Mr. Magazine | Innovation in Print: McSweeney’s 35 Has the Answers ::changing 'from content provider to experience maker'::

To quote from McSweeney’s website, “McSweeney’s Quarterly Concern publishes on a roughly quarterly schedule, and we try to make each issue very different from the last. One issue came in a box, one was Icelandic, and one looks like a pile of mail. In all, we give you ground- breaking fiction and much more.” What they don’t tell you as how innovative each issue is and how much that innovation adds to the great content and changes the magazine from a mere content provider to an experience maker.

That’s a really great line: “…and changes the magazine from a mere content provider to an experience maker.”