Bitter pills and magazine journalism

Maybe it's not the most popular thing to say. Heck, I'll say it anyway.
I actually like The Economist.
I emerge bleary from its Brit grayness -- or is it greyness?  -- as though from a Treasury, State Department, White House, Downing Street briefing.
Not every college course entertained me. That doesn't mean I didn't learn.
Oh, it's a slog between witticisms that are British journalism.
But The Economist falls into a class of media with PBS's The News Hour, world's most boring broadcast.
Yeah, I'm hopeless. I watch Jim Lehrer and his gang for the same reason I read The Economist. After the superficial news treatment on the commercial networks, I need some depth to balance the froth.
I don't need any more of the News Hour-Economist's sugarless medicine, however.
So when Newsweek went to a quasi-Economist makeover, I missed the fun, the elan, the immediacy of the old book I had read and enjoyed since before Ben Bradlee left it to run The Washington Post.
The magazine reformulation didn't work for me nor apparently for a lot of others.
And more bad luck: The recent remake of Newsweek hit newsstands along with the economic downturn.
I hate that.
Yet I love a national newspaper that comes out once a week -- one description of Newsweek's former personality.
It's a tough formula. Years ago a weekly, newsprint, full-size National Observer went broke trying the prescription.
See here, though: Features editors at lots of daily newspapers reverse the method successfully all the time -- publishing a magazine-style section on a daily basis.
What I'm describing is originality, a good fit with the audience and balance between news as info and news as fun.
Media sort themselves out according to the right set of ingredients all the time.
The apothecaries at Newsweek simply didn't get the mix right. I think it was too imitative of The Economist. One of those is enough.
So now Newsweek's bitter pill to swallow is named Doomsday. The magazine will be sold or closed.
No publication wants a dose of imitating that.