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Cynthia Wang, assistant editor of People magazine, speaks with a student during the 2010 AAJA Journalism Camp at Loyola Marymount University. Timmy Huynh/J-Camp Live
By Uriel Kim, J Camp Staff Writer
With America’s consumers living in an increasingly fast-paced, digital world, their choice in media have changed accordingly. The realm of celebrity news and gossip is no exception, with websites such as tmz.com and perezhilton.com quickly replacing industry stalwarts.
But People magazine doesn’t seem to be yielding its position as the leader in entertainment news.
In the current economic climate, some may not strive to be at the top of the magazine industry. But Cynthia Wang, the assistant editor of People, works to ensure that the magazine remains at the top of its field, in print form as well as in the digital platform revolution.
In her question and answer session at the 2010 J Camp in Los Angeles, Wang was quick to note the success of People’s online complement, people.com. The website platform gives the magazine equal leverage with their digital competition.
“People.com ropes in a younger, tech-savvy, audience,” Wang said, “and these people may be checking up on the latest news on a daily, hourly, basis.”
Traditional formats have had difficulty competing on the speed front, a bane considering the instant gratification many readers are seeking. Accordingly, people.com hosts many web-specific articles and features. But the web version is rooted deeply with its print counterpart.
“We have a dedicated web staff,” Wang continued, “but [the web staff] also relies on the print reporters.” In this sense, people.com and People magazine do not compete against each other; instead, they work together to incorporate more readers into the People family.
People magazine is not stopping there. The mobile format is one that is rapidly growing — led by Apple’s iPhone and iPad — and the publication is not hesitating to adopt the latest trend. According to Wang, the publication is soon launching its iPad-specific application, which will no doubt reach an even savvier, vibrant demographic.
Even with all of its new multimedia platforms, the actual paper magazine still has its loyal readers.
“While the internet appeals to an audience that wants instant news, our magazine attracts a demographic who sees [People Magazine] as a leisure activity” Wang said. She continued, “The paper version appeals to people who have a different speed of reading, and that is why the magazine version has been successful.” Indeed, since its debut in 1974, the magazine has been among the most circulated in the United States .
Regardless of the form, People assumes in the future, the reason for the publication’s success does not lie in the fiber of its magazine’s glossy pages, and is not dependent on the flexibility of the internet. Rather, it has been the publication’s adamant adherence to its journalism ethics that has made it a trusted and reliable source.
“We are trying to break news, get the facts straight…it’s journalism” Wang said. And drawing from its parent company, Time Inc., the magazine is always sure to match the journalism standards of the other magazines in the company. “If you can’t beat [the competition] on speed, you have to beat them on quality and accuracy,” Wang said. Her most important mission as a journalist working for People has been to “tell stories through the lens of a personal experience.” For its ability to captivate people, either through human interest stories or celebrity news, and it unwavering ethics, there is little doubt that People will continue to be a success in the future.
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