Post-Election, Newsweek Attempts Re-Branding

PRINT IS DEAD!!!

That’s what everyone is saying. Every passing week brings word of magazines folding and newspapers laying off staff members. Old standards are being forced to change their game plan; The New York Times has even started running ads on their front page Now, this week brought the announcement that weekly magazine Newsweek will be changing its strategy in order to appeal to a smaller audience: the rich.

In the spring Newsweek will begin to focus less on covering the straight news stories of the week, and focus more on opinion and analysis geared towards a wealthy demographic (after all, they are the only ones with the expendable income to subscribe to magazines). The overhaul includes a new design, a smaller size, and an increase in subscription rates.

Will this re-branding strategy work? Possibly. While appealing to the masses, Newsweek has always seemed like a second run issue of Time. They could benefit by distinguishing itself as the magazine that delves deeper into the issues of the week, while talking (and advertising) to their core audience of wealthy, educated news-junkies. Maybe then we will take them seriously as a source of expert opinion, and reward them with our hard earned money.

Or maybe not. I am not so sure Newsweek's web presence is aligned with their new strategy. Take a look at this new web-series produced by NTV (hat tip to Julie for bringing this to my attention):

“The District” is a satirical look at Obama’s administration. It is funny, but does it fit with the rest of Newsweek's new branding strategy. How serious are we supposed to take them? Do they want to be the New Yorker or the print version of Slate.com? They say their editorial position is geared toward "not just analysis and commentary, but an opinionated, prescriptive or offbeat take on events." I guess this web series falls into that category.

Regardless of their new image, during this brand transition, Newsweek should make sure their print strategy is aligned with their online strategy, and commit to the re-branding: be consistent with the presentation of the message, even if it means a decrease in sales for the first few months. If you say you are not going to cover traditional news anymore, don’t. NO EXCEPTIONS!

Does this re-branding make you more or less likely to read Newsweek? Is the reason you don't read it now because it is too broad, or is it because you get most of your news online (unless you're in a dentist's waiting room)?

Newsweek Plans Makeover to Fit a Smaller Audience