You may recall the online magazine’s Fresca initiative — so named for editor David Plotz’s passionate and non-ironic obsession with the grapefruity beverage — which launched last year to give Slate writers and editors the opportunity to focus on long-form work. Essentially, the fellowship program requires that every editorial staff member at Slate (Plotz recently added copy editors to the Fresca pool) take four to six weeks off from their normal jobs — and use that time to produce one in-depth piece (or, often, a series of in-depth pieces) on a subject that compels them. So far, the project has netted such praiseworthy specimens of long-form as, among others, Tim Noah’s analysis of why the U.S. hasn’t endured another successfully executed terror attack since 9/11 and Julia Turner’s look at the fascinating complexities of signage and June Thomas’ examination of American dentistry and Dahlia Lithwick’s crowd-sourced foray into chick-lit authorship and John Dickerson’s reclamation of risk-taking after the financial crash gave that quintessential American practice a bad name.
The other thing the initiative has netted? Pageviews. They’ve been in the millions, a Slate rep told me: over 4 million for Noah’s piece, over 3.5 million for Thomas’, nearly 3 million for Turner’s. That’s especially significant considering the length of the pieces, which often run in the tens of thousands of words. Combine that with New York Times Magazine editor Gerry Marzorati’s claim, last year, that “contrary to conventional wisdom, it’s our longest pieces that attract the most online traffic” — and, come to think of it, with tablet computing’s promise of portable, pleasurable reading experiences — and “tl;dr”: you are on watch.
Nieman Journalism Lab: “Smart editorial, smart readers, and smart ad solutions”: Slate makes a case for long-form on the web
I can say that my longest piece at ReadWriteWeb has been my most popular.