Trend Hunter spoke with Shelley Ambrose (Executive Director), Rachel Geise (Senior Editor) and John MacFarlane (Editor) from The Walrus magazine and learned about the publication's Canuck-focused content. It aims to inspire discussion and debate among Canadians about Canada and its place in the world, while adapting to the technological advancements of storytelling.
The magazine's content focuses solely on Canadian culture: what is important to its citizens and what is relevant to the present time. The journalism team has specific requirements each story pitch must meet to be 'Walrus' material. The writers must be experts on their subject matter, the articles must be relevant and useful to Canadians and the stories must be clear and understandable.
Once writers have found a story that meets those requirements, they are able to share the stories on multiple media platforms. By adapting to the changing ways of storytelling, they are able to connect with a variety of people and it allows their stories to be told in a more encompassing way. These ways include cover stories, documentaries, on stage events, podcasts, ebooks and more.
Stats for Sophisticated Canuck Editorials
Trending: Older & Average
Research: 754 clicks in 128 w
Interest: > 3 minutes
Concept: The Walrus
Related: 65 examples / 50 photos
Segment: Neutral, 12-55
Comparison Set: 24 similar articles, including: online job-hunting infographics, hand-drawn resumes, and cuddly critter publishing assistants.
Online Job-Hunting Infographics
Cuddly Critter Publishing Assistants
Elegiac Editorial Machines