From Monday’s Wall Street Journal:
The new Adweek reflects a cosmetic and tonal makeover, pairing heavier paper and bolder graphics with a focus on being more provocative.
Paging Mr. Wolff, who just might be the most disliked figure in American media, which of course he loves.
In the first issue, Mr. Wolff opens with a letter to readers describing Adweek as “not your father’s trade magazine.” The first issue has a column dissecting Arianna Huffington’s sex appeal and a cutting profile of “grumpy” venture capitalist Fred Wilson. “We need to be more Tolstoy than trade reporter,” Mr. Wolff writes.
Your War and Peace punchline goes here.
Meanwhile, there’s this:
Some media and advertising-industry executives questioned whether by trying to expand the audience with a buzzier, more accessible publication, Adweek risks becoming less valuable to its base. They also say it is difficult to sell a traditionally business-to-business publication to mass advertisers because trade magazines don’t have nearly the scale those advertisers are looking for.
Wolff, on the other hand, is just looking for attention.