Keith Hernandez on Slate, ‘slow internet’ and what’s next for publishers
Eight months ago Keith Hernandez resigned as VP of brand strategy at Buzzfeed to become president at Slate – one of the first successful online magazines. As the publication approaches its 20th birthday, Keith sat down with Mumbrella to discuss his vision for the publication.
“The race for the biggest audience is the wrong race to be in,” declares Keith Hernandez, as we sit down in the Manhattan coffee shop he has selected for the interview.
That statement might appear somewhat surprising given the sales executive’s previous role at viral specialist Buzzfeed, but as we order our drinks he is quick to add: “Don’t get me wrong, I love the Buzzfeed folks and I marvel at what they’re doing but the reality is there’s this other group (of news websites) that shouldn’t be looking at them and trying to replicate that,” he says.
Digital publishers looking at falling CPMs (cost per impressions) and choosing to chase scale might welcome such a statement with relief, but the president of Slate is quick to add it faces an even greater challenge in defining its unique value proposition.
A stream of sameness
