SAN FRANCISCO -- SAN FRANCISCO, March 10 /PRNewswire/ -- WIRED turns ten this April, and it has reasons to celebrate. Launched in 1993, at the start of an extraordinary decade of technological changes, WIRED has built a reputation as a powerhouse of thought and reporting.
Now, under the direction of editor-in-chief Chris Anderson, WIRED has emerged from the advertising slowdown invigorated: Ad pages are rebounding -- April's anniversary issue is up 113 percent from 2002 -- and newsstand sales are up 8.5 percent for the first two months of the year.
Born at the epicenter of the digital revolution, WIRED covers the impact of science and technological innovations on society and culture. In recent issues, it has featured groundbreaking coverage on cloning, space travel and alternative energy -- as well as the latest trends and developments in information technology, such as the WiFi boom.
"Our mission is becoming more relevant all the time," says Publisher Drew Schutte. "People are saying 'Are you relevant, post-dot com?' In fact, we're more relevant. Look around you. Science and technology have always transformed the world at a faster and faster pace. It's not slowing down."
Advertisers including Cisco, Hewlett-Packard and Intel certainly find WIRED relevant: these three have committed at 50 pages alone through May. April's anniversary issue, on newsstands March 10, opens with a 16-page poster featuring images of WIRED's covers over the past ten years. HP's acclaimed advertising firm, Goodby, Silverstein & Partners, created an ad which covers the entire back of the poster: an image of a heart with an old-fashioned sailor's banner tattoo draped across it, which simply reads: "Technology."
Hewlett-Packard isn't the only advertiser that's celebrating WIRED. For the first four months of 2003, WIRED saw ad pages increase 43 percent from 2002. The major increases, says Schutte, come from the B2B technology, automotive and consumer electronics sectors. Some of the advertisers making significant buys in 2003 include Nissan/Infiniti, Rolex, Kettle One, Jaguar, CitiCorp and American Express.
Schutte credits WIRED's staying power, especially during the dot-com rise and fall, for the strong ad numbers. While several magazines launched and died during the dot-com era, WIRED stayed true to its mission: the intersection of technology and culture. "We got credit for not going biweekly, for not changing who we were - for not changing our editorial to be 100 percent business or 100 percent dot-com," he says. "We stayed true to our mission of highlighting the people, companies and ideas that are changing our world."
"Technological innovation never stops," Schutte continues. "And the people who care to read about it don't go away." WIRED's readers, mostly affluent, well-educated men, are an incredibly attractive - yet hard-to-reach - audience for advertisers, he says. "We can get advertising that larger circ books get because we deliver a cream-of-the-crop, premium reader," he says. "A business tech advertiser can go to Business Week and reach 900,000 people. So why advertise in a magazine that reaches 525,000? Because everybody reading WIRED is tech-savvy. Everybody reading WIRED believes technology can change their world and can change their business. There's no waste for the advertiser. If you go into a Business Week, half the magazine has no interest in technology. That makes us much more appealing to a HP, an IBM, a Microsoft."