I love how you do all of that before 9:30!
I love how you do all of that before 9:30!
I love to wake up early because I just spend time and read every single piece of the news. You know, I don’t really go online. I read my email, but I like to read the physical New York Times and do the puzzle. I’m old school like that. I know the kids don’t do it anymore.
How has Paper evolved since you started it?
It’s changed a lot because the business model of magazines doesn’t really function like it used to. Twelve years ago, we started an agency called Extra Extra, and that is really a large part of what I do. We bring the agency and the digital at PaperMag.com together. We help brands bring their initiatives to life using editorial thinking. So it’s kind of marketing but we do a lot of events. We have event production and PR divisions in the company. But mostly, it’s to help brands that are really big, think small. We’re small; I’m an indie. We started Paper in my house. We think small and we’re very nimble and I realized, as things were changing, these companies were having a real struggle with being able to react, and they have a real struggle with social media and the Internet and kind of how you speak to your customers and your guests, because they’re used to doing things in a corporate structure. The corporate paradigm of the 20th century doesn’t work anymore. We help a lot of big companies learn how to be small and think small. Also, back to the editorial thinking, we help them tell stories around what they want to do and contextualize it with editorial thinking. That’s the only way to explain it. But talking as a human, also. Big companies have trouble talking as a human and these are things they’re now realizing and they’re changing. We’re helping a lot of them do that.
