Newsweek adapting

Respected US weekly Newsweek (published in Australia inside The Bulletin) is adapting to growth in realtime news and information access through an initiative called “Every Day, Every Week,” according to this report from MediaPost.

This is the action of a smart company protecting its brand as opposed to one product carrying the brand. It’s how they will attract new readers. The challenge is to build the relevance of the Newsweek web presence while not cannibilising their print product while it is profitable. It will be interesting to watch advertiser behavior.

The MediPost story quotes Senior Editor Deidre Depke. “We want the site to be part of people’s regular routine, whether they read the magazine or not,” said Depke. “We know what we’re not–we’re not going to be regularly breaking news stories–but we can deliver the thought-out, analytic take that Newsweek is known for every day.”

The message for Australian newsagents: newspaper and magazine publishers have strategies for finding new readers in the online world. These strategies don’t require a traditional supply chain.