Wired Reaches For The Moon

Wired Editor Chris Anderson spoke to Jon Friedman from MarketWatch. His words have meaning for anyone directly involved with managing a brand today.

“The mission of this magazine is the same as it was in 1993 when it was founded,” he told me. “We’re NOT about technology — we’re about how technology is changing the world.”
He explained that Wired has two objectives for all of its stories: “Amaze us, and tell us something we’ve never seen before, in a way we’ve never seen before.”
Anderson bluntly shot down Wired’s reputation as the smartest magazine on the coffee table. “Being smart? That’s not in our mission,” he said. “Blowing minds is.”

In other words, stop selling me and start amazing me.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.