I liked Wired better when it was a magazine. Like, a 1.0 magazine that I bought at the Stop-n-Go at the corner of Westheimer & Montrose because it was like nothing I had ever seen before. A magazine that talked about things I always knew but yet had never heard about. A magazine that, after subscribing I kept every issue of until it was time to move and I checked eBay and it wasn’t worth anything and I threw them all away except for the first year (when it was issued bi-monthly). But I kept the 2.01 issue because it was the Douglas Coupland Microserfs one.
There was a long debate on whether a magazine about being (un)wired should really be made of paper in the first place; shouldn’t this be on the world wide web (as it was called back then) instead of being tethered to the ancient art of printing? With the content it was delivering, shouldn’t it be presented in a medium of its own preaching?
This was 1993. I don’t think I had internet access then. Did you? If you did, it was probably through Prodigy or a very young America Online. Remember them? I know I had email in 1994 and maybe Wired had something to do with that pushing me into this realm.
In the late 90s Wired’s online offerings were an odd web-search portal and a bunch of other crappy linked sites. This was before they started offering the same content as the published magazine, because then nobody realized you could actually publish content online and still be profitable. This was before The Bubble.
Their ace in the hole, however, was suck.com. Using original content not found in the magazine, it represented a new approach to online offerings, very sharp, slight of hand and tongue in cheek. While the content was the hook, it featured illustrations by the brilliant Terry Colon.
All was good until the bubble burst right about when everybody knew it would. Wired was bought by Conde Nast who turned it into the U.S. News & World Report of the technology world. While I can’t compare today’s printed edition (do they still do that?) to the online site (suck.com was killed in 2001—pop!), it’s basically a here-is-today’s-news boring CNN format. Along with Conde Nast’s purchase came lots of reader demographics research so now they assume all wired.com’s readers are hipsters and dorks. What do articles about mountain biking or Seth Rogen’s latest movie have to do with Wired’s philosophy on technology, privacy, hacking and digerati? Not much, I’m afraid.




