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Q: How do you guys come up with the different week-long themes at magicthegathering.com (eg. the excellent "What if?" Week)? Are they pre-planned or does someone choose them on a regular basis? --Ryan, Whyalla, South Australia, Australia
A: From Scott Johns, site manager of magicthegathering.com
Hi Ryan,
Kelly assigned this one to me because, as the site manager for Magicthegathering.com, I'm the one that schedules things like theme weeks and feature articles. Whenever possible I try to schedule them well in advance. My experience has been that for both of those elements, giving writers plenty of time to think about how they want to tackle a theme (or feature article) tends to give us the best results. So, on average, I tend to schedule theme weeks at least a month or two in advance. For example, currently we have all the theme weeks planned through May 28 with one hole that we're still deciding.
How do we choose them? The first consideration is if we have any special promotions or new set releases. Any time a new set releases most of the site will focus on the cards on that set at least somewhat, since exploring new cards is such a big part of what makes Magic fun. So the first theme week or two after a new set is when you're most likely to see a theme based on a mechanic, creature type, or other distinctive feature related to the new set. Also, there are many different megacycles going on at any given time, so those need to get worked in. (Examples would be the color weeks, guild weeks, card type weeks, and many more.)
As a set gets better known we tend to use the theme weeks to explore other areas. So, once we're well into a set's release, that's where you're more likely to see a less set-centered theme like "Combo Week." Lastly, every so often we try to mix in particularly creative themes that will potentially change the site completely. Themes like this help keep the site fresh and unpredictable, and make it much more interesting for the writers as well.
One of the tricky parts of setting the theme schedule is how much it affects the site. For any given theme week, roughly half the site or more will explore that theme, so it's important to get a good balance for the audience. We certainly can't please everybody every time on that front, so much like Magic itself does, we do our best to mix things up so that over time everybody is getting some percentage of themes that they love. Theme weeks like "The Past Returns Week" and "What If?" Week tend to be pretty polarizing. Many readers really loved them and wrote in repeatedly to say how much they appreciated the idea. But some people really didn't like either or both of them as well, so there's a balance. In the case of both of those examples, the positive feedback we got far outweighed the negative, so as an occasional kind of thing they worked out well.
So what goes into choosing a theme week? First off, it's important that at least one column each day be able to cover the theme, because any time we have a day that doesn't have a column on-theme that week tends to feel weaker than others. (Some particularly deep themes can support the whole site running with it, but usually it's somewhere around one column per day.) Fortunately, as I mentioned in a previous Ask Wizards, we lay out the column schedule so that it's usually pretty easy to fit any given theme into at least one column each day. After that, there's the question of what we've already covered, what we still want to cover, and particularly how deep or narrow a potential theme is. Narrow themes are those that only have a very limited number of angles you can approach them from. They are fine if used sparingly, but a run of narrow themes all in a row tends to be unsatisfying. So, I do my best to offset narrow themes like "Suspend Week" (which only has so many angles you can try) with much deeper themes like "What If?" Week.
Now, all that said, it's not just me in the process. I often give other people a chance to come up with a theme. Every few months I've been giving different writers a chance to pick one theme of their choice, which is where we've gotten themes as recent as "Bluff Week" (a theme Noah really wanted to speak out on) and as far back as "Mulligan Week" (a theme BDM proposed). From there I often consult with our editor Kelly Digges, as well as the R&D writers on the site since they're such a central part of most theme weeks. Mark Rosewater in particular has helped out several times with fun theme weeks. (He's a pretty creative guy; you may have heard.)
Finally, sometimes theme weeks come the other way around. Rather than starting with a general concept, sometimes somebody comes to me with a specific article they want to do that I realize might lend itself well to a full theme week. Rosewater knew for some time that he wanted to do some kind of "timeshifted" article for Planar Chaos that would address how something like Arabian Nights or Alpha might have been handled if we had a Magicthegathering.com back in those days. Originally he proposed the entire site run on that theme. While working coverage for Worlds in Paris, Kelly and I spent some time going over the idea. Rosewater's article sounded great, but the problem was that I felt the theme didn't really feel deep enough for the entire site to run with all week. Over a late-night noodle dinner just outside our hotel after a particularly long day of coverage, a conversation with Kelly helped me figure out that the coolest part of Mark's idea was the "What if?" underneath it, which is exactly what Planar Chaos is all about. Expanding it that way and letting each of the columnists handle their own "What if?" turned out to be a great way to keep the underlying idea Mark had while translating it to something the whole site could run with.
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