The News at Newsweek – Its Name Said it All

19 Oct

Yesterday’s announcement that Newsweek would cease publishing its print edition as of 2013 came as no surprise. (http://newsweek.tumblr.com/post/33830925419/memo-from-tina-brown-to-all-staff-re-newsweeks). Certainly the once influential brand faced the same print to digital  pressure that all traditional publishers are facing, but on an even more fundamental level Newsweek was felled by the fact that news long ago ceased to be a daily business – let alone a weekly one. 

Many traditional brands will succeed digitally. In fact, Reader’s Digest now sells more copies digitally than it does on print newsstands. (Disclosure: I was North American President of Reader’s Digest Parent Company until August 2012). The key is to ensure that your brand’s reason for being remains relevant regardless of distribution platform. That was something that Newsweek simply could not do – based on its name alone.

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