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TMO Reports - MacAddict Rep Discusses New Magazine

by , 2:50 PM EDT, October 9th, 2006

Steve Aaron, publishing director at MacAddict parent company Future US, on Monday spoke with The Mac Observer about the magazine's change to Mac|Life next spring. Last Friday, TMO reported the news after seeing a Craigslist job listing that sought an editor-in-chief for the rechristened publication. That information quickly circulated among the Web-based Mac media.

"We didn't realize it would come out that way," Mr. Aaron said of the Craigslist posting. "We simply wanted to get a sense of the editorial talent that was available, but I guess this is now part of the organic process of the redesign."

He wouldn't get into the specific ideas planned for the magazine's relaunch, other than to say that he sees a "huge window of opportunity. Mac users aren't the same today as they were ten years ago. MacAddict served its audience well for the past decade, and now we want to decide the next ten years of the magazine." He added that more information about the new magazine will become available at the January Macworld Conference & Expo trade show in San Francisco.

Mr. Aaron noted that current editor Rik Myslewski, associate publisher Stacy Levy, and others were part of the decision to become Mac|Life. Mr. Myslewski, as he said in a MacAddict forum posting, won't be leaving the magazine, despite the search for a new editor-in-chief, but he wouldn't elaborate on his new role, nor would Mr. Aaron, other than to say that "he will still have a voice at the magazine." The current staff will remain onboard, and the headcount will likely grow by one or two.

The publishing director also expects the new magazine to take advantage of a variety of digital media, including an expanded online presence that offers blogs and podcasts. Mr. Aaron pointed to Guitar World's use of DVDs as a medium they might also use. He also said that they plan to continue to focus on power users "and where they're going." When asked about similarities between the new magazine's content and what Macworld already covers, he responded: "We have the opportunity to leapfrog Macworld."

The announcement of the new name brought ire from Shawn King, who hosts the Your Mac Life radio show and who told TMO that he is consulting an attorney regarding the names' similarity. Mr. Aaron declined to speak on the record about the matter.

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Observer Comments

Show: Subjects Only | Full Comments
Close Name:Bosco Posts: 1001 Joined: 03 Jun 2002
Subject: Shawn King?

What is his problem? It's not like his show is called "Your|Mac|Life". Maybe Mr. Aaron could offer Mr. King a minimum wage job as office errand boy. He could go to the grocery store every day and keep them stocked with NutraGrain bars and Diet Dr. Pepper. Maybe handle some light bookkeeping. That would be a win|win.

Close Name:Benton Posts: 62 Joined: 07 Jan 2005
Subject: Mac Lives Culture

MacAddict/Future US may want to consider catering to more of an international audience along the lines of MacDirectory magazine. Exploring the lives of creative people using Macs to develop their visions. Interviewing the likes of Gene Munster about how investors should value the parts of Apple and what is a reasonable premium with and without Steve Jobs. Meet with Apple Directors, Al Gore and others, to explore their aims and what other business interests may affect judgements regarding Apple. How could Jobs minimalist style transfer to an Appleesque design for office, home and ergonomics. Imagine the expanded advertising pool willing to influence and fulfill the MacAddiction and the resulting ad revenues generated to bring more pages to us every month. As MacAddict has aged so has its base and with age prospered financially; bringing along their youthful exuberance with an ability to fulfill desires beyond their means a decade ago. Isn't that what we MacAddict readers really want, more and better with fun?

Close Name:fultonkbd Posts: 123 Joined: 02 Mar 2004
Subject: Shawn King should be pissed

I think you are off base here. Your Mac Life and Mac|Life are too similar and believe Mr. King has the responsiblity to defend his show.

Besides, MacAddict is hurting (Obviously). The mag has gone down hill. It used to be edgy and had some bite. But now is a creaky old magazine that is trying to please it advertisiers because the readers have left.

Though I agree that the Mac user 10 years ago is different than the Mac user of today. I hope they stick to the power user idea. Because MacWorld already has the market cornered for the average user.

I'm hoping that the new mag does well and will subscribe to check it out.

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