We Want Media

With seven topics ranging from fashion to movies to music, PAPER magazine's blog is a mélange of information. Alexis Swerdloff, the associate editor, finds herself consistently surprised by the site and readers.

"Sometimes I'll blog about what I think is totally juicy, and no one will comment and it'll get just a few hits," says Swerdloff. "But other times, I'll do a dumb post about people who paint their cats and our traffic will go through the roof. The blogosphere is a fickle and unpredictable beast."

Swerdloff sees the blog as more of an extension of the magazine, which means more information for the reader and more opportunities for the writers.

"Because our magazine is monthly and there is only room to cover a certain number of artists/musicians/actors, etc. per issue, the blogs have allowed us to cover many, many more people than we were covering prior to the blogs," says Swerdloff. "That makes our readers happy, our writers happy and the publicists happy!"

"PAPER is all about catching bands, trends, artists, fashion designers before they get big. ... The fast-paced nature of blogs (you have an idea, you write about it, you grab a photo, it's up on the site) allows us to do that much quicker."