• by Michael Shields , November 7, 2004

Last Thursday, in an amazing display of publishing prowess, both Time and Newsweek had special election issues out on the newsstand less than 24 hours after Senator John Kerry conceded the 2004 election to President George W. Bush. Here is Mag Rack's take on their performance, from both an editorial and business perspective.

Newsweek

This issue was designed to provide a true insider's point of view (the cover promises "The Untold Story"), as the editors struck a deal with both teams at the start of the campaign. They placed a second reporter with each candidate to hang around--collecting quotes, insights, and reactions, with the promise that nothing would be revealed until after the election (the main Newsweek reporter, of course, filed news stories throughout the campaign).

What results is a fascinating, gossipy, behind-the-scenes take on the campaign, with most of the best juice coming out of the bitter, sometimes disorganized Kerry campaign.

From the surprising run by Howard Dean to the conventions, the Swift boat ads, and the debates, the magazine delivers a comprehensive history of the campaign from both sides. The details in the piece are fascinating. Did you know that Bush and his wife were dancing the "Super T Booty Green" dance during a party last December hosted by the Bush twins?

Time

Time's issue is typically known for beautiful photography, and upfront are two strikingly contrasting images: a glowing President Bush and an exhausted-looking Kerry with a hand over his eyes.

The books' "notebook" stuff is fun, including summaries of the best gaffes and best satire of the campaign.

As for the magazine's major feature, it gives a play-by-play of election night in Bush headquarters, shedding light on how the President spent the day. The piece provides interesting nuggets on just how much computer modeling and polling data Karl Rove and Bush's other advisers scrutinized during the course of Election Day, and how the early exit polls spooked the team.

The issue also contains a solid piece that handicaps future Republican and Democratic candidates in 2008. There are also profiles on the newly elected Senators, a piece on rising star Democrat Barack Obama, and lots of commentary on what to expect from the second Bush term.

Advertising

Business-wise, both publications sold these issues well in advance as part of big event potential--in other words, the advertising process is not nearly as last-minute as the editorial one.

Newsweek, which has been producing this issue since 1984, treats it as a special event. "It's an important franchise for us," said Ken Weine, Newsweek communications director.

"All year long the staff has been out selling this issue," said Greg Osberg, Newsweek's executive vice president, worldwide publisher. "We are expecting a lift."

Osberg said that a few advertisers made a late decision to jump in, as the election promised to be so close (it would have been possible to jump in as late as last Friday).

The issue included a major roadblock from Chrysler, as well as a heavy-stock, tear-out insertion from Virgin Atlantic.

Time, which has also produced such an issue for decades, did not sell this issue with as much emphasis. "We think all of our 52 issues are pretty great," said Worldwide Publisher Edward McCarrick. "Publishing-wise, we run it like every other issue. Historically, it does do better on the newsstand."

The Vote

Each magazine should be considered an amazing feat, since both made the newsstands on Thursday, after Kerry conceded on Wednesday afternoon. McCarrick revealed that Time's editorial staff "plans for all possible scenarios: Bush winning, Kerry winning, a tie, a contested election. That means that Joe Klein writes several different columns, and reporter Nancy Gibbs (who authored the main story) writes thousands of words." The past few elections probably make these guys nostalgic for a Reagan landslide.

In the end, Newsweek scores on the exclusivity of its content. It provides what feels like a look inside the campaign and a view of the real men (who really don't like each other much, apparently), as well as revelations on just how much Kerry wanted John McCain as his running mate, and how much division there was in his campaign. On the downside, the core piece runs 50,000 words.

The only drawback to Newsweek's coverage is that it tends to focus on the Kerry campaign, given that the mistakes of a loser are perhaps more intriguing than examining the guy who won.

While Time does not have the exclusive feel to it, the magazine wins on analysis and variety. However, the winner was Newsweek, with roughly 51 percent of the vote.