The digital tinkering continues - and that's a good thing

emedia/vitals reporting:
Revenues may finally be catching up with the investments publishers have been making in their digital businesses. The most successful efforts, from brands such as Wired and The Atlantic, underscore the benefits of diversified product offerings and a willingness to experiment beyond traditional digital revenue models.
Conde Nast’s Wired is the latest big consumer title to achieve an important digital milestone: The tech brand announced that digital sales accounted for half of total ad revenue in the just-completed fourth quarter. For the year, digital ads comprised 45% of total ad sales, AdAge reported.
And while 90% of those digital revenues came from the Wired website, VP/Publisher Howard Mittman said Wired’s  online strategy has evolved well beyond display media and "outdated CPC measurements" to include “rich and multi-faceted digital media recommendations that help to create strong connections with our ad partners.”
“Our diversity is our strength,” Mittman said via email, citing a cross-platform sales strategy that encompasses the web, print, tablet and an emerging conference business. “It’s a very powerful combination, one that allows Wired to tell stories across a multitude of distribution channels and optimize the consumer and advertiser experience based on what works and doesn't work inside a given medium.”
Mittman attributes the success to “a hundred small shifts” rather than one or two high-margin programs.
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