That Elusive Sweet Spot
A good interviewer, Boudway presses McKibben to be a little more specific. "What about what we're doing now?" He asks. "I contacted you through a P.R. person for Henry Holt, who is hoping to sell as many copies of your book as possible. Salon, in turn, is hoping to generate traffic based on your reputation as a writer, which would help drive ad sales and so on. Are we in the sweet spot?"
To see his answer, read the interview. It's worth noting, though, that the interview currently runs alongside an ad for the new Porsche Cayenne Turbo, which (I checked) gets about the same mileage as a Hummer H2. ... Definitely not in the sweet spot.