Media buyers who have gotten a look at Tina Brown's new prototype for Newsweek say it will be a sweeping overhaul.
George Clooney was on the cover of the prototype that one media buyer saw. Even though it was taking a look at Clooney's political leanings, it made the ad executive think that Brown was pitching the celebrity coverage that she embraced when she was running Vanity Fair in the '90s at Condé Nast.
The media exec was nevertheless impressed. "The bar was set pretty low by Jon Meacham and Tom Ascheim," said the media executive. "I think this is a big step in the right direction."
The magazine is also going to move to heavier stock on the cover and inside, "not the tissue paper that they are putting it out on now," said the media person.
"I think the Newsweek name has authority and credibility with readers still," said the media buyer.
Also in the cards, some sources say, Newsweek is mulling a switch in delivery time and will emulate Time and switch to Friday delivery. Time switched three years to Fridays while Newsweek continued with its Monday morning arrival time.
A spokesman insisted that Newsweek Magazine will not change delivery date to newsstands.
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