• Sparksheet, Tuesday, May 4, 2010 12:51 AM

As The New Yorker's first Web editor, Blake Eskin has led the iconic magazine brand into the digital age. In an Sparksheet interview he addressed the challenges of maintaining editorial excellence -- and earning ROI -- with blogs, podcasts, social media...and the occasional Top 10 list. Eskin said the most immediate business goal of all Condé Nast Web sites is to generate print subscriptions. It's also trying to raise awareness of stories and the magazine.

"We don't post the whole magazine online, and we keep an eye on what kinds of stories tend to do well. We've also seen more and more traffic for our online-only content," he notes. "We do a lot of thinking about what it means to be a magazine brand, and The New Yorker has one of the strongest ones out there. How do you take an 85-year-old institution and bring it into the digital age without compromising the integrity of that brand? We try to bring that sense of polished editing and excellence to things we can do simply but well."

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