Not a day goes by in the media without a plentiful supply of key learnings, impactful insights, actionable thoughts, granular strategies and snackable content. For this we have "marketing" to thank. And yet I am only quoting marketing types when I observe that much market-speak is almost entirely meaningless.
A general truth is that the best things in life have nothing to do with marketing. (Also the corollary: the more marketing, the less worthwhile the object.) A magazine such as Newsweek has to contend with this constantly. Not only do we receive industrial quantities of marketing every hour, we occasionally get asked by marketeers to explain ourselves.
The best description of Newsweek is that it is an international news magazine. The European edition has a claim to be among the leading examples of the genre since (i) it is written in the leading language of the European professional classes (ii) it focuses on news, whereas most of its rivals specialise in opinion, comment or polemic (iii) it furthers more than 80 years of reporting history.
What the world needs today is less marketing and more good writing about the real world. For good, read brave, honest and thoughtful. For real world, read the confusing, exhilarating, frightening place we inhabit. For an example see our cover story.
Uncommon Knowledge
Newsweek is committed to challenging conventional wisdom and finding connections in the search for common ground.
Newsweek is committed to challenging conventional wisdom and finding connections in the search for common ground.
About the writer
Lucy is the deputy news editor for Newsweek Europe. Twitter: @DraperLucy
To read how Newsweek uses AI as a newsroom tool, Click here.
