What's Your Problem?

By Jeffrey Goldberg

Q: I’m the editor in chief of a national magazine. For several years, we ran a popular back-page advice column, but the writer whined relentlessly about having to do it, so we finally let him drop it. Now a lot of our readers—including the magazine’s owner—tell us that the column was one of their favorite features and say they wish we would bring it back. What should we do?

—J.B.,
Washington, D.C


Dear J.B.,

Bring the column back, but in the front of the magazine—on, say, page 26—and have the writer answer only one question each issue. And give him a raise. Do you know how much time these take?


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This article available online at:

http://www.theatlantic.com/magazine/archive/2013/03/whats-your-problem/309240/