to do something new with the language of your time.

We have this thing when we're talking called "noble failure," where we really try and kind of press an idea and not be pissed off if it doesn't make it. We experiment and just see if it happens, and I guess 50-60% of the time that ends up in the magazine. But there's a good chance when things don't work, we've pushed it too far and have to come back.

You start with small bits at the front, and work through to bigger things; the narrative arc of that. You dip in and out in a magazine in a much different way than you dip in and out of things on the Internet.