Jon Friedman, writing on MarketWatch.com, spends some time with the staff of
The Week, which comes from Dennis Publishing, and concludes that the magazine itself is a little odd, as are its
leaders. Among other things, they tried hard to impress him with a list of celebrity endorsements from the likes of Luciano Pavarotti, Bill Maher, and Salman Rushdie. (He remains skeptical,
however, of the endorsement that ostensibly came from Woody Allen: "
The Week is for movers and shakers--and I can't stop shaking.") Clearly,
The Week has found a following: Its circ,
which was 100,000 at its 2001 launch, is now said to be 400,000. Its formula, which includes no original reporting, allows it to operate on a modest budget. The whole thing is somewhat
counterintuitive, and the staff, according to Friedman, certainly is a bit offbeat. But
The Week is finding its way and it's a real business at this point.
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