Shutting down Newsweek’s print publication is, naturally, news. But what’s interesting, at least to someone who covers digital media, is how the outlet can maneuver in a digital-only world that has different responsibilities to its advertisers than in print.
By going digital-only, the outlet is now in a different consideration set. On the agency side, while there were cross-platform deals with separate digital and print buyers, now Newsweek, obviously, won’t be considered by print, only exclusively by digital.
The differences between how the print world and digital world operates are important, according to Barry Lowenthal, president of Media Kitchen.
“We want to optimize quickly and want to work with publishers to create content hubs,” Lowenthal said. “Additionally, performance is more of an issue. There are different measurement considerations.”
What’s also interesting in the coverage of this news, is how many publications don’t speak to the very people who control the purse strings: the media buyers.