But Mr. Anderson has yet to solve the equation for Wired. Under his editorship, the magazine is an editorial success, winning three National Magazine Awards last month, which tied it for the most honored magazine. And Mr. Anderson’s own profile is higher than ever, thanks to his books, which roll messy business trends into neat canapés that executives pass around. He gives 50 speeches a year for an estimated $35,000 to $50,000 apiece.
But that has not equaled success for Wired in the downturn. The magazine has lost 50 percent of its ad pages so far this year, ranking among the worst off of the more than 150 monthly magazines measured by Media Industry Newsletter. Only Portfolio, which Condé Nast shut down last month, and Power and Motoryacht fared worse.