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Bobbie Johnson on Matter

Editor's Notes

  1. We launched less than a month ago to publish narrative, investigative journalism about the future. We’re digital only, but exist in a space between web publishing, books and magazines.
  2. I think we break a lot of rules that have been traditionally laid down in digital journalism: We’re longform only: 5,000 words plus. We don’t publish very much, once a month right now, maybe once a week eventually; We SELL stories individually. A lot of people think we’re crazy.
  3. To try and work out if we were crazy, we went a non-traditional route by putting our idea out on Kickstarter. It was really a smoke test to see if the market was interested. Resounding yes!
  4. Our first piece: Do No Harm. About BIID. It’s been written about before, but we brought a new perspective on the science, turned the story into an exercise in empathy not a freakshow. Really great reception and the business is doing pretty well so far (always room for improvement)
  5. The fact that we feel like we’re breaking rules means I wouldn’t presume to tell you what you’re doing is right or wrong, but here are three of the practical things we’ve learned
  6. If you want to be successful at crowdfunding, it’s all about eliciting an emotional response. Werealised people engage because they want to join in a community, not because they think your business can work.
  7. So talk about your community, not your business plan. Rewards aren’t so important; contributors want to be part of something. That’s helped change our product too.
  8. When people think about longform journalism, they think about print. And so a lot of longform digital journalism lifts tricks from print: we’ve realised that a lot of them are silly.
  9. For example: overdesigning articles to make them eyecatching, overfocus on images,. We believe people who sign up to read 8,000 words on neuroscience want to read. For eg we dropped pull quotes because they didn’t serve much purpose.
  10. Most people don’t associate longform and mobile. But we’re seeing a lot of consumption on mobiles and tablets, around a quarter of all our usage.
  11. We aren’t sure if we’re serving them adequately, but we believe that in part it’s because we opted for a responsive design that delivers on all browser-based platforms. Don’t underestimate mobile, even in “non-mobile” formats.
  12. We launched less than a month ago to publish narrative, investigative journalism about the future. We’re digital only, but exist in a space between web publishing, books and magazines.