IAC head Barry Diller not only said it was a mistake buying print NEWSWEEK, overseen by Tina Brown. He added that he didn't have great expectations for its digital compression into the Daily Beast. If he wants to save the media property he may have a shot at that by sending Brown to Abovethelaw.com (ATL) as an intern.
Clearly, Brown, who uses the anachronistic term "zeitgeist," can't get with the zeitgeist of a digital era. For example, the articles for Daily Beast have too many ideas, as in the olden days, not one idea that is played with in brilliant and provocative ways.
At ATL, David, Elie, Staci, and Joe have down cold the minimalism of driving one message forward until readers are persuaded or resist so aggressively that the piece goes viral, then results in behavior change. I have a hunch that it was Elie who is responsible for shaking Millennials out of denial that law school had a lousy ROI. His rhetorical crusade was relentless and it worked, finally. Applications are down.
Also, ATL doesn't need the big bucks to operate which burdens Daily Beast. It has a volunteer army of tipsters who in almost cult-like fashion pony up smug or abrasive memos from law firms. And, thanks to the new rules on aligning the monthly repayment of law school student loans to monthly income the writers aren't going to bellyache too much about making a lot more.
What could Intern Tina pick up at ATL? Plenty, including:
Keep it simple. If the attention span of those who scored in the 99 percentile of the LSATs is low, lower is that of the demographics for Daily Beast.
Throw high earnestness, not money, into coverage. Human beings are suckers for a wrong that needs to be made right, not sophistication created with money.
Show you're having fun. Everyone wants to be a part, in some way, of ATL because it seems a throwback to the heady days of the ad business in the 1960s but without the undertow of sadness of "Mad Men."
Be accessible. Staci told me it was good to hear from me. Would the folks at Daily Beast make me feel like a pest?
Who should supervise Intern Tina? Joe has the ideal temperament for that. In return? Intern Tina can pay off all the ATL members student loans.