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"We saw that we weren't just publishing a magazine, that we had a certain voice and way of looking at the world that could find expression in different products," Mr. "Some would be distributed in print form and some digitally." The editor-in-chief has gotten plenty of support from an A-list staff, including online Editorial Director Ben Williams, but veterans of the magazine cite Mr. "He's got a really good balance between his own intense curiosities and a feel for what can resonate with a larger audience," said New York Times Magazine Editor-in-Chief Hugo Lindgren, who was Mr.Moss' longtime deputy at both the Times Magazine and New York.Solving the mystery Just as important, the company has solved the most pressing conundrum: how to make money online.Consumer magazines draw only about 5% to 15% of their ad sales from their digital operations, analysts and insiders say.In line with the industry, single-copy newsstand sales fell 10% in the first half of the year compared with the year-earlier period, according to the Audit Bureau of Circulations. And New York's ad pages were down 6% this year through Sept. New York executives point out, however, that although circulation has been stagnant for years, circulation revenue has actually grown as a result of subscription prices having almost doubled since 2005.
In addition, the magazine and website have racked up more National Magazine Awards since Mr.
And last month, New York relaunched fashion blog The Cut as a site devoted to women; it joins culture site Vulture and foodie favorite Grub Street .
Unlike its competitors, the publication was quick to embrace the web as a potential profit center.
"You see advertisers like Bergdorf Goodman and Longchamp," said Jack Bamberger, president of North America for digital at media-buying agency MEC, which is using The Cut for Macy's .
By Katie Parker Magyar How New York Magazine expanded beyond the five boroughs and made its voice global.