In September 2012, Quartz entered the evolving mainstream media landscape with its offering, a digital business magazine intended primarily for consumption on tablets and other mobile devices.
There is no print edition.
In the eighteen months since the launch of Quartz – what it described as “a new type of publication in the new global economy for a new class of global business executive” – the digital magazine now reaches five million readers globally, according to publisher Jay Lauf, with 42 percent of this number outside the US, illustrating the strong international attraction of the magazine.
On the advertising front – Quartz’ revenue model is based on attracting the right advertisers that enable the magazine to be available free to readers – there are now over 50 international blue-chip companies participating, according to Lauf, ranging from car makers such as Porsche, Land Rover and Cadillac; to Goldman Sachs, Credit Suisse, Bank of America and UBS in the financial sector; Siemens, Boeing, GE and Exxon in global industrials; and luxury goods makers like Ralph Lauren and Rolex.
In this FIR Interview, co-host Neville Hobson spoke with Jay Lauf in a wide-ranging conversation that includes Lauf’s assessment of the media landscape of which Quartz is a disruptive part, how Quartz leverages the social web, and the future of print (“I don’t believe print will completely die out,” he says); and an assessment of Quartz’ advertising model that, certainly from a reader’s perspective, is unlike most other advertising-supported digital media – with Quartz, you won’t find a pop-up ad, a flashing banner, or a sudden auto-playing video: instead, you have discreet and, often, elegant advertising that feels part of the magazine.
The conversation also covered brand journalism (with a look at the Wall Street Journal’s model of experimentation in this area), and the future for the mainstream media where the barriers to entry (and exit) in this evolving, tumultuous landscape have never been lower.
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About our Conversation Partner
Lauf assumed the role at Quartz when the digital, global, business news publication launched in September 2012. Under Lauf, Quartz’s innovative advertising has garnered awards and honors from Digiday, AdWeek, the Headliner awards, Deadline Club and more.
Prior to his role at Quartz, Lauf led The Atlantic’s revitalization as its Publisher. Under his direction, the publication attained its first profit in decades and transitioned The Atlantic to a “digital-first” brand earning the label from Ad Age: “an ultra-modern, multi-platform juggernaut”.
Lauf has twice been named one of “The Most Intriguing People in Media” by minOnline (2010 & 2013), “Publisher of the Year” by AdWeek (2012), a part of the “Digital Team of the Year” by minOnline (2012) and “Publishing Executive of the Year” by AdAge (2010).
Connect with Jay on Twitter: @jlauf.
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This FIR Interview is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years. Information: www.ragan.com.
(Cross-posted from For Immediate Release, Shel’s and my podcast blog.)