Newsweek recently revamped its print product. Recognizing that it can’t compete with the Internet in timeliness and scope, Newsweek has decided to focus on delivering a long view on topics of the day, to provide context for stories from a brand that has garnered trust. It’s found a point of differentiation.
Now Newsweek is rethinking its online product as well. Newsweek.com will dig deep, too. But it also will offer blogs and links for a broad perspective—so broad as to possibly include its competitor, Time, according to a May 3 report in Media Week online.
“You have to ask yourself, ‘Are we in the business of delivering the best possible content or brands—or brands we favor or like?’” Geoff Reiss, vice president/general manager for Newsweek Digital is quoted as saying.
It’s a different way of thinking: Rather than being the source, Newsweek.com is seeking to be the resource. Rather than being the place to turn when you want Newsweek, the online site is seeking to be the place to turn when you want news—whether it is written by that trusted brand or presented by that trusted brand.
Some say without a point of differentiation in its online voice, Newsweek risks becoming another MSNBC. I’ll watch with anticipation to see whether it can successfully add “content provider” to its job descriptor without having to sacrifice its valuable role as content creator.
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