Newsweek: Don’t Give Readers What They Want

A fabulous essay at Commentary, by Andrew Ferguson:

In early May, on the evening of the day his magazine got shot out from under him, the editor of Newsweek, Jon Meacham, appeared on the Daily Show with Jon Stewart, seeking fellowship, commiseration, and a platform from which he might discourse upon the larger significance of the day’s developments. Discoursing upon larger significances is one of Meacham’s particular gifts. No one was surprised then that he would seek to apply it to the unexpected news that the owner of Newsweek, Donald Graham of the Washington Post Co., was putting the magazine up for sale, with the implication that the place would be shuttered for good unless a buyer was found, and soon.

As Stewart listened, rapt and unusually smirkless, Meacham noted the explosion of journalism now available for free on the Internet. The moral that Meacham drew from this new competition, together with Graham’s announcement, was this: “If you’re not gonna pay for news, then you’re gonna get a different kind of news.” (I’m transcribing his pronunciation of “going to” in honor of his Tennessee twang, which gets folksier as his words get more portentous.)

It was an odd thing for Meacham to say, given his efforts to reposition his magazine in the media universe—to offer, that is, his own kind of “a different kind of news.” His efforts peaked last year, when he unveiled a new business and editorial plan with three main elements. He raised the magazine’s price per issue, to a whopping $6 on newsstands. He cut costs by laying off staff and by letting half his subscribers drop off the rolls. And he recast the magazine’s content for those readers who were stubborn enough to hang on. His newsweekly, he said, would no longer even pretend to offer the traditional summary of the previous week’s events, as it had been doing, with dwindling enthusiasm, for nearly 80 years. Instead, readers would find “argued essays” and “reported narrative ... grounded in original observation and freshly discovered fact.” It would become a “provocative (but not partisan)” magazine of opinion—a liberal magazine written by liberals who didn’t want to admit they were liberals.

This final reinvention of Newsweek left Meacham’s customers with a choice. They could turn to the Web and get “a different kind of news” for free, or they could go to Newsweek and get “a different kind of news” for $6 a week. He seemed startled that so many of them turned out to be skinflints.

To Jon Stewart—still rapt, still unsmirking—Meacham went on to cast Newsweek’s unhappy fate as an “existential crisis,” confusing the consequences of his own terrible business sense with a calamity afflicting the whole country. “Let me say this,” he said, portentousness rising. “I don’t think we’re the only catcher in the rye between democracy and ignorance, but I think we’re one of them, and I don’t think there are that many standing on the edge of that cliff.” Indeed, Newsweek was one of the few “common denominators left in a fragmented world.” And it’s not his fault that the denominator business isn’t what it used to be.

RTWT.