I think that’s maybe the final lesson for publishers—we don’t drive huge sales, but we drive incredible engagement, and I think the reason for that is that people really feel a part of the community that makes this, rather than just a magazine buyer. To me, that’s really important, and maybe something that publishers can incorporate pieces of—just by taking their readers as users, people who will both use and shape the things that the publishers put out.

Lauren Kirchner is a freelance writer covering digital security for CJR. Find her on Twitter at @lkirchner