Pitchfork’s recent Daft Punk feature represents the site’s focus on creating interesting and creative experiences for their readers, rather than simply trying to gain as many pageviews (and ad dollars) as possible.
…that Daft Punk piece wasn’t a one-off; it’s part a broader strategy the publisher is pursing. It’s shunning the pageview and ad impression arms race that’s gripping the industry in an attempt to build its business the old fashioned way: By attracting an audience that’s loyal and engaged with its brand. Hence, the importance it places on finding new and interesting ways to present its content.
“Our goal is to be the best music magazine in the world, not the biggest,” said Matt Frampton, Pitchfork’s vp of sales. “We want to reach a specific breed of die-hard music fans, and there aren’t 100 million of those in the U.S. We’re not interested in the pageview or SEO games; for us, it’s about reaching and really engaging a relatively small group of passionate people.”
Hopefully, more online publications will begin adopting similarly creative approaches.