I like the idea of Quartz, the new business magazine from the Atlantic Group, but I’m not convinced they have a plan in place to reach the people they need to reach. Maybe they do, but I haven’t heard about it yet. Instead, Quartz Editor-in-Chief Kevin Delaney, in an interview with the Nieman Journalism Lab, responds to a question about distribution mostly by citing the quality and accessibility of his content. These are good things to have, but they aren’t the same as a distribution strategy.

Nieman’s Justin Ellis asks, “You aren’t on a print newsstand and you’re not in an app store. How are people going to find Quartz?” Delaney responds by saying Quartz’s content is (a) free, (b) multiplatform, and (c) “made to share.”

That’s not an answer that satisfies me Continue reading