There’s buzz and then there’s buzz kill.
Newsweek Editor Jon Meacham will find out which one he’ll generate from his decision to tap Comedy Central funnyman Stephen Colbert as guest editor of next week’s issue about Iraq.
While there’s nothing new to the concept of bringing in a guest editor to edit an issue, some wondered if Meacham was making the right call enlisting a comedian to tackle a sober subject. What’s more, Meacham’s rolling of the dice also comes as the magazine is already taking a huge risk changing its format from covering breaking news to focusing on news analysis and thought pieces.
“It’s buzzy, but I question whether it’s the right buzz,” said Roberta Garfinkle, a senior vice president of print at media marketing company TargetCast ICM, who said the mag’s decision to use a comedian seems a bit at odds with Newsweek’s mission. “Why Colbert? What exactly does he bring to the party?”
Added Brandey Butler of media buyer ZenithOptimedia Direct, “The guest-editor concept is really intended to lend to perspectives, so as long as it’s clear to the reader it’s an individual’s point of view, although potentially absurd, they should be safe. However, if it isn’t translated clearly, Newsweek risks losing some credibility — not something a trusted news source can afford.”
And certainly not at a time when the magazine is likely to put off many of Newsweek’s readers with its new format. As part of the change, the magazine is slashing the circulation it promises to advertisers to 1.5 million by January from 2.6 million earlier this year.
Meacham defended the decision to have Colbert help out on the cover selection and submit some writing. He said he was inspired by Bono’s past guest editorship for Graydon Carter’s Vanity Fair.
Meacham said he was not sure if more guest editorships will follow. “We’re trying to do provocative things. Some will work, some won’t. I think this one will.”
Some media observers think he’s right.