Mediaweak, er, Mediaweek Loses its Nameplate after Absorption into Adweek
I actually enjoyed reading Mediaweek to get some quick updates on the business behind the media business. They had some veteran writers who knew their turf, like Anthony Crupi, Lucia Moses and Mark (Mr. Television) Berman.
But those updates were the problem. They were too quick. The publication had become Biafra-thin, usually topping out at 24 pages or less. It also cut back on its publication schedule. In the summer and winter, it was Mediaweek every other week or so.
Then ex-parent Nielsen got rid of most of the staff a couple of years back and a lot of the copy was shared with sisters Adweek and Brandweek and wholly irrelevant to those interested in print and digital media. There would be perhaps 4-5 pages of unique content. Tops.
Newest owner Prometheus Global Media has finally decided to put Mediaweek and Brandweek out of their misery, consolidate them into slightly less sickly Adweek and really go mano a mano with Ad Age.
"It's time for one conversation, not separate ones," is the spin from editorial director Michael Wolff. It might make sense, ostensibly. That is if you're not one of the journalists who are now out of a job. Synergies won't make your unemployment check any bigger.
And will it make Adweek any better?