With Newsweek’s website re-launch, I’m more certain than ever that the WaPo company has the future content model down even if they are no further along than the rest of us in figuring out how to fix the ad model. On the content side, the WaPo group is moving to a single vertically-integrated newsroom with one expert reporter on each subject who is capable of covering that subject in all forms–newspaper article, blog post, magazine opinion essay, magazine narrative.
Once upon a time, EACH of the group’s properties did all of these things in different proportions, but now each of them will stick to its turf. The Post itself will give us news reports and opinion blogs but not narrative or long essays. The new Newsweek will give us opinion essays and narratives and even blogs, but not, for the most part, hard news. Foreign Policy will give us mostly blogged opinion that expands, occasionally, into longer articles. And Slate (and its children The Big Money and Double X) will give us magazine essays and news articles. There’s some overlap, but that is intentional: some of the content will run in multiple places in tweaked forms. A great blog post on one of the sites can grow into a longer article or essay for another, depending (and this is the key) on what format best fits the story’s content. Sound familiar?
The Newsweek redesign itself fits the magazine’s role within the group as a journal of lay opinion: the new page reminds me most of other opinion mags, especially The New Republic, which is superficially fitting since Newsweek plans to stay left-of-center too. Note also that the font on the new page is more or less the same as that on its academic opinion sister site Foreign Policy, perhaps a subtle way to reinforce brand.
Note finally that it is possible to get this kind of vertical structure without buying one of each kind of outlet: the NYT has managed to grow a newspaper, a blog network, a magazine and a collection of opinion essays in-house; the BBC has done the broadcast equivalent with its marriage of short- and long- form TV and radio.
If the ad model can be fixed to take the lead in revenue generation, while synching staff across platforms increases content expertise and reduces the costs of each story, then I think the media equation-at least at the national and international level-might be solved.