Magazine article Folio: the Magazine for Magazine Management

Texas Monthly: An Aggressive Website Content Operation, along with Expanded Digital Advertising Opportunities, Are Paying Dividends

Magazine article Folio: the Magazine for Magazine Management

Texas Monthly: An Aggressive Website Content Operation, along with Expanded Digital Advertising Opportunities, Are Paying Dividends

Article excerpt

Texas Monthly, on the occasion of its 40th anniversary last September, redesigned the print magazine and followed that up with a relaunch of its website in February. Since then, the site has occupied a much higher profile as a contributor of both business and audience to the brand.

The site now produces much more original content, but it still leverages magazine content, particularly with its archive. "The redesign of the website was meant to blend together original web content with magazine content and make heavy use of our archives," says editor-in-chief Jake Silverstein. "A case can be made that archives are uniquely valuable for a regional magazine. The geographic boundaries of our content make us a deep vertical."

The edit team contributes to the magazine and the website, which is divided into several topic verticals, but Silverstein notes that quality content blurs the lines between print and digital. "We don't believe people make a distinction between where content comes from," says Silverstein, "they just want to read something good."

Nevertheless, politics is a highly trafficked vertical, and the team makes sure to keep that channel well stocked. The Burka Blog, the site's most popular property, now has three more voices covering legislature, the congressional delegation and the exploits of Governor Rick Perry.

Long-Form Feeds Short-Form

The site is updated daily with reported aggregation, daily news and posts from reporters tiling stories as they work on longer features for the magazine. A writer is currently on assignment covering the tragic explosion in West, Texas for a long-form magazine piece, for example. At the same time, she is filing smaller related items for the website.

Texas Monthly has also entered into a partnership with the Texas Tribune, a web-based publication co-founded by former Texas Monthly president and editor-in-chief Evan Smith, and The New York Times to bolster the Times' regional edition by contributing its cultural reporting from the website. …

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