Meet the New Time Magazine

By Rory O'Connor, AlterNet. Posted October 11, 2006.

Rick Stengel is a man of nuance in an increasingly unsubtle media world. What's more, Stengel believes much of the rest of America stands with him.

"There are NOT only two sides to any issue," says Stengel. "How limiting is that? It's like the cable news channels -- it's anti-nuance.

"Polarization is a myth created by the media and politicians," Stengel continues. "Most Americans are not pitted against each other, but instead can be found firmly in the middle. On most large issues -- the environment, civil rights for gay people, and so on -- the country is more in agreement than ever before. But our political parties survive by pitting people against one another. That's anti-democratic, and it creates and perpetuates polarization. Then the media mounts its Punch and Judy shows."

As he is now the managing editor of Time, one of the world's largest magazines but one firmly rooted in Middle America, a lot is riding on Stengel's assessment. Can any newsweekly -- even the biggest kid on the block -- survive, much less thrive, in an age of instant, commoditized and free web feeds, 24/7 cable shout fests and a highly partisan and politicized blogosphere?

Time Inc., the world's largest publisher, recently put 18 of its 50 magazines in the United States up for sale, and speculation continues to swirl about whether parent conglomerate Time Warner will soon sell the entire division. Stengel brushes aside questions about the future of Time Inc. as "above my pay grade," but there's no question he's under pressure to bring about change at Time magazine, and in a "timely" fashion. In order to do so, he's prepared to redefine our concept of news and perhaps shatter a few shibboleths while he's at it.

Asked why there is so little news in the newsweeklies, Stengel responds, "I'm not sure that's true. Step back for a moment … what is news these days? So much of what we call news is a just a commodity, and very disposable. Instead we want to give readers what they can't get elsewhere. We're in the business of providing news that stays news."

Stengel's banking on what he calls "informed opinion" to transform Time. "Not just 'opinion' such as what you get on cable TV," he explains. "Not useless 'analysis' made up of pure opinion with no information … but informed opinion with a strong, authentic point of view. Our reporters have experience, access, and knowledge. Their credentials, coupled with strong reporting, are what make their point of view informed."

Stengel offers star columnist Joe Klein -- a current bete noir among the more fevered liberals in the blogosphere -- as his exemplar. "Joe is special. He has a strong POV, but it's always firmly based on reporting. And he's not dogmatic -- in fact he's quite contrarian -- and has no ideological matrix. That's why I like him, and I think that's the way most Americans are."

More recently, Stengel also reached into the blogosphere to pluck ex-Wonkette editrix Ana Marie Cox to write for him. Why? "Because she's smart about the web, politics and the online community; fun; irreverent; and has interesting points of view and ways of expressing them." Take it as another sign that Stengel is prepared to move away from a steadfast reliance on objectivity while on the way to redefining news.

"The notion of pure objectivity is a myth, and people are smart enough to know that," he states. "So objectivity? No. Transparency? Yes." He hastens to add that there's still "plenty of old-fashioned news and straight old reporting" to be found on Time.com, the magazine's website, which now draws three million unique visitors per month. Ironically, however, he also says the internet is central to his vision of a new, improved Time, with its emphasis on informed opinion and news-that-stays-news.

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Filmmaker and journalist Rory O'Connor writes the Media Is A Plural blog.

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