Under the editorial supervision of Michael Wolff, the controversial Vanity Fair media columnist and one of the founders of news aggregator Newser.com, the two properties will converge under the Adweek banner.
Adweek itself will re-emerge with a new website, courtesy of Manhattan-based North 6th Agency, and a weekly, image-heavy glossy magazine in lieu of industry-standard newsprint. Its tagline, says blogger Tony Case, will be “The Voice of Media.” We’ve also heard it described internally as “All Things Media,” and the “Politico of media.”
The convergence has been taking place for some time; the editor of Mediaweek took up a new role in public relations in December 2010, and our o wn Todd Wasserman, the former editor of Brandweek, joined Mashable as business and marketing editor that same month. Wolff also lost star reporter and Adweek digital editor Brian Morrissey to Digiday, a startup publication of which he is now the chief editor. The three titles have been operating under a single staff for the past few months, composed of many new, younger (and thereby less expensive) hires.
Although the converged property will bear the name of Adweek, we expect this will primarily be a publication about the media industry and, more specifically, figures within the media industry. Its voice is already changing, taking on a tone more akin to the New Yorker Observer and Gawker, as evidenced in this recent sketch of NYC Chief Digital Officer Rachel Sterne and a rumor-laden profile of Observer editor Elizabeth Spiers titled, “Elizabeth Spiers and N.Y. Observer: Married in Hell?̶ 1;
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