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Newsweek + = Tina Brown’s talent

by on 23 Nov, 2010

Newsweek, the ailing US magazine, and, Tina Brown’s online newspaper, will be run in tandem.

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 apart from a paper presence.  Other publishers have ditched paper and gone online: the latest on the UK is Max Power.

Demographics same

The demographics of the online visitors to and are strangely similar, according to is the 665th most popular site in the USA; 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;
  • Keep then closely bound with strong references between them; and
  • Break big stories on and follow up on paper in Newsweek.

Decision time

Her biggest decision is what to do with the Newsweek web site.  If it just becomes she may be throwing away the unique 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.

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