages.
The long-form story is The New Yorkers unmovable anchor in the rough seas of magazine publishing. A monument to good writing. A reason that people are willing to scale a pay wall.
The Atlantic, The New Yorkers contemporary , is using the epic content model to build a sustainable business around an audience that wants substance and substance to share.
As both The New Yorker and The Atlantic demonstrate, this model works. And the New Yorker model is now the buzzword for all things content marketing.
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What Is Epic Content
The definition for long-form, epic content is hard to nail down. Do we define it by the quality? The time it took to write? The research involved? Or the length of the article?
- Long-form content has substance. There is a drilling-down into a topic that will leave you reeling with a load of new information.
- Long-form content tells a story. The article is built on a narrative. It is the equivalent of a This American Life episode .
In How to Create Epic Content I shared seven examples of epic content:
- Ultimate guides
- Or The Death of the Boring Blog Post by Smashing Magazine
These epic articles fly in the face of conventional wisdom that says people dont want to read a lot of content on the web. Conventional wisdom says make it brief. Otherwise you get burned by the dreaded tl drToo Long Didnt Read.
But that is changing.
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Should Be Able To Activate Via Account Number Even If Linked To Email
Had subscription label handy, couldn’t use it to access the account like I can on the Conde Nast website it made me enter an email address. So yet another login and password to remember. It is also nagging me to turn on notifications. If it asks too often, I will delete. I am a long time print subscriber.ETA:I cannot believe that the “crosswords,” accessible only via search on “crossword,” are not listed in chronological order. What possible advertising, data collection, or other benefit to Conde Nast is derived from a random list of puzzles from past dates, making it almost impossible to remember which you’ve already completed?
A New York State Of Mind
The design of The New Yorker has nearly always taken the approach that if it aint broke, dont fix it, with a familiar layout and masthead. Does a face-lift jeopardise its relationship with its readers? Time to call in the Type Police
It began with Harold Ross. A high school drop-out born in Colorado and raised in Salt Lake City, he ended up in New York after the First World War, where he became the editor of a magazine for veterans. Later, he moved into Greenwich Village and hung out with intellectuals and artists such as the writer Dorothy Parker. It was in this environment that Ross had the idea of starting a magazine that would deal with big city life in a sophisticated and unsensational way. It would be truthful and honest, unconcerned by provincial ways of thinking it would tell its readers what was going on in the city, discuss books of importance and publish new writing it would also have humorous cartoons, caricatures and illustrations in effect, making it an American version of Punch. And so The New Yorker was launched in 1925.
It was only after the arrival of Tina Brown, in the 1990s, that The New Yorker started to include photographs: paper and print technology improved tremendously over the last decades of the twentieth century.
5. The ad rules. A painful loss is the removal of the little shake from the rules dividing the text from the ads. Those lines were a beautiful New Yorker detail. It is hard to imagine that they could bother anyone.
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Can Sustainable Suburbs Save Southern California
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Save this story for later.
Drive on I-5 north from Los Angeles toward San Francisco and youll hit, about forty miles in, a long climb through desolate and windswept mountains. The Tejon Pass, also known as the Grapevine, is a fickle stretch of the journey, subject to closure during heavy snowfallthe kind of highway that has ominous signs tracking the increase in altitude and informing drivers of the next opportunity for radiator water. As the highway ascends, the air cools and thins. Gas stations are few and far between, and drivers who make the mistake of thinking that, on the primary artery connecting Northern and Southern California, a gas station must be around the next bend will be eying the needle until Gorman, then paying a premium, shivering at the sudden drop in temperature. The urban sprawl of Southern California suddenly feels very far away there is a boundary to it after all.
The companys proposals promise a reprieve from Californias existential crisis about its way of life, suggesting that the environmental consequences of the states notorious sprawl can be reformed with rooftop solar panels, induction cooktops, electric cars, and careful bookkeeping. The threat of wildfires can be held at bay by stricter building codes. These proposals preserve the idea that, although the climate may be changing, the California dream of sunshine, a single-family home, and a two-car garage neednt change at all.
Digital Access To The New Yorker
The New Yorker app is updated throughout the day to present the latest stories from The New Yorker. Read up-to-the-minute articles about news and culture, flip through cartoons, solve The New Yorker Crossword, listen to podcasts and narrated stories, or browse each weeks magazine, in full. .
Digital editions of each weeks magazine can be read on Kindle with a Kindle subscription.
Everything in the magazine, plus more than fifteen new stories a day, can be found on newyorker.com.
All readers are encouraged to create a free account or sign in to the Web site, which will enable you to save your place while solving the crossword, submit ideas to the Cartoon Caption Contest in one step, save stories for later, and more.
Subscribers are also encouraged to link their subscription in order to gain unlimited access to newyorker.com, including the complete New Yorker archive online.
Flipboard provides a continuous feed of stories and cartoons from newyorker.com. To follow The New Yorker, or visit Flipboard on your computer.
Every issue of The New Yorker, dating back to 1925, is in our online archive in its original form. The archive is free for subscribers.
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