With a new in-house consulting firm in the works, Wired U.K. is the latest publication to knock holes in the wall that traditionally stands between editorial and business departments. We're not talking peep holes, here, either. It's as if Condé Nast has wheeled a wrecking ball right up to editor-in-chief David Rowan's window and are waiting to start swinging (slash counting the money that flows out once clients start signing contracts).
Sorry to sound cynical. In fact, the hybrid magazine/consultancy model makes total sense from a business perspective. WWD's Samantha Conti quotes a Condé description of the new firm as offering clients "access and insight on the techniques, technologies, and people driving change." Rowan described his editors as a brain trust of sorts and explained to Conti that the magazine's journalists are learning a tremendous amount from sources, more "than they can fit into the magazine" to borrow Conti's words.
So why not offer them up to paying customers in half-day seminars or pay-to-play PowerPoint presentations? One historical concern with blending the editorial and the business teams is an ethical one. Once the editors get too close to the money, the thinking goes, the more likely they are to be influenced or biased by it. But as the Internet continues to upend traditional thinking about journalistic models and journalistic ethics, this worry is being weighed differently at different publications and their ombudsmen and -women. While 2011 saw some trends turn around, magazines' revenue figures have been in free fall for years. At the very least, companies like Condé need some sort of safety net if not a trampoline to send these once profitable little bundles of ink and tree (or pixel and silicon) back into the black.