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Josh Tyrangiel has a preposterous mission: to convince readers that a weekly business magazine left for dead two years ago is now a must-read.
That would be challenging enough in a good market. But in 2011, with print advertising still in crisis, there may not even be such a thing as a must-read magazine anymore.
“Is any media brand with the word ‘week’ in it going to survive?” asks Larry Kramer, the founder of MarketWatch, a successful online news brand.
The “week” in question is Bloomberg Businessweek, which Bloomberg LP bought in October 2009 for a dollar, when it was still just called BusinessWeek, and soon after handed to Tyrangiel, a young Turk (he’s now 39) at Time magazine.
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