Three Weeks in One

Posted by on April 18th, 2011

Adweek Absorbs Its Sister Pubs Brandweek and Mediaweek

The consolidation of Brandweek and Mediaweek into Adweek (as reported in today’s WSJ) has been a long time coming. As a subscriber to all three, I’ve watched for years as each publication got smaller and smaller until they were meager pamphlet-sized issues that should have been called “Ad Every-Other Week.”

I’ve watched great reporters like Katy Bachman and Mike Shields from Mediaweek get shifted around from beat to beat, at times covering everything from cable to radio to out-of-home media at the same time. I’m excited to see that Mike has found a home covering digital media and that Katy has settled into the Capitol Hill beat.

I got to know Katy as an out-of-home media reporter – and she really knew her stuff! But when I pitched her a story a few months ago she told me that Mediaweek was no longer focusing out OOH and had put her strictly on the Capitol Hill beat.  This was an interesting move and a wonderful professional challenge for Katy I’m sure – but how could a publication claiming to cover media not pay attention to a sector of the industry that has sustained steady growth since 2007? (Note that eMarketer projects that U.S. outdoor advertising revenues will rise from $7.4 billion in 2007 to $10.2 billion in 2011.) Something was afoot – and as it turns out, this was it! 

Under the thumb of Nielsen, the “Three Weeks” were ironically covering the convergence and consolidation of media in the industry and yet they seemed to be suffering from the shoemakers’ children syndrome. They finally looked in the mirror and realized that consolidation in this case meant strength, competitiveness and a tremendous growth opportunity – I mean when was the last time you read of a news room nearly doubling in size?! 

The consolidation makes sense because the Internet and social media have blurred the lines within the media business. More often than not, the stories I pitch for my media clients have elements of branding, advertising and media…as every good campaign should. By not siloing elements of the story in separate outlets, but instead covering them in a more holistic, brand-centric way Adweek will better serve the industry as a whole. 

So welcome to the world Adweek 2.0 – and best of luck!