Add another high-profile voice to the new NewsBeast: Tina Brown has poached The Atlantic’s Andrew Sullivan, her latest big name hire for the combined Newsweek-Daily Beast.
“The chance to be part of a whole new experiment in online and print journalism, in the Daily Beast and Newsweek adventure, is just too fascinating and exciting a challenge to pass up,” Sullivan wrote on his blog, The Daily Dish, of his decision to leave The Atlantic after four years.
His hire is part of a string of well-known additions by Brown, including Howard Kurtz, Robin Givhan and Wayne Barrett, and comes as Brown gets ready to launch an overhauled Newsweek in the next couple of weeks.
Ad buyers who have been shown a mock-up called it “modern” and “sophisticated.” Two said Brown told them that the magazine would move away from the lengthy opinion and analysis that was the hallmark of previous editor Jon Meacham’s Newsweek and emphasize arts, culture and political reporting.
While news magazines traditionally carry few fashion ads, the prototype also was splashed with fashion ads, which one buyer who spoke with Adweek read as a move to overhaul the 76-year-old magazine’s staid image and appeal to fashion advertisers.
Buyers also have been told the magazine will be printed on heavier paper stock and contain a section called NewsBeast.
Meanwhile, Newsweek’s Web arm is expected to be folded into The Beast’s site, where it will live on as a channel.