
In a multi-platform, multimedia environment, it's difficult for a magazine to break the kind of news that will lead every cable broadcast, every newspaper and every website for hours on end. But that's what the Rolling Stone profile (written by Michael Hastings, who is currently in Afghanistan) of General Stanley McChrystal did this morning.
But if you wanted to read that profile, rather than rely on a couple of pull quotes or the punditocracy? Tough luck: Rolling Stone didn't even bother putting it online before they rolled it out. In fact, despite the fact that everyone else's website led the profile, Rolling Stone's site led with Lady Gaga's (admittedly impressive) machine gun jumblies all day and didn't even put the story online until 11:00 ET.
In the mean time, readers looking to get the full scoop did have an option other than their local newsstand: Politico had a downloadable file of the full article -- likely provided to them by Rolling Stone for the purpose of getting press coverage of it -- on their site until well after 9:00 ET, after which the file disappeared. Rolling Stone Managing Editor Will Dana said the publication of the reprint was unauthorized, but "there's been no discussion" of legal action.
If print publications are going to keep committing suicide, they really ought to stop blaming the web. A guide to how to have the biggest news story and still lead to the death of investigative print journalism is after the jump.
1. Pay an investigative journalist with experience in the region to shadow the general in charge of executing our war in Afghanistan and get a piece that highlights the insular and insult-laden way he and his team deal with those atop the chain of command and consolidate the power of the military. Bonus points for details about how he spent his 33rd wedding anniversary partying with his staff in an Irish bar in Paris while his staff acted like jerks.
2. Publish the story and shop it to every media outlet under the sun because you realize that it's actual news, unlike Lady Gaga's machine gun jumblies.
3. Fail to publish even excerpts of the story on your own website, figuring that your promotion of the story will cause people to go out and buy the magazine.
4. Go to bed and sleep like a baby after the story hits.
5. Wake up to find out that Politico has published a reprint of the story you gave them, since you weren't smart enough to put the story on your own site and despite the intellectual property violation.
6. Book CNN and MSNBC.
7. Have lawyers call Politico when they get into the office to demand that their violation of your intellectual property cease.
8. Appear on CNN and MSNBC.
9. Wait.
10. Publish story on your website, and link on Twitter. Don't bother to include it on your front page.
11. Profit.
With additional reporting by Justin Elliott


Noam Sane
June 22, 2010 11:47 AM
"Jumblies"?
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jac
June 22, 2010 12:09 PM in reply to Noam Sane
British for 'ta-tas.'
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Riesz Fischer
June 22, 2010 3:08 PM in reply to jac
I thought they were called "wobbly bits".
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hunter
June 22, 2010 3:40 PM in reply to Noam Sane
While we're at it, what happened to the rest of her rifles? Not that every single piece of her shtick isn't absurd...but she's up there holding those things by the magazine because they don't even have triggers! Kinda makes you wonder what the point is...
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mcrose68
June 22, 2010 5:49 PM in reply to hunter
Don't you know, a lady never puts her trigger out there for the world to see. You need to find it. Apparently, that's part of the fun.
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merelymyopinion
June 22, 2010 11:49 AM
Correction: Rolling Stone's cycle is every two weeks.
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aq
June 22, 2010 11:51 AM
Austin: ("Vanessa" tries choking him; he rips her face off and sees the face of a machine in its place) Vanessa! You're a fembot!
Vanessa: No shit, Sherlock! (throws Austin aside and releases machine guns from her breasts)
Austin: Machine gun jubblies? How did I miss those, baby?
Vanessa: Perhaps next time you should try foreplay.
Austin: Right. (to himself) Oh, my God!
("Vanessa" shoots her machine guns to Austin and stops firing as Austin uses the white flag to surrender)
Dr. Evil's voice: Here's your wedding present, Mr. Powers. A kamikaze bride from me: Dr. Evil. (countdown reaches zero; "Vanessa's" head explodes, destroying bits of the hotel room)
Austin: (unharmed, checks to see if his crotch is intact) Oh, thank God.
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TJ21
June 22, 2010 11:57 AM
Rolling Stone's investigative pieces always consistently deliver.
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Michael Maiello
June 22, 2010 11:59 AM
Oh yeah then why did Obama summon Gaga to the White House?
Oh wait, that was Bill Clinton summoning her to Chappaqua. Never mind!
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ondioline
June 22, 2010 1:16 PM in reply to Michael Maiello
All black Presidents look alike, right?
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traitorjoe
June 22, 2010 11:59 AM
Rolling Stone Editor: People don't read the web, they like the feel of paper and ink.
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Ugg the Repug
June 22, 2010 12:21 PM
Ugg read lead headlines:
NYT: McChrystal Is Summoned to Washington Over Remarks
LATimes: Top general in Afghan war is summoned home
MSNBC: 'Furious' Obama summons general to White House
CNN: McChrystal summoned to Washington after remarks
FOX: Mexican Gangs Maintain Lookout Bases — in Hills of Arizona
Har har har.
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vasu
June 22, 2010 1:28 PM in reply to Ugg the Repug
Ugg are bestest
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CityGuy
June 22, 2010 2:48 PM in reply to vasu
So did McChrystal like Lady Gaga's machine-gun jumblies or not? Rolling Stone didn't print that part of the story.
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skootaboy
June 22, 2010 12:24 PM
This is Rolling Stone and Hastings' 'Citizen Kane' news story. It gets attention and the low-lights are like an entertaining train wreck, but it's also long-winded, redundant and unprofessional journalism. It's a weird day on the web when I get my "news" from CNN/NY Times via a link to...Rolling Stone excerpts? You gotta be f-ing kidding me!
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NobleCommentDecider
June 22, 2010 12:31 PM in reply to skootaboy
Agree. This is a BS story of some loud mouthed aides and a General who talks too much.
The facts are the Taliban are loving McChrstal's strategy, and the troops increases.
It gives them more troops to target, helps separate those loyal to them or us in the villages-so they can kill the 'collaborators', and increases their funding via the per truck bribes paid to them to let our supply trucks pass through from Pakistan.
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EH
June 22, 2010 12:39 PM in reply to NobleCommentDecider
A tempest in a teapot to get BP out of the headlines.
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Geoff Johnson
June 22, 2010 1:55 PM in reply to EH
You believe that this story, which undoubtedly has been worked on for a very long time, was published to get BP out of the headlines? Who engineered that exactly--Tony Hayward? Barack Obama? Joe Barton? I'm fairly certain the story has nothing whatsoever to do with BP, and that the decision to publish it was solely Rolling Stone's because they realized they had a blockbuster scoop on their hands which everyone would talk about. Don't overthink this one--it's an a juicy expose, the dream of any publisher.
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Prefabfan
June 23, 2010 12:30 AM in reply to Geoff Johnson
That was Rush Limbaugh's talking point today. You got a Rush troll, apparently.
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markg8
June 22, 2010 1:51 PM in reply to NobleCommentDecider
If McCrystal is bribing the Taliban to let our trucks travel from Pakistan it's not working. I knew an US Army engineer who was just killed by an IED on that route.
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NobleCommentDecider
June 22, 2010 5:10 PM in reply to markg8
THEY BRIBE THE TALIBAN TO LET THE PAKISTANI TRUCKS THROUGH carrying supplies. Those trucks do not have Americans in them Mark!!! They are driven by Pakistani drivers.
The Americans and their vehicles are of course FAIR GAME for the Taliban.
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1audiofile
June 22, 2010 12:29 PM
All it takes is one Gonzo 2nd louie who hates Obama to provide some quotes, true or not. Now his entire staff will pay the price with their careers going down the tubes. If the person providing the quotes had any guts or integrity he would admit what he has done. Then that would not fit his pattern.
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dell1
June 22, 2010 12:34 PM
Plus, they ALSO have a huge story about some 'heroic' BP well in Alaska, (which sounds just wonderful--and I'm sure is oh-so-safe) and there is nada on their website about that EITHER! Even though the writer was on KO last night!
But at least we do get to see Lady Gaga. Do you think she looks too militaristic with her latest in foundation garments?
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slb
June 22, 2010 2:08 PM in reply to dell1
If that's the one that Rachel Maddow was talking about on her show last night, BP made an artificial island in the Arctic Sea by dumping enough gravel to break the surface of the water. So now technically, a well sunk there will be onshore rather than offshore, and subject to onshore regulations rather than offshore ones (and thus is not technically subject to the moratorium).
The plan is to drill down two miles, and then laterally for 6 miles, something that has never been done before.
Oh, and the design for this thing has a surface-mounted BOP rather than an underwater one. And BOPs at the surface have demonstrated about twice the failure rate of the underwater ones -- which already have an alarmingly high failure rate for something that is supposed to be a "failsafe."
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beachmom
June 22, 2010 12:34 PM
Rolling Stone actually changed their website recently to a more walled in garden approach. Part of it was enticing: if you paid for an online subscription (which I think also came with a print subscription) you could read the entire archive of RS. That would mean a treasure trove of 1960s & 70s rock and roll history. Unfortunately, it has meant that I no longer visit the site. It's just not that user friendly, and for the walled off articles, I can just read the print version at my local library if I am that motivated.
Now we hear they blew this news story. It seems to me that the political stuff should come on right away, while people can pay to read about Lady Gaga.
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EH
June 22, 2010 12:41 PM in reply to beachmom
Harper's, The New York Times and many others have been putting their archives behind a paywall for years now.
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slb
June 22, 2010 2:11 PM in reply to EH
The NYT goes back and forth. I think that at the moment, you can get at least some limited access to their archives without paying, but I wouldn't want to swear to that.
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beachmom
June 23, 2010 11:00 AM in reply to EH
Well, prior to the change there was a lot in the RS archives not available for any price. So in that sense, it was an improvement to have it all accessible for paid subscribers.
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June 22, 2010 12:41 PM
Wow. "Jumblies." I love you, Britain. I really do.
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smallhandff
June 22, 2010 12:48 PM
This means that I have to pay to support Jan Wenner's stable of rentboys while I read Matt Taibbi? OY
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myshadow
June 22, 2010 12:53 PM
This article is lame. Whether it is this or anything that Matt Taibbi has written about the banksters or the revelations about the dept of interior, Rolling Stone has delivered.
mccrystal really was a bad choice for the President's bad choice.
He dodged a bullet when he was given a pass on the Tillman murder/coverup.
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rbeats
June 22, 2010 1:02 PM
I thought the proper use of the meme was step 4 is profit and step 3 is ???
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wildnwoolly
June 22, 2010 1:10 PM
All the coverage on the WH outrage over McC's comments in the piece, and on how Rolling Stone has covered it miss the two most important points of the article. (1) That our strategy in Afghanistan is failing. And failing not just because of who is in charge (though that certainly isn't helping) but because the strategy of counter-insurgency is profoundly flawed in the first place. Didn't work in Algeria, didn't work in Vietnam. So why exactly are we trying it again? (2) That the most important pieces of our foreign policy are being handed over to a set of alcoholic psychopaths, who have somehow managed to convince the people who are supposedly in charge that they "know how to get things done." The entire strategy needs to be pulled, not just the guy out there running it like it's his own personal version of "Taps."
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Stevez_86
June 22, 2010 1:43 PM in reply to wildnwoolly
in your first point you forgot to mention the south american countries involved in the drug war. the farc and the taliban exist because of the same problem. the only difference is the religious aspect of the taliban, which isnt even the main factor in their existence. the problem is that both nations' farmers rely on the drug trade to make a living. in south america its coca, in afghanistan it is poppy. the strategies used in the drug war failed, yet we continue the exact same methods in afghanistan, but against a stronger willed taliban. everytime we destroy a poppy plant crop to eliminate funding for the taliban, the farmer then is likely to become militant and finds refuge with the taliban. its not that difficult to understand. this kind of strategy has no outcome besides failure. yet we continue to employ it in several different arenas.
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forensic economist
June 22, 2010 1:20 PM
Rolling Stone covers financial (see Matt Taibi) and political news better than the majors.
Shame on NYT, WP and all the others.
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sean
June 22, 2010 1:23 PM
I didn't see my favorite media tip, "Wear mitts when taking the turkey from the oven"...What gives?
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ariuszme
June 22, 2010 1:30 PM
I didn't realize this is what happened with Rolling Stone.. how could they be so behind-the-times-incompetent on this one?
With tv already on, I woke to the chaos of this story and couldn't wait to hit the web to read more..
If Rolling Stone broke this huge story and didn't have the sense to get it out online FIRST before everyone else, wow..
Maybe x Alaskan Sen Ted Stevens can explain to them how important the 'internets' are/is these days...
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smulligan
June 22, 2010 1:35 PM
Wenner is terrified of digital media. He has consistently rejected the web for years, only recently properly branding rollingstone.com, convinced that print media is not in trouble and will survive on print traditionalists alone. He's a fool. Rolling Stone is not just a magazine anymore, it is a brand; to keep each aspect of the brand alive, one must learn to use each aspect to support the other.
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again
June 22, 2010 1:52 PM in reply to smulligan
"it's a brand"
To that I say: feh.
RS is doing real journalism that shills like Marshall once aspired to.
This hatchet piece on RS is the equivalent of dissing the more talented girl in the band because Josh Marshall knows he's not as good.
I'm grateful to RS. Used to be grateful for Josh's now-missing integrity.
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Josh Marshall
June 22, 2010 10:20 PM in reply to again
damn! you've seen through our efforts to tear down Rolling Stone over not posting their story soon enough. and we would have gotten away with it if not for those meddling kids!
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SocialJusticeForAll
June 22, 2010 2:02 PM
Good article, the one on RS.
Did Hillary write it?
I was reminded of the commercial about drug abuse: This is your brain. This is your brain on drugs. Egg drops into frying pan.... Who is the egg?
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ariuszme
June 22, 2010 2:06 PM
BREAKING:
Judge rules against Obama on oil drilling moratorium
http://www.reuters.com/article/idUSTRE65L4UI20100622
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slb
June 22, 2010 2:23 PM in reply to ariuszme
Oh, crap! Are the courts in the pocket of big business, too? Talk about needing to take our country back...
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bibimimi
June 22, 2010 2:32 PM
I'm STILL trying to get thru Tim Dickenson's documenting what a clusterfrag the MMS is.
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rbeats
June 22, 2010 3:09 PM
You should do some background on the guy who wrote this article
http://www.usatoday.com/life/books/news/2008-03-31-hastings-iraq_N.htm
Fascinating life story.
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The Commenter Formerly Known as NCSteve
June 22, 2010 4:18 PM
Actually, "Profit" should be 12. 11 is ". . ."
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mcrose68
June 22, 2010 5:50 PM in reply to The Commenter Formerly Known as NCSteve
#1 Steal underpants.
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Woodsy
June 22, 2010 4:55 PM
RS kicks everyone's ass, with Taibbi and Dickinson, so I'd lose the snark. And Politico printing the whole story is theft and indefensible. Crap, snide piece Megan.
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dUb
June 22, 2010 7:34 PM in reply to Woodsy
Agreed Woodsy. Print publications (as the author describes them) know this whole online model is sh!t right now - everybody wants everything for free. RS is fighting for its life, and contrary to popular belief, giving your product away for free is no way to run a business.
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June 22, 2010 7:22 PM
mcrose6 is correct. RollingStone is the Underwear Pants Gnomes of magazines. I can't tell if Ms. Carpentier meant to refer to the South Park episode or not with the final step but it is funny regardless and I appreciate her summary of RollingStone either way. Nice job.
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capnmax
June 23, 2010 9:56 AM
I found the story on the RS website at 10:30AM pst. I don't understand what you are whining about? Perhaps you too could find some real reporting to do instead of indignantly clicking your refresh button all day?
And it's Jubblies.
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luccijoi
June 25, 2010 8:50 AM
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