Everyone is second-guessing the viability of a Newsweek Daily Beast alliance again. According to a new industry report, media buyers are so far uninspired by the viability of the print-plus-digital experiment and would rather stick with one brand. With Time showing 7% growth in ad pages this year over Newsweek's 34% decline, Time now boasts double the ad pages over its historical competitor.
This is just the latest kink in the tracks for Tina Brown's new media locomotive. Less than a month after the redesigned magazine launched, early April numbers revealed that, despite a sunny outlook for the advertising industry, Newsweek was the only newsweekly to lose advertisers this year. (Even the lesser known waterfowl watchdogs Ducks Unlimited increased ad sales by nearly 50% noticed Business Insider.) Around the same time, Jonathan Alter, the last of the "Newsweek six" hit the road, taking his column to Bloomberg. Then Newsweek owner and self-proclaimed bank roller Sidney Harmon passed away leaving the future of the brand new Newsweek Daily Beast company in question. The April 18 edition of Newsweek featured a paltry six pages of advertising.