Wired magazine – in both its US and UK guises – has been at the forefront of technology news for well over a decade. And as you’d expect from a title engaged in the digital age, its website is thriving – 19m unique readers per month, in their words. Some 78% of Wired’s online readers went to college, 39% are in professional/managerial positions and 12% are in top management.
So all the more puzzling that its recent profile of Stuart Butterfield, a founder of Flickr, no less, has been met with derision in the comments section. In theory, that readership should be interested.
At the time of writing, the article headline ran: The Most Fascinating Profile You’ll Ever Read About a Guy and His Boring Startup. Running at nearly 7,500 words –and featuring charts and letters – you’d expect the profile to say something interesting. But the readers aren’t impressed, and have shared their dim views in the comments section.
The first issue readers have is with the length. Prosaic example:
And then there are comments about Wired’s headline (recap: The Most Fascinating Profile You’ll Ever Read About a Guy and His Boring Startup). Example:
And:
Other comments target the potentially ‘native’ quality of the profile:
Lastly, some consolation from the aptly named Final_Word:
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