Clay Felker On Running New York

Folio: The Magazine for Magazine Management, Jan 1, 2004 by Lauren Barack

Byline: Lauren Barack

When Clay Felker launched New York magazine as an independent in 1968, the city was failing apart. Penn Station was gone and so was much of the middle class, spooked by the near-collapse of municipal services under Mayor John Lindsay. Felker saw something else - a timeless vision of a metropolis where the powerful, the arty and the fashionable all vied for attention, where new ideas about culture and theater and politics were exploding. During Felker's tenure, New York took on everyone - from megalawyer Roy Cohn to Warhol phenom Viva. He also published Tom Wolfe's piece on Ken Kesey's gang that spun into The Electric Kool-Aid Acid Test. New York became a must-read for Manhattan's elite - and all those who aspired to join them. As New York prepares for its fourth owner, Bruce Wasserstein, its founder offers some tips.

Q: How did your original New York capture readers?

A: The secret of a magazine is passion. The original group of people who put together New York had a passion for living in New York City. So much of what I did and what Milton [Glaser, the designer] did was pure instinct. Also, we had outstanding writers. At the time, New York City was not doing well - crime was rising, and people were fleeing to the suburbs. We felt that the thing to do was to talk about what was good about the city, point out what was wrong and how to deal with it.

Q: What is the essence of a city magazine?

A: You have to believe in the great ethos of that city. New York City is a city of ambition. You have to understand that New York is not aimed at everybody. You pick a segment of the audience you're trying to reach and that you care about. We were often attacked and called elitist. Well, we were elitist. Every city magazine has to be about the movers and shakers.

Q: How would you make New York work today?

A: I wouldn't change the essential philosophy of New York, but the various ways you deal with it would inevitably change. Young people lived in Manhattan in my day. Now they can't afford to. Most of the young people I know live in Brooklyn. But the thing is to tap into that passion for living. It's still about Manhattan because that's the center of New York's civilization. The thing about magazines is that they're constantly evolving. You have to have the art direction and editorial direction totally in sync and compatible. It doesn't mean you put the latest celebrity on the cover. What you have to do is get to the heart of why people live in the city and what their concerns are.

Q: A lot of magazine critics say New York has lost its identity in recent years.

A: I don't know what the unique point of view of New York is now. They have many stories that are very good. But you get the feeling that they are scrambling around to do special issues to sell advertising. It's not consistent.

1968

New York magazine founded by Clay Felker.

1977

Rupert Murdoch buys New York magazine.

1991

Murdoch sells New York to Primedia.

2003

Primedia announces plans to sell New York.

2004

Bruce Wasserstein assumes control.