My back pages

My back pages

Matthew Rothenberg

For someone who’s made a career of digital-first media and marketing, I sure appreciate seeing my name in print.

As the endurance of luxury magazines demonstrates, printed publications still have a tactile advantage electronic platforms can’t match — and when you clip a print article and place it in a physical folder, you can assume it’ll still be in that folder decades later.

So much of the writing I’ve done for love and/or money has disappeared with the sites that carried it, I thought I’d use this space to hunt down and aggregate some content that’s still online.

Besides, every digital archive tells a story. Googling up these old pages reminds me about the circumstances that got me writing the articles they contain.

Cover of 2006 eWEEK magazine

eWEEK. The website still carries an assortment of my bylines from the early aughts, including Apple-related scoops about macOS upgrades, enhanced Adobe software and the end of the line for Mac OS 9. Formatting and apostrophes haven’t survived 20 years of content migration, but it’s fun revisiting tech dish that’s now old enough to buy beer.

(I’m sad to see that the eWEEK archives no longer includes the scoop I broke with Nick Ciarelli about Project Marklar, Apple’s then-improbable transition from Motorola to Intel processors. As Ian Betteridge notes, that story caused quite a stir in Cupertino!)

Cover of November 1998 MacWEEK issue.

MacWEEK. The source of my Mac journalism pedigree, MacWEEK became one of the industry’s first print publications to transition to digital only when the book changed its name to eMediaweekly in a bid to expand its readership to Windows-based content creators. As editorial director for all Mac Publishing websites, including MacWEEK, it fell to me to reassure many very upset Mac partisans that we’d keep the Mac news flowing (albeit on a shoestring). This May 1998 column archived on ZDNet isn’t deathless prose — but it does trigger a Proustian flashback to a high-stakes moment when I got in front of a borderline hostile audience and convinced some of them to give us a chance.

(Spoiler alert: Managing Editor John Batteiger and I created an international consortium of Mac publications to tell some big global stories about the Apple supply chain, engaged lively contributors, scooped where we could, kept the Mac rumors flowing, made smart use of roundups to stay abreast of straight product news, and doubled site traffic in a year.)

Hero image for Campaign US story, "Heritage brands open door to LGBT families"

Campaign US. Taking a page from my MacWEEK.com playbook, I tapped into Haymarket Media Group’s international family of publications, and together we created a distinctly global view of the ad industry. (Viz. this look at how Ramadan drives advertising around the world.) I also kept tabs on Apple (including its luxury play in the smartwatch market) and covered some other ways brands engage with the cultural conversation (such as this look at an ascendant transgender presence in advertising creative).

Contently. I first met the founders of this content-creation platform when they were three guys in an incubator. Over the years, we shared many adventures in sponsored content. This page features content marketing and editorial work I did for Ars Technica and the Contently blog itself, as well as tantalizing dead links to bygone articles for CBS MoneyWatch, JPMorgan Chase and TheLadders, among others.

3 Guys at Club Cult, 1986 (photo MRAT)

Che Underground and FiveBands. Kicking out the jams in the home stretch: These are two blogs I created to track the social history of rock ‘n’ roll. The first is an enduring project to immortalize my own San Diego music scene of the early ’80s. The second is proof-of-concept of Sceneroller, a project for tracing music’s family trees I worked on with Jason Brownell and Jonathan Goldin. Tell me about the bands of your youth, and I’ll add them to the roster!