How can you identify a great digital magazine editor?

Finding an editor who’s confident in their style is very important, but you don’t want someone too much in their own world. You want someone who will take the world in your mind, make it their world, too, and take a genuine interest in that world, it’s organizations, and it’s people. Having a sense of what they like, the specific audiences they are aiming for, and where to find those audiences is key for a managing editor. When you’re looking for a managing editor, ignore their educational background and focus on their practical experience. Not just that they have some, but the enthusiasm with which they approached previous roles. Editors who are, or have been, successful freelancers are also pre-screened. It requires vision and strategy.

One of the most important things the editor of a "digital magazine" (aka informational or entertainment website) needs is to be on the same page as the publisher/owner of said magazine. They need to have the same goals, aspirations, and mission for the publication. Otherwise, that relationship will be very contentious and either the publication will fail or it will be needing a new editor very soon. My personal experience: I was (briefly) editor of a digital magazine, one of a dozen owned by the same legacy Internet company. We begged our boss for a mission statement -- any kind of statement -- to guide us. What were we supposed to be doing? What objectives were we trying to achieve? We never got one. And those publications failed.

Having a sense of vision is important, but a managing editor also needs to be interested in the topic. Cultures are constantly changing and editors need to be ahead of those changes. The people who are genuinely curious and show an interest in your magazine’s niche will do this best. I’ve created numerous online periodicals related to cannabis policy because I became a medical cannabis patient and activist. I truly enjoyed following the news wires and connecting with people in that community because it interested me. I cared so much about the topic that my last site was syndicated to library databases worldwide. Now, I’m launching a site dedicated to poetry chapbooks. If someone asked me to edit a fashion magazine, it would be horrible.

You need to be able to tell good writing from bad writing. You'd think this would be obvious, but a lot of people in the editorial racket don't have that skill. You also need to have a good feel for what your readers really want or need to know, and how to convey that in a way that meets your audience where they live. The ability to come up with story concepts, write headlines, and add interesting elements that engage readers is also essential. And you need to be able to feed the Google monster, which means playing the SEO game. Unfortunate, but true.

Your editor doesn’t have to be a technical expert, but clear knowledge and some experience are important. Experts can be hired for polish, but it’s key that your editor be familiar with most of the tools that they use. Others tend to be too easily impressed. Look for the applicants who show at least some knowledge of many tools and tricks. New tools and ways of doing things are constantly being created. Applicants with wide range of software experience, even at a novice level, are great. These are the people who dive into the new apps or platforms out of pure curiosity. Being an early adopter of new methods can pay great dividends. As for design, nobody will want to find out about the content if your magazine looks ugly or amateurish.

Unless you're a one-person operation (been there, done that) you really want to hire someone with design and technical skills. It's extremely rare to find a person who has both aesthetic design skills and editorial chops. Better to find someone good who aligns with your vision for the publication and leave it to them.

This is right up there in importance with having good editorial instincts. You need to convey your vision to the people who work for you and guide them to produce the results you're looking for. Unfortunately, in the editorial world, the people who are the best writers tend to get promoted to editor, and the top editors get promoted to editor in chief. But a really good writer is not necessarily a good editor, and a great editor may make a lousy EiC, because the skills needed for each role are different. Being able to manage people effectively is its own skill, which many many people in the editorial world lack. (I am at best a mediocre manager myself. But I used to be awful, so I guess that's an improvement.)

Magazine editor is a big job with too many areas that need your attention, always. I include an innate ability to multitask in the leadership part. Even keeping track of all the factors and people available to you requires an ability to see the big picture, but give attention to each aspect with all of them pulling you at once. An editor must communicate their plans, needs and expectations clearly to instill confidence in where they are leading the staff, sponsors, stakeholders and readers. An editor also needs to be dedicated and proactive. If they think they can just hire people, tell them what is desired and wait for the result, there’s no way they’ll hit deadlines. They need to keep in contact in a friendly, encouraging way.

If you're not inherently curious, you'll make for a lousy journalist. If you don't want (or feel you don't need) to learn, you should pack up your bags and go into sales or something else that doesn't require creative thought. You also need to have a thick skin, because you will get a lot of feedback, and some will almost always be negative. You need to be able to identify which criticisms are worth listening to and adapt accordingly.

Again, look for the applicants with resumes that seem almost comical in how man skills they list. Definitely confirm they possess those skills, but if they do, put a big plus next to their name, even if those skills might not apply to you. These are the people who are naturally curious and just can’t help themselves. I relate. That’s the type of energy a successful editor needs and it’s not something that can be taught. Magazines that are static don’t last long. If you look at magazines that have been going for decades, it’s usually because they were smart enough to get ahead of the changes and to lead the way. An editor who is always curious will see the potential for small changes over time that keep the magazine current and vibrant.

In my digital publishing journey, a great digital magazine editor isn't just about technical skills. They need passion that ignites the team and audience. Imagine an editor who is enthusiastic, inspiring, and positive, a true believer in the magazine's vision. They should also be reliable, dedicated, and responsible, delivering high-quality content on time and within budget. Remember, it's about finding someone who leads with passion and delivers with excellence!

Any magazine editor – online or print – must be passionate and inherently curious about a wide array of topics. It's easy for a magazine to become formulaic about content, so a commitment to finding new stories and a passion for original ways of telling them will keep the audience engaged and motivated to share what they read with their friends and content. At the end of the day, writing with a passion always shines through.

The biggest thing missing elsewhere in this article is a clear understanding of the audience. It's all very well to have a great vision for a digital magazine but if that vision doesn't align with the current or prospective audience then it won't go anywhere. You have to know the audience and what they want and like. The single biggest role for an editor is to champion the audience. Ask and answer the questions that they have. Find out what they are interested in and give them that. Blending the audience desires with the aims and goals of the publication is one of the very biggest skills an editor can have.

A great digital magazine editor typically possesses strong writing and editing skills, a keen understanding of the target audience, familiarity with digital platforms and trends, and the ability to adapt to evolving technologies. Look for someone with a track record of producing engaging content, a strategic mindset for content planning, and effective communication skills to collaborate with a team. Additionally, experience with SEO, analytics, and multimedia content can be valuable in the digital landscape.