EW Clearly Sinking

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A 4.29 Ad Age story about the firing of Entertainment Weekly publisher Scott Donaton -- the mag's fifth publisher in five years at the time of his hiring in late '07 -- reports that parent company Time Inc. is saying that "the magazine will continue to publish, contradicting persistent rumors to the contrary, and that a successor [to Donaton] will be named shortly."

What is the blockage over there? The dwindling ad income at EW isn't enough to support the massive staffing and overhead costs....hello? At best revenues are going to drop even more and then, if things work out, they may stabilize down the road. But the salad days are over. That means you abandon the big offices, have most of the staffers work from home, and...whatever, bump up Jess Cagle's salary in exchange for a new title as publisher/managing editor. Don't hire a new publisher at $250,000 a year -- take the money and snag three or four new writers in order to add snappy content.

A friend says he began hearing a couple of years ago that EW might eventually be folded into People magazine. What a comedown if that happens! What a terrible environment to have to adapt to. I worked for People from '96 to '98, and it was a miserable environment even back then. I was happy to be getting paid and have a kind of berth to call home, but it was hellish all the same.

I used to work for EW in the early to mid '90s. Loved what it was, loved the work. News 'n' Notes craziness! Working late on Tuesday nights, faxes back and forth, etc. Those were the days.

"Previously the editor-turned-publisher of Advertising Age, Donaton became EW's fifth publisher in five years when he accepted the vacant job post 17 months ago," Nat Ives writes. "He and Rick Tetzeli, then the managing editor, set about a redesign and re-articulation of the mission designed, among other things, to set EW apart from celebrity magazines. He also oversaw an overhaul of EW's website, boosting the number of blogs, videos and the range of community tools. In January, EW named Jess Cagle to succeed Mr. Tetzeli as managing editor.

"But, unsurprisingly given a recession that has caused dramatic drop in many consumer magazines' ad revenue, ad-page declines continued after the redesign. EW's first-quarter ad pages this year came in 38% below their mark in the first quarter last year, according to the Publishers Information Bureau. They fell 20% in 2008, Mr. Donaton's first year on the job, after falling 13% in 2007 and 8% in 2006. Paid and verified circulation in the second half of 2008 averaged 1.7 million copies, 1% lower than a year earlier, as paid subscriptions dipped almost 3%, EW reported to the Audit Bureau of Circulations.

"There were some signs of progress under Donaton and Cagle. Newsstand sales increased almost 7% to 50,437, on the back of the redesign and editorial retooling. And traffic to EW.com appears to have been increasing too, with Alexa recording a 45% increase in visitors in the past three months."

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Posted by Jeffrey Wells on April 30, 2009 at 8:44 AM

comment #1

Rich S. says ...

EW's big problem has been that it's too much of a mouthpiece for Time Warner, and they can't even get that right. They put Daniel Radcliffe on the cover of their Fall '08 Movie Preview issue, and then the movie division moved Harry Potter 6 to summer '09 before the issue could be changed.

The website is still an interesting read, but merging it with People would be a disaster. Rather than doing that, I would rather see them go web only.

Posted by Rich S. at April 30, 2009 9:37 AM

comment #2

MikeSchaeferSF says ...

I began reading EW in its '90s heyday, when it was one of the hippest (not to mention gay-friendly) mainstream mags around. But lately its attempt to be more "now" and under-30-oriented has resulted in abominations like all those all-time best-of lists (Best movie kisses, like, evah!) that ignore anything that happened before 1985. I realize it's all about the demos and you have to attract younger readers, but it's like it's being written by the cast of "Gossip Girl".

Posted by MikeSchaeferSF at April 30, 2009 9:38 AM

comment #3

George Prager says ...

I worked for both (their websites) Merging them is a genius idea. Dentists offices will rejoice.

Posted by George Prager at April 30, 2009 9:39 AM

comment #4

tommysunshine says ...

Entertainment Weekly could do with getting Jeff Wells back in the fold. On the other hand, the fact they let that Prager chap anywhere near their professional operations provides as decent indicator as any as to why they're in a slump.

What next? Burma Shave as TV critic?

Posted by tommysunshine at April 30, 2009 9:58 AM

comment #5

Jack South P.I. says ...

I've been an EW subscriber for over 18 years, almost it's entire run. I remember buying the first issue, the one with k.d. lang on the cover. I used to read it cover to cover every week. Now I have a renewal notice sitting on my desk and for the first time, am not sure if I am going to send it in. It's not what it used to be, that's for sure. Maybe it's time to cut the cord. Not to sound corny, but it is one of those things that connects me to my childhood and evolving love of movies, pop culture, etc. But I really think now it is time to cut the cord and admit it is no longer worth the time it takes to read it, let alone the money.

Posted by Jack South P.I. at April 30, 2009 10:02 AM

comment #6

Sabina E says ...

I will never respect EW again after they released that horrendous 50 Most Important Active Directors. Not one single female or person of color on that list. What a joke.

Posted by Sabina E at April 30, 2009 10:15 AM

comment #7

George Prager says ...

You mean Penny Marshall and Keenan Ivory Wayans weren't on the list?

Posted by George Prager at April 30, 2009 10:18 AM

comment #8

George Prager says ...

Just looked at the list, Deaf:

http://www.filmschoolrejects.com/news/discuss-ews-ranking-of-the-50-greatest-active-directors.php

So Spike Lee, Mary Harron, Mira Nair, Wong Kar-Wai, Hayao Miyazaki, Sofia Coppola, Ang Lee, and one of the Wachowski Brothers aren't colored or women?

Posted by George Prager at April 30, 2009 10:44 AM

comment #9

Wrecktem says ...

George Prager just said that Spike Lee is colored! Ha ha!!

Posted by Wrecktem at April 30, 2009 10:52 AM

comment #10

Tom Brazelton says ...

I pretty much stopped reading EW around the time that their web site started mirroring their print edition. I couldn't justify the expense considering what I was getting for free.

I remember EW went to a online-subscription model for a while before their last big redesign and that tanked fairly quickly. People abandoned the site in droves, as I recall.

But for up-to-the-minute entertainment news, I think their web site does a really good job. I especially value the TV Watch columns and PopWatch blog. It's much more of an online water cooler than anything else.

Personally, I wouldn't be upset if the magazine closed it's doors so long as the web site was still up and running.

Posted by Tom Brazelton at April 30, 2009 11:32 AM

comment #11

George Prager says ...

When someone uses the ridiculous term "person of color", I reserve the right to use the offensive term "colored". Why is one considered offensive and the other P.C.?

Posted by George Prager at April 30, 2009 11:33 AM

comment #12

BurmaShave says ...

tommysunshine why would I jump onto a sinking ship? I'll leave that for you wingnut schmucks.

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comment #14

Manitoba says ...

Very interesting considering I just renewed my subscription until December. I have the Summer Movie Preview Special Double Issue on my desk at the minute. I still appreciate the magazine in this era when Premiere is long dead and my Newsweek's future is somewhat cloudy. Not that I don't get mad at the magazine. For a while there ,the mag's love affair with Buffy the Vampire Slayer was a major turnoff. I'm not sure if the staffers responsible are long gone or in hiding. At any rate ,I'm glad you can renew on a six-month basis.

Posted by Manitoba at April 30, 2009 1:04 PM

comment #15

Phatang! says ...

George, it's offensive because people are offended by it. Is it so inconvenient for you to call people what they want to be called?

Posted by Phatang! at April 30, 2009 1:16 PM

comment #16

George Prager says ...

Are they offended by the term "person of color"? Who isn't a person of color? Why can't we have this discussion?
I didn't realize that the maturity level of most of the people on HE was that of a college freshperson at a small liberal arts college.

Posted by George Prager at April 30, 2009 1:22 PM

comment #17

Wrecktem says ...

I don't care for "person of color" either, but you admit that you understand that one term is considered acceptable and the other is offensive. You deliberately used the offensive term in order to offend. People were offended. Good job. Now you want to trun it around and get into a semantics argument. Prager for the win.

Posted by Wrecktem at April 30, 2009 1:31 PM

comment #18

LATN says ...

Just cancelled my subscription after 17 years when I noticed that unread issues were piling up in the bathroom. Used to love reading EW back in the 90s, which is probably why I've held on to the subscription as long as I have, but it's gotten to the point where most of the content in any given issue is stuff that I've read or seen somewhere on the internet in the previous 2 weeks, but repackaged into a Bullseye or a Must List or an In/Out list. EW is a magazine for people who don't have access to the internet.

Posted by LATN at April 30, 2009 1:33 PM

comment #19

Sabina E says ...

George, thanks for that link. I could have sworn recalling a list a few months ago about active filmmakers, and there were a lot of pissed off online discussions about how there were no women or people of color on the list. Maybe the list isn't from EW, I probably got it mixed up.

for the record, "colored" is offensive, but "people of color" is NOT offensive. I proudly call myself a woman of color, as do many of my non-white friends. It's easier to say than "Black folks, South Asians, Latinos, East Asians, blah blah" when I'm having a discussion about minority groups.

I'm sure other people might disagree, though.

Posted by Sabina E at April 30, 2009 1:34 PM

comment #20

Phatang! says ...

I believe you mean: "Firstyear."

Listen, I get the frustration. It can get crazy--like when someone gets in trouble for using the word "niggardly," or if you really just misspeak and use the wrong term and everyone jumps down your throat as if you betrayed your true prejudice. But otherwise, what's the harm in calling people what they want to be called? Words have meaning and "colored people" evokes the language of the segregated south. But you know that--you're just being difficult.

Posted by Phatang! at April 30, 2009 1:40 PM

comment #21

BurmaShave says ...

"EW is a magazine for people who don't have access to the internet."

Brutal. Fatal. True.

Posted by BurmaShave at April 30, 2009 1:42 PM

comment #22

Wrecktem says ...

"EW is a magazine for people who don't have access to the internet."

As is every magazine at this point.

Posted by Wrecktem at April 30, 2009 1:50 PM

comment #23

CitizenKanedforChewingGum says ...

Hey -- can someone please tell me if it's still okay to use the term 'colored pencil'?

Posted by CitizenKanedforChewingGum at April 30, 2009 2:43 PM

comment #24

MDOC says ...

I had a subscription from 1999-2004. I just reupped using frequent flyer miles. I like EW, it's ecspecially enjoyable during summer movie season.
I'm nervous for them though, the last two magazines I subscribed to (EGM and Premiere) folded during my subscription.

Posted by MDOC at April 30, 2009 3:44 PM

comment #25

TM says ...

I was a charter subscriber and have been receiving the magazine ever since. I've also watched the horrible decline in content over the last year or so. They are doing the same thing that US magazine did. Cutting down on text, adding more and larger pictures, covering fashion and where to buy items ... if I wanted stuff like that, I'd subscribe to Women's Wear Daily. I used to like to read the reviews but they've cut those down to one long essay and the rest get about 1/2 a column., The book reviews are even worse. I know the publishing industry is in the crapper -- but there are still people who read and buy books -- even if only downloading on a Kindle. I'm stuck with EW until 2010 but after that ...

I really hope it doesn't fold as I don't want to have to install a laptop in the bathroom. Besides, you could electrocute yourself if you're not careful.

Posted by TM at April 30, 2009 4:38 PM

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comment #33

addisonberly says ...

I have the Summer Movie Preview Special Double Issue on my desk at the minute. I still appreciate the magazine in this era when Premiere is long dead and my Newsweek's future is somewhat cloudy. Not that I don't get mad at the magazine. For a while there ,the mag's love affair with Buffy the Vampire Slayer was a major turnoff. I really hope it doesn't fold as I don't want to have to install a laptop in the bathroom. Besides, you could electrocute yourself if you're not careful.

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comment #34

Martin Wilmer says ...

I think it's clearly a mistake to let go of someone who was doing a great job just because the 'market' is not good. But now that they have Donaton, they should re-evaluate their staff count, hire more people at the bottom of the pyramid and work like a start-up (minimum expenses, maximum efficiency).

Don't know about 'People' but EW definitely has it's fans.

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"EW is a magazine for people who don't have access to the internet."
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