Newsweek Changes its Image, But can it Change the Future of Magazines?

Newsweek is joining a list of other publications that are trying to reinvent themselves as it undergoes a major design and image change that includes a look that is similar to The Economist magazine. Many publications are making similar efforts, whether they will be successful in remaining economically viable is doubtful.

I love print publications. Any time I discuss the subject of the decline of magazines or newspapers, I always feel compelled to throw that in. I'm not exactly sure why I do it. Maybe it is to explain that I don't have an agenda against print publications, but I think it is to point out that I find its demise as sad as anyone else (with the exception of those who make a living from such).

I'm now largely old fashioned, I own a Blackberry, while my most of my friends are "clicking along" with their IPhones and GPhones. Yet my old Blackberry (which I am up grading in a few months) is more than adequate to find all the information I need on what is going on in the news and more opinion columns than I will ever use. Furthermore, the content I find is usually up to the minute. Weekly magazines, like Newsweek, are typically outdated before the ink even dries. I find it very funny that publications like this have a date from a week out on its cover. I know, it isn't saying that it covers what is going to happen (it covers how long it is suppose to be on the stands), but the whole thing seems ridiculous.

The New York Times recently wrote about the changes and noted that "a major change in its identity, with a new design, a much smaller and, it hopes, more affluent readership, and some shifts in content." In my opinion, it will be in this latter area if Newsweek makes a difference.

The Times also reports “There’s a phrase in the culture, ‘we need to take note of,’ ‘we need to weigh in on,’ ” said Newsweek’s editor, Jon Meacham. “That’s going away. If we don’t have something original to say, we won’t. The drill of chasing the week’s news to add a couple of hard-fought new details is not sustainable.”' I like this. because we are so deluged with the exact same headlines and the exact same stories on a daily basis. Something has got to give. "Giving" us a unique perspective, something not being offered by other news publications, would be refreshing. I'm delighted to read about the commitment, but will be more exciting if they can translate that into a reality. Talk is cheap and there is plenty of that online, in print, on TV, etc.

Part of changing its editorial approach should mean a serious look at philosophy. Currently, Newsweek has a reputation of being among the most "radical" among mainstream news publications. Inviting writers from a different perspective certainly couldn't hurt.

It is funny, because as Newsweek visually strives to look like the Economist, it is also trying to be more like it in content. The Economist has long been one of the most current, creative, and serious contributors to original content. I actually think that, in spite of the fact it has struggled like other magazines, that it will remain relevant. I am not so confident about the future of Newsweek.

Kevin Price is Host of the Price of Business, the longest running show on AM 650 (M-F at 11 am) in Houston, Texas and on AOL Radio. Eric Bolling of Fox News and Fox Business says that Price’s Blog “is very influential and moves the blogosphere.” Steve Moore of the Wall Street Journal calls Price the “best business talk show host in the country.” Find out why and visit his blog at www.BizPlusBlog.com and his show site at www.PriceofBusiness.com. You can also find Price on Strategy Room at FoxNews.com.

Detroit Newspaper Has Sad Event

Increasingly, the idea of going out in your front yard to get a newspaper in a plastic bag that is littering, is outdated before it hits the grass, and you paid for, seems ridiculous. It appears I am not alone as circulation for such publications are decreasing dramatically and advertising revenues shrink. The only ones who seem to be slow at "getting it" are the newspapers themselves. That finally seems to be changing.

I grew up in Michigan at a time in which some of my neighbors received the Detroit Free Press daily, while others got the Detroit News. Some even had the morning or evening edition. My father liked the Free Press in the evening. We even received the Daily Tribune which focused on Oakland County. Now the only real player in Detroit newspaper news is the Free Press (they have had a marketing agreement with the Detroit News for around two decades) and it made an announcement that would have been unheard of a decade ago, but seems long over due today.

Paul Anger, Editor of the Detroit Free Press wrote:

"The newspaper industry can identify with the American auto industry -- we have important products and similar emergencies that demand bold, immediate action. The transformation announced Tuesday by the Detroit Free Press and the Detroit Media Partnership is such an action, unique in the country. Some newspapers have reacted to crushing business realities by not publishing on certain days, or drastically slashing their news-gathering staffs, or exploring outsourcing of local reporting and editing jobs overseas -- or all of the above. The Free Press chooses a path not traveled."

With that eloquent introduction I expected something really big. Anger, unfortunately, disappoints. Their description of the up coming changes are filled with hyperbole, but not much substance and certainly not the paradigm shift that is necessary for tackling the onslaught being brought on by the Internet. Even as Anger details the heart of the changes, it is done in the context of inevitable defeat, stating "we do not make these moves lightly. We know that delivering the Free Press to homes three days a week -- Thursday, Friday and Sunday -- instead of seven will disrupt many breakfast-table routines. Fact is, though, those routines have already changed as many people tune in to the news by laptop or cell phone." In sum, since your not missing the newspaper, why deliver it seven days a week? The likely retort to this is, if that's the case, why deliver it at all?

The new Free Press encourages you to take action, pointing out that they are "offering a digital subscription to the Free Press that combines both worlds -- a way to go online and see the newspaper pages, including ads, exactly as they appear in print. You can sign up at freep.com." Unfortunately, the new Free Press -- like the old -- is anything but free. Unlimited monthly access is $12.50 a month. Unfortunately, that goes against the prevailing trend that has made the Internet so popular. People don't want to pay for such content and because of competition, typically don't have to.

Following these few details, Anger serves up a great deal of information on the research that went into the decision. This includes surveys, consultants, and other methodologies to assure us that this decision is in all of our best interest. In the end, Anger's well written document makes one conclude that the writing is already written on the wall for traditional media. The Free Press' current efforts are only trying to slow down the ink from drying.

Kevin Price is a syndicated columnist whose articles frequently appear at ChicagoSunTimes.com, Reuters.com, USAToday.com, and other national media. Kevin Price is Host of the Price of Business (M-F at 11 AM on CNN 650) and Publisher of the Houston Business Review. Hear the show live and online at PriceofBusiness.com. Visit the archive of past shows here.