NEW YORK (AdAge.com) -- Some of you are reading Wired's accolades here on Ad Age's iPhone app, while more of you are reading it in print and an even larger crowd of you are reading this on the web. It's just another suggestion that the web isn't dead, contrary to Wired's September cover story proclaiming, well, "The Web Is Dead."
But that's OK. If Editor in Chief Chris Anderson dared to use a little hyperbole in a magazine cover line, he's not exactly the first magazine editor to do it. He also, as Gawker pointed out in one of countless takes on the piece across the, um, internet, gave the creators of the Web 2.0 conferences "the opportunity to basically tell the editor he's nuts." And after earlier years' introduction of The Long Tail and a robust argument over free content, he'd gotten seemingly everyone talking once again -- about something important and intelligent no less.
That sort of resilience is starting to look like a Wired trademark. In September 2009, ad pages for the year's issues to date had plummeted 43.9%, according to the Media Industry Newsletter. It wasn't the worst showing at Condé Nast, but this year VP-Publisher Howard Mittman delivered a January-through-September rebound of 24.5% -- the company's best. Ad pages in the September issue itself topped last year's September by 33.1%.
Readers, meanwhile, kept eating it up. Single-copy sales leapt 14.5% in the first half while paid subscriptions grew 7.4%, according to Wired's report to the Audit Bureau of Circulations. Wired's audience is obviously tailor-made for Twitter, but if strong newsstand sales tell advertisers something good about a title's vibrancy, Wired's 612,376 Twitter followers ought to say something encouraging about its brand as well. Wired also took home a National Magazine Award for the best single topic issue -- J.J. Abrams' Mystery issue in May -- and for best design, its third such win in three years.
And finally, iPad users downloaded Wired's long-anticipated iPad app edition 24,000 times in its first 24 hours and a total of 105,000 times so far, according to the magazine. Wired creative director Scott Dadich was subsequently named to the additional post, a newly created one, of executive director of digital magazine development across Condé Nast.