Eight Ways to Save Newsweek with Apologies to David Carr - Steve Blacker - MediaBizBloggers

With apologies to David Carr of The New York Times; I think his eight suggestions to change Newsweek would only insure a final chapter.

1. The challenge for Newsweek is to both reinvent itself and become much more relevant e.g. a "must read". Contrary to Carr's feeling the editors are on TV too much; I believe the editor's are not taking advantage of their TV exposure to blatantly promote the very magazine that gives them credibility and pays their paycheck.

2. Newsweek and even Time have lost their ability to cover a big story in depth and give the reader insight, information and stimulation that a daily website or broadcast news rarely achieves. Most daily news coverage be it The Daily Beast, Huffington Post, CNN, FOX, etc. can not provide the depth and insight that a weekly news magazine can. Newsweek editorially needs to provide a better, more unique and innovative perspective. Take the current BP oil spill disaster. What if Newsweek interviewed top geologists, scientists and world leaders on what should be done. Everyone else is following the story Newsweek could provide possible solutions. Should the Norwegian company be called in, etc.?

3. Special issues need to be truly "special". Too many magazines currently slap special on a regular issue that may contain a few extra pages on a mundane topic. "IS GOD DEAD?" was one of Time Magazine's best selling issues in the early 60's. Newsweek needs to think of itself as a print version of 60 Minutes. What's happening in the world that's of major significance that's not being covered in depth that's not a traditional news topic i.e. stress, wellness, families. When a topic is done as a special issue the content must be such that it makes news i.e. "Too Tired for Sex". Inexpensive online consumer research can test new special issue concepts.

4. Use the Internet better. Why not continue a print story on the Newsweek website to provide more detail and insight. Same with the Website or any other Digital application. Promote the print story digitally ahead of time.

5. Hire some very controversial correspondents from the left, right and center. Examine what's working in media news coverage that generates strong consumer appeal. Larry King is no longer king. Morning Joe a hot, figure out why? Aside from using more women - thank you David Carr - hire some young irreverent editors who can reflect the interests and aspirations of their generation.

6. Have George Lois take a shot at designing your covers and interior sections. Newsweekneeds to look different. Consumers buy everything due to the packaging. Newsweek even with its new design still looks outdated and boring. A George Lois could create impact and excitement.

7. Hire a new Editor-in-Chief. Imagine the new thinking and excitement an Adam Moss or David Granger could bring to the product. Consumers are still interested in news but what kind of news is the key question. A better and more personalized lifestyle balance is needed.

8. CONDUCT MAJOR CONSUMER RESEARCH. You need to know what your current subscribers and newsstand buyers like, dislike and would like to see covered that's not. Same for potential new buyers. Consider a brand audit. The Newsweek brand still has equity but that equity needs new applications and platforms ASAP.

Steve's new book You Can't Fall Off The Floor - The Insiders' Guide to Re-Inventing Yourself and Your Career chronicles his 50 year career working for over 25 different companies with 189 lessons learned and insider tips from Gayle King, Cathie Black, Chuck Townsend and 28 others; Blacker is still going strong today as a partner in Frankfurt & Blacker Solutions, LLC. His web site is blacker-reinventions.com and e-mail address is blackersolutions@aol.com

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