The Times’ David Carr reports on the newsweekly’s latest attempt to redefine itself. Here’s the crucial stuff, which Carr is merciful enough to bury near the end of his piece.
In an interview with Charlie Rose on Wednesday, Mr. Meacham said that the changes are designed to appeal to people whom he described as a “virtual Beltway,” people who do not live in those confines, but “are part of that sensibility.” He suggested that people who watch Charlie Rose, buy hardcovers and have an interest in history are a more rarefied group that may pay more for his magazine and be more attractive to advertisers.
…(The magazine features so much of Mr. Meacham’s policy-loving sensibility and work — he recently won a Pulitzer Prize for his biography of Andrew Jackson — that it might have thought of taking reinvention one more step and calling the magazine Meacham.)
People who watch Charlie Rose, buy hardcovers, and have an interest in history… In theory, I’m in favor of all these things, but for some reason this combination, as voiced by Jon Meacham, sounds incredibly dreary to me. Also: twee.
I mean, can you think of a less successful business strategy than designing a mass-market magazine for people who watch Charlie Rose? There aren’t enough of them to fill a mini-market, much less a mass-market.
At the end of the day, as they say in Washington, Jon Meacham will have created a magazine that goes over well with the Harvard crowd. The chattering classes will talk it up, and then it will go out of business amidst great hyper-educated gnashing and wailing about the brutality of change. When in truth, it will deserve to have gone out of business.
After all, consider the first issue.
The wonky, government-centric DNA of the magazine is dominant in the new execution, which may have been the idea. The first redesigned issue includes an interview of President Obama by Mr. Meacham; a feature on the retired life of the last president; a look back at the last treasury chief; a profile of the speaker of the House; and a column byGeorge F. Will….
It must have taken them minutes to think of those story ideas….