Dive summary:
- Online music magazine Pitchfork is turning its focus to creating a rich multimedia experience to inspire loyal and engaged audience rather than striving to achieve the industry standard of increasing pageviews.
- A piece on release of Daft Punk's highly anticipated album reflects this strategy with a 6,000 word feature with full-screen photography, video content, audio, and other interactive elements.
- Part of the reason Pitchfork is attempting these rich features is to move away from the standard IAB units and develop more creative ways to monetize the site.
From the article:
“'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.'”