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November 01, 2002
One in the eye for focus groups
David Remnick, editor of the New Yorker doesn't use focus groups, believing readers do not want to be "anticipated or pandered to. Our reader wants to be surprised or thrilled. Thrilled never comes out of a focus group." Remnick prefers to dabble in what he calls "the heresy of enormous ambition", publishing stories that no-one else has thought of. Then "you do it and you hear about nothing else for weeks to come, and it's very gratifying". If you think such thinking is fatal to the bottom line, think again - the New Yorker is about to go into profit. The full story is on SFgate.com at http://sfgate.com/cgi-bin/article.cgi?f=/c/a/2002/10/31/BU42735.DTL. Posted by journoz at November 1, 2002 08:55 AMEmail this