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Technologically ambitious ten years ago in 2000, our idea was to record still living New Yorker poets reading every poem published in the magazine over 75 years. We then created a presentation for David Remnick that was ultimately well-received by Poetry Editor Alice Quinn, and the idea came to life. Along with facilitating the general promotion of poetry and hard cover sales through direct links to Alibris or Amazon, the web site allowed people to create their own anthologies of favorite New Yorker poems and then either print or produce cds of them for gifts or private use. In the classroom, the interactive interface allowed English teachers who might normally feel without resources to teach poetry with materials and audio provided by the The New Yorker, a win win for the classroom and the brand. Charles Truax also worked on a project basis for three months with the Conde Nast research department to help reposition The New Yorker and develop a winning core presentation for the national sales staff. The year of the presentation’s implementation, The New Yorker accomplished the "triple crown" for the first time in its history: increased revenue per ad page, increased circulation and increased ad pages sold. A publisher's dream. |
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