News orgs must reassess why they are using social media, says Ben Hammersley


Media can either aggregate cheap and plentiful content to draw in a mass audience or opt for high quality content, which pulls in fewer but more valuable people for advertisers, says Hammersley.

Wired, which launches in the UK next month, will opt for the latter. With at least five 8,000-word articles in each monthly issue, the Conde Nast title will bring a new kind of long-form, literary journalism to the UK strongly influenced by the US’ Vanity Fair, Esquire and New Yorker style, he adds.

“Everything in the middle [between aggregation and high quality] will die away and you’re going to see that in every industry, which is why we’re launching a big glossy magazine in the middle of a recession,” he says.

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