• by Gavin O'Malley  @mp_gavin, April 25, 2005

In an effort to generate more consistent and sustained weekly traffic levels, Newsweek.com today plans to announce editorial and design changes to its site. The initiative, dubbed "Every Day, Every Week," will feature in-depth coverage of a different topic--such as health, business, or political affairs--each day of the week.

The site's weekly traffic currently ebbs and flows throughout the week, said Newsweek.com Senior Editor Deidre Depke. Traffic peaks at the beginning of the week upon the magazine's release, tapers off, and then sees a smaller bounce on Thursday.

"We want the site to be part of people's regular routine, whether they read the magazine or not," said Depke. "We know what we're not--we're not going to be regularly breaking news stories--but we can deliver the thought-out, analytic take that Newsweek is known for every day."

The revamped site will also be more text-based, because, Depke said, focus groups seem to confuse editorial graphics with advertisements. "Conducting our research, we've found that art--unless it's an important part of telling the story--is distracting to users," said Depke. The site will also favor lighter tones and simpler layouts, which focus groups prefer, she added.

Depke said readers can expect the latest of what the Web has to offer, such as podcasts of Newsweek On Air featuring staff writers and guest experts.

An interactive version of the week's print magazine is featured in "Inside Newsweek" on Sundays and Mondays. Tuesday's "Health beat" will include Web-only reporting and commentary on health-related research and patient case-studies, as well as the "Health For Life" advice column by a Harvard Medical School physician.

"The Business Edge" on Wednesdays will include Web-only columns by Allan Sloan, Charles Gasparino, Robert Samuelson, and Silicon Valley correspondent Brad Stone. Thursday will feature columns by Michael Isikoff and Mark Hosenball in "State of the Nation," as well as Web-only pieces by Howard Fineman and Richard Wolffe. Friday and Saturday will be devoted to "Arts Extra" criticism and essays, a monthly movie club hosted by David Gates, and various other interactive features.