Beyond the excitement and buzz factor, what’s the value of doing this project so fast?
Magazines don’t have money to pay anyone anymore. A lot of people are expected to invest a lot of time to get published but then don’t get paid very much for their efforts. This was a way for us to get super-talented writers and only ask for a morning of their time. And it was a sort of question in our heads: do you have a higher probability of getting great creative work from people because we made it fun and not burdensome? There was a “let’s make it happen” attitude that I think was really appealing.