FEED Launches Major Redesign, Hires First Advertising/Business Development VP
New York, October 2, 1998 —In a bold move sure to sharpen the Web's most cutting-edge publication, FEED ( today unveiled the most significant redesign in the three-year history of the award-winning site.
The redesign, by New York's Plumb Design (, is intended to make FEED's acclaimed content easier to navigate for both readers and advertisers. Also introducing a number of new features, the redesign divides FEED into four main sections, each with its own homepage: "Media and Culture", "Technology", "The Loop", and "Classic FEED". The new environment will let regular and first-time visitors tailor their FEED experience to their interests and needs.
Readers will also notice many editorial changes. Four familiar FEED writers will contribute rotating monthly columns: "The Materialist", an art column by FEED co-founder Stefanie Syman; a television column, "BroadBand" by former "Suck" editor Ana Marie Cox; "The Interface", about digital culture, by author and FEED co-founder Steven Johnson; and "Killer Appliance," a column covering high-tech toys, by "Suck" co-founder Carl Steadman.
"FEED has always had a reputation for being at the cutting-edge of online publishing," said FEED co-founder Steven Johnson. "This redesign allows us to continue exploring the possibilities of the web magazine format, while giving the site more clarity and focus."
The retooled FEED will incorporate a new, more easily navigable article format. The bottom frame of each article will include links to the four main FEED sections. There will also be links to printer-friendly version of longer stories for traditionalists who still like to read on paper.
In addition to new monthly columns, FEED will introduce several additional recurring features in both the Technology and Media and Culture sections.
  • Deep Read will offer readers an extended hypertext-intensive review/essay focusing on three or four titles drawn from different media, some old, some new. Think New York Review of Books essay with a Sonic Youth record or Passolini film occasionally tossed into the mix.
  • BottomFEEDer will feature profiles of ordinary young people in extraordinarily quirky jobs.
  • Prototype looks inside the minds of the most unusual designers, technologists, and critics as these visionaries sketch out their visions of tomorrow's high-tech product, from the electronic book to the car of the future.
  • Re: is FEED's new bi-weekly interview series that will profile leading artists, visionaries, and provocateurs from the worlds of culture and technology.
To celebrate its redesign, FEED will also introduce new takes on two hallmark editorial sections. The roundtable-style Dialogs will now take place in the Loop discussion area -- integrating the commentators' voices with FEED readers comments on the live site.
The Document section has also been reconceived as a hypertextual version of a book review. Each month the section will showcase an excerpt from a new book complete with annotated commentary from three commentators.
Also making use of FEED's voluminous archives, the site will now be equipped with a completely new searchable site index.
"With the hiring of its first advertising director and a slew of new partnerships, FEED is also ramping up business efforts," said editor Stefanie Syman. FEED has already inked a monthly syndication deal with IDG's print magazine The Industry Standard. The magazine will run edited conversations about technology from FEED Dialogs such as the recently launched "Learning From Porn: The FEED Dialog on how sex is shaping the future of the Net."
An integral step in the redesign and redirection, FEED has hired Kate Hartnick, formerly of Nicholson NY, as its first vice president of advertising sales and business development. Hartnick has over ten years of media marketing experience, including Bantam Doubleday Dell, The New York Daily News, and Jupiter Communications.
For a web site whose formal marketing has consisted of banner swaps with a few other sites and search engines, this hire demonstrates a meaningful commitment to establishing a business infrastructure to drive and support FEED's planned expansion.
About FEED
Founded in May of 1995 by Steven Johnson and Stefanie Syman, FEED is the Web's leading magazine of culture, politics and technology. Hailed as the best example of "combining the quality and principles of traditional print journalism with the new forms available online" by The Wall Street Journal's Walter Mossberg, FEED's contributors include: Sven Birkerts, author of The Gutenberg Elegies; Denise Caruso; essayist Ellen Willis; Gary Chapman, Los Angles Times columnist; Carolyn Guyer, hypertext fiction author; Jeffrey Rosen, legal affairs editor at The New Republic; Mark Slouka, National Magazine Award-winning writer; Alexander Star, editor of Lingua Franca; and many more.
Steven Johnson was named one of the "50 people who matter most on the Internet" by Newsweek. His recent book Interface Culture (HarperCollins) was hailed as "a masterwork" by Upside magazine. Stefanie Syman's work has appeared in The Wall Street Journal, The New York Times, The Washington Post, Rolling Stone, Vogue, Suck, and Word. She serves on the board of the New York New Media Association.
About Plumb Design, Inc.
New York based Plumb Design, Inc., the developer of Thinkmap®, collaborates with its clients to produce online experiences that facilitate the exchange of knowledge and the interplay of ideas. The Company specializes in the design and development of next generation interfaces. Clients include Intel, The National Geographic Society, PBS, The Smithsonian Institution, Sony Music, and United Media. More information about Plumb Design can be found on the Internet at
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