> if you're journal is reaching so many people ...
Just to clarify, impact factor measures the average impact of a paper, not the total impact of the journal. In fact, it divides by the number of papers! So it's much easier to have a high impact factor if you're very small, and it's probably not quite the right way to think of whether society should invest resources in something.
(In fact, we technically don't have an IF, just the value that would be an IF if we were bigger. IF isn't officially defined until you reach a certain number of publications a year.)
> wouldn't moving towards more robust and professional editorial staff be beneficial for the large audience? Or do you think there's a benefit too having volunteers?
I think there's two main things.
Firstly, it's just a very difficult transition to make. If we wanted to hire staff, we'd need to find people who were aligned with Distill's vision and wanted to dedicate their carer to it. Hiring is hard! We'd also need to find a reliable funding sources (probably at least 200K/year) that was reliable (we don't want Distill to suddenly disappear!) and dosn't impose negative externalities (like being closed).
Secondly, it's a lot harder to experiment when you're big and have commitments to more people. It's already quite hard for Distill to do weird things now -- a lot of people get annoyed to us, and I feel a visceral pressure to be conservative.
Also, a lot of our ability to do weird things and have beautiful articles comes from expert attention to individual papers. A lot of early Distill papers involved Shan Carter or I spending 50-100 hours mentoring authors and giving them design and writing feedback. There's no model where that make sense at scale.