Sunday, December 7, 2008

Conde Nast Editors Not 'Overreacting' to Web

AdAge: Wintour, Carter, Remnick Still Believe in Print; Waiting for Recovery -- Conde Nast editors Anna Wintour, Graydon Carter and David Remnick insisted today that they're fully engaged with the challenges posed by the rise of the internet. If that's true, though, they sure didn't show it.

And the verbatims are even better.

"Mr. Carter asserted. "I say just wait eight years until they're 29," he said. "At a certain point, people just start reading newspapers."

WTF??? big time.

Where does this come from? Source please. Data to back it up?
I know I read the tangible newspapers on a weekend. But during the week, I don't think so. Online is the go.
Various articles (here, here and here) show that if anything, online is on the increase, print is on the decrease. reason- it's convenient....

Mr Carter, editor in chief at Vanity Fair, you can't just throw assumptions around at the drop of a hat, just because you think it sounds good. It doesn't make any sense. No one decides one day "ooh, I'm of age, let's switch to the tangible medium". Even when you're 65, you won't forget how to use the internet.
People just don't develop traditional old-style habits when they become a senior citizen. They carry on doing what they've been doing.

It doesn't work that way Mr Carter, and frankly, I expect more from you.

...and for the rest of the article, well I'd say out of date and out of touch. Just look at consumer need, it isn't hard. And if you want to grow a medium, just develop tools for your online audience with drivers to and from the offline. They'll lap it up, brand loyalty will grow, and hey- you'll have a winner on your hands.

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