Channels with Peter Kafka How to Reinvent a Magazine, with Wired’s Katie Drummond
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May 28, 2025 
Katie Drummond, Global Editorial Director of Wired, shares her journey of revamping the iconic magazine, emphasizing the need to attract new audiences and revenue. She discusses the surge in subscriber growth driven by political coverage and how this aligns with current societal dynamics. The conversation also touches on the changing perceptions of tech leaders post-election, the unique Canadian perspective on U.S. politics, and the challenges of maintaining high-quality journalism in a rapidly evolving media landscape.
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Wired's Surge from Elon Musk Coverage
- Wired's coverage of Elon Musk's role in government drove a huge surge in subscribers in early 2024.
- Their unique tech and political expertise gave them a first-mover advantage on the story.
Multidisciplinary Reporting Advantage
- Wired positioned itself as a political tech reporter by blending expertise in AI, business, and government systems.
- This multidisciplinary approach helped break important stories on federal agencies under Elon Musk's influence.
Build Community With Live AMAs
- Engage new subscribers by turning them into a community through live chat sessions with journalists.
- This reduces transactional interactions and builds a stronger subscriber connection.