After undertaking layoffs last week, BusinessWeek is now facing a daunting future as it rebuilds and repurposes itself under Bloomberg LP‘s leadership. And as departing tech writer Stephen Baker points out, it looks like the company’s library is trying to have grim sense of humor about the whole thing.
As Marion Maneker writes on The Big Money today, incoming editor Josh Tyrangiel has his work cut out for him, but the former Time editor and business journalism outsider may just be what the struggling magazine needs:
“In buying BW, Bloomberg has acquired the infrastructure of a magazine, but little in the way of editorial assets to exploit. In hiring Tyrangiel, it still hasn’t cracked the editorial conundrum. A fluid writer, a no-nonsense manager, and an editor with a broad range of interests, Tyrangiel’s greatest success at Time was his ability to coax the editorial staff onto the Web by using what Tyrangiel often calls ‘medium recognition.’ That’s the awareness of what kind of content works best in print or on the Web — and having the ability to execute against that awareness. Medium recognition isn’t the whole solution to the editorial riddle, but it is a big start. …
Where BusinesWeek goes from here will be a litmus test for magazines and media. The Bloomberg team swears by the magazine and says they plan to invest in it heavily. The imperatives of the 21st century surely mean they will take another run at figuring out BusinessWeek.com. And despite Tyrangiel’s lack of formal credentials as a business journalist, he had tremendous success in building Time.com’s Web traffic over a few years. (Of course, he had corporate access to the CNN.com juggernaut for help.)”
Will Tyrangiel follow Maneker’s advice and model BusinessWeek after New York magazine?