That something extra, I believe, is a certain humanity that comes from upbeat and positive human interest letters and success stories. Advertisers like to be associated with those qualities.
“How much are we willing to lose from our already short lives by losing ourselves in our Blackberries, our iPhones, by not paying attention to the human being across from us who is talking with us, by being so lazy that we're not willing to process deeply?”
“There are numerous cases of that, where one of our writers discovers another writer whom he likes, and we then take that book on. So it's a very close relationship. We can do that because we're so small.”