Newsweek + thedailybeast.com = Tina Brown’s talent
Both are losing money. A minus plus a minus is an even larger minus.
But that is without the plus of Tina Brown’s talent. The miracles she worked on Vanity Fair and The New Yorker are a big plus for this strange project.
Newsweek does not bring anything really new to thedailybeast.com apart from a paper presence. Other publishers have ditched paper and gone online: the latest on the UK is Max Power.
The demographics of the online visitors to www.newsweek.com and thedailybeast.com are strangely similar, according to alexa.com. Newsweek.com is the 665th most popular site in the USA; thedailybeast.com the 389th. Apart from that, they have a similar audience: 45 and over in age; probably no children; college educated; and mainly viewing the sites from work.
What is to be done?
What can Tina Brown do as editor-in-chief?
- Link the in-depth content of Newsweek with the fast pace of thedailybeast.com;
- Keep then closely bound with strong references between them; and
- Break big stories on thedailybeast.com and follow up on paper in Newsweek.
Her biggest decision is what to do with the Newsweek web site. If it just becomes thedailybeast.com she may be throwing away the unique newsweek.com visitors. But to run both sits could confuse.
I suspect that success will be harder to achieve than anybody thinks and may be beyond even Tina Brown’s talents.