"Today, media is participatory, so you have to think, not just in terms of content creation, but reaction. It's very personal now. The audiences are big, but the relationships are personal. I encourage our editors to cultivate these relationships. If you look at the Facebook feed for Cosmo, you'll see the editors are in the comments all the time, listening and interacting with readers. When you do that properly, you refine your sense of who that person is that you're editing for."