cover of episode How to Reinvent a Magazine, with Wired’s Katie Drummond

How to Reinvent a Magazine, with Wired’s Katie Drummond

2025/5/28
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Katie Drummond: 我认为Wired之所以能够获得如此多的订阅用户，主要是因为我们对特朗普政府和埃隆·马斯克相关政治新闻进行了深入报道。尤其是在二月初，我们开始大量报道Doge，但其他新闻机构似乎没有跟进，这让我感到惊讶。因为我们率先报道了Doge，读者认为Wired在做一些与众不同的事情，所以他们愿意付费订阅。订阅用户更多的是想通过Wired获取关于政府部门内部运作的信息，而不是出于反特朗普的情绪。我们通过马斯克的视角来报道政府机构内部发生的事情，因为我们认为他会像在Twitter一样，在政府部门内部使用同样的策略。Wired擅长技术细节，能够深入了解系统和人工智能的运作方式，并能将这些信息转化为读者易于理解的内容。我们将擅长虚假信息报道的记者调到报道政府机构内部运作的岗位上，因为这是当时最重要的故事。

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Chapters
This chapter explores Wired magazine's remarkable subscriber growth, focusing on their unique coverage of the Trump 2.0/Elon/Doge era. The magazine's in-depth reporting, particularly on the intersection of politics and technology, differentiated them from other news outlets and attracted a large audience.
  • 62,500 subscribers gained in February
  • Coverage of Department of Government Efficiency, Elon Musk, and Doge contributed significantly
  • First-mover advantage on Doge coverage
  • Readers appreciated the information and answers provided on complex political and technological issues

Shownotes Transcript

Today we’re talking about how you take a media property that’s been around for a long time, and find a way to bring in new eyeballs — and new revenue.

That property is Wired — the place that told you about the internet before the internet even existed — and the person who’s reviving it is Katie Drummond, who has been running the property for a couple of years.

As we discuss, Wired has always done interesting and important work — but when Katie got to it, she had a plan to inject it with new life. And it turns out that this plan had Wired perfectly situated to thrive during the Trump 2.0/Elon/Doge era.

Also discussed here: Tech’s actual view of Trump; how Canadians actually view America; and how to give yourself a Condé Nast glow-up.

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