»» Columnists

Is Newsweek‘s Internal Ad The Most Prententious Ad Of All Time?

by Steve Krakauer | 1:19 pm, November 6th, 2009

» 8 comments

I like Newsweek. I’m a subscriber, and read most of the magazine on a weekly basis.

But the internal ad in this week’s issue may be one of the most pretentious self-advertisements of all time. Let’s take a look.

In May, Newsweek went through a redesign promising a magazine that is “sophisticated and airy,” with less focus on “celebrity news” and more on “the most pressing issues of our time.” The results of this goal have been mixed, but the unsaid takeaway was the magazine was looking to become more exclusive instead of inclusive. It would reach a smarter audience instead of a greater one. Quality would win out over quantity.

Whether Newsweek wants to admit this didn’t matter – their ad this week for Newsweek.com/Gift, hoping their print readers sign their friends up for the magazine, is a clear indication of their mindstate. Here it is, then let’s talk about it:

So the tagline here is “It’s Not for Everyone. Just Everyone you Know.” And some examples of the mock gift cards:
• “To ___ who updates her facebook status with Jon Alter aphorisms. Busted.”

• “To ___ who has 20/20 vision, but wears geek glasses to look like Dan Lyons.”

• “To ___ the aspiring politico down the hall who dreams of the day Jon Meacham decides to pen his biography.”

We get the concept – highlight the stars of Newsweek in a jokey-insidery way. See, if you read the magazine, you get it. You’re in the club. But seriously, is this the way to attract new people to the magazine? By massaging the self-important egos of their existing readers?

Reading this on the 6-train on the way to work this week, I just felt like an asshole.

—–
» Follow Steve Krakauer on Twitter

ad, Newsweek

kimtaylor

I have read the “Newsweek” magazine and it’s really interesting to read. All the content in the magazine is informative and descriptive..It’s good to have a article on this magazine….

ps3 spiele
straitshooter

Kim,

That was the most poorly written and obvious bit of propoganda I’ve ever read. Either you work for Newsweek and are desperate not to be the next layoff victim, or you have dreams of Jon Meacham taking you in his arms.

Either way, your blog made me laugh at you.
chicharrone

where is osborne eliot now that we need him?!? RIP, oz~
http://the-w.com/ CRZ

Mediaite is really slacking on the removal of irrelevant comments containing spam links lately.
Nachi

I subscribe to/read Newsweek as well. This IS a bit weird. But consider the times in which we live – and the dumbing down the last 3 decades have brought us. Nothing much surprises anymore. Look at ads & commercials everywhere. Designed by reality-challenged ten year-olds.
marquis

Newsweek… for liberals, by liberals
tedneb

.

You write that you “felt like an asshole”?

Is that because of the ad, or because you just publicly admitted that you subscribe to Newsweek?
http://mediaite.com Steve Krakauer

Haha tedneb!

Just saw this comment…because of the ad…I still subscribe to a couple magazines. Something to read on the subway…