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U.S. News & World Report, effectively ceding to competitors Newsweek and Time, has announced that it will drop back and publish only every two weeks.
The company couched its announcement as part of the formation of U.S. News Media Group, reflecting “the magazine’s shift to becoming a multi-platform digital publisher.”
“U.S News & World Report magazine, which will be redesigned to better serve readers in the digital age, will continue to provide news analysis and in-depth coverage of health, money, education and public affairs. The magazine will move toward publication every other week in 2009, with additional special issues devoting coverage to key world events (e.g. the U.S. presidential election),” according to a release.
The website will continue to be updated with dozens of features daily, and will expand its daily and weekly enewsletter publishing.
“The creation of U.S. News Media Group is simply a recognition of the successful digital evolution that we began more than a decade ago,” said Mortimer Zuckerman, editor-in-chief of U.S.News & World Report. “At the same time it integrates and leverages our core assets that will continue to deliver enormous value to consumers and advertisers alike.”
The magazine’s redesign will include a shift to focus on better storytelling - something that can’t be fully explored on a weekly basis, according to editor Brian Kelly.
The three top newsweeklies have struggled with falling ad pages in recent years: pages fell 23.7 percent this year at Newsweek, 27.2 percent at Time and 32.7 percent at U.S. News & World Report, according to the Media Industry Newsletter (via AdAge).
Brenda White, senior vp-director of publishing activation at Starcom Worldwide, calls the U.S. News announcement a “very smart, strategic move. When you think about it, what their brand stands for is the rankings: the 100 best hospitals. There is a franchise there, and they capitalized it.”
In late 2007, U.S. News & World report unveiled its “Best Of” website, RankingsandReviews.com, and plans to continue to expand the franchise as part of the U.S. News Media Group initiative.
Newsweek cut its rate base by 16 percent, to 2.6 million this year; Time did the same in January 2007, reducing its rate base by 19 percent to 3.25 million.
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