Quote, unquote: Don't let editorial veer away from the mission

"The average shopper...is not a PhD. If they want to buy a craft magazine — let’s say knitting — they are buying the magazine for creative ideas and designs they can duplicate. They are not buying the knitting magazine to learn how wool is made, the DNA differences of sheep, and 101 uses of lanolin. I can assure you that a knitting magazine offering 101 new patterns and a guide to making