Go slow and steady, risk losing the race

Hey, consider this next time you get up from your desk for a snack break: In the time it takes you to walk to the vending machine and back, NYmag.com has published two or three blog posts.

Yes, the Nieman Journalism Lab reported that, according to New York magazine editor Adam Moss, the magazine publishes new material every six minutes. During working hours, that is.

Speaking at the 25th anniversary of Harvard’s Shorenstein Center on Friday, Moss said a successful blog post receives about 10,000 readers.

This has been a boon for the publication, but part of what has made it a smashing success may not work for other magazines, like the Chicago Reporter.

Although Moss said he isn’t comfortable with it, most posts are published without being edited. “The editing process online is zero, pretty much,” Moss said.

The Reporter, having made its name with thorough investigations and statistical literacy, might bristle at such an idea. However, the need to generate content quickly is a reality of online publishing.

The challenge is doing so without sacrificing accuracy.