Tina Brown: the magazine queen now sold on the web
02 Jun 2009
Tina Brown remains Britain’s leading journalistic export, though today her work is all digital. The former editor of Tatler, Vanity Fair, The New Yorker and the short-lived Talk magazine, Miss Brown now is editor-in-chief of The Daily Beast, a New York-based website.
Before its launch last year it was trailed as a news aggregator, but now presents
much original content from contributors in America and around the world. In a land where newspapers are going under with such speed that even a city such as San Francisco may soon not have one, is it possible that this titan of print journalism has seen the future?
“In America newspapers are vanishing, which is very scary,” she tells me over a coffee in a swanky hotel on Manhattan’s Upper East Side. “But I think now the debate has to shift on from 'how do we save newspapers’ to 'how do we save journalism’.
'I think it’s really imperative that papers like The New York Times – which is in a parlous condition – the Washington Post, the Los Angeles Times and the Boston Globe, which is in tremendous peril and is probably going to go, are saved in terms of what they do, without necessarily worrying about the delivery system. It’s more important to preserve journalism than it is to preserve newspapers, frankly.”
However, no one has yet devised a model to make online news pay.
The Daily Beast – “more a magazine approach to newspapers than it is a pure information journalism site” – is funded by Barry Diller, the media and internet mogul whom she has known for 30 years. Some of Miss Brown’s media rivals in New York claim the enterprise is costing Mr Diller millions of dollars a year. I ask Miss Brown whether she is making money, and she is frank: “No, not yet, but we do believe we will.”
She accepts that in this time of change, web-based journalism may lack the resources that newspapers have to do serious investigative work, and it is that that she fears losing. “We may need some sort of private public partnership to sponsor certain kinds of journalism,” she says.
I ask her whether she is suggesting the state should fund this aspect of the trade. “It’s always going to be in the public interest to do that sort of journalism but it’s never going to appeal to advertisers. So it may need either some sort of BBC approach to it, or some sort of philanthropic partnership, or some sort of trust; or company sponsorship of investigative work, like sponsoring television programmes. Maybe that’s a model. Everything has to be tried. I think at this point it’s all about innovative approaches. I think we’re involved in a very, very scary transition, where nothing seems to be working financially, but I’m absolutely confident that a new model will emerge.”
So does she think the printed press in America has had it? “I think there will be some newspapers in 10 years’ time, but with a much more elite and focused audience, charging them more for the papers, going hand-in-hand with a web operation until the generational transition is complete and everyone reads everything online.”
She, though, is a true believer in the medium she has now embraced. “I’ve become a complete convert to the web. I’d always seen myself as a magazine journalist. But having done the Daily Beast I can see the excitement and the opportunity that there is in online. There’s an enormous amount of energy on the web.”
She has 25 staff in New York, but uses the flexibility of the internet to use the services of a wide range of contributors. “With the Beast, we’re creating a sort of virtual newsroom all over the world. When we’re covering Mumbai I can suddenly activate five brilliant journalists who know much more about the subject than anyone I can send from head office.”
However, in Miss Brown’s vision, the era of the professional journalist who did nothing but write appears to be over. She says she uses work from lawyers, novelists, academics and think-tankers. “I think we’re going to get to the stage where a lot of journalists have other jobs as well.”
Yet she sees the limitations of this approach. “Where it’s really hard is if you want to get a really digging piece going on the whole banking collapse that takes two journalists six months.” I ask her whether she would advise the young to go into journalism now. “Yes, but be prepared for some lean years for the next five.”
Miss Brown became famous for, effectively, inventing the celebrity culture when she took over
Vanity Fair in 1984. She now seems slightly to regret this, saying “the monster was let out of the box”. And she certainly doesn’t feel it’s relevant to America today. “Oh, God, I was bored with celebrity culture at Vanity Fair, which was why I left to go to The New Yorker,” she says.
“I think a magazine editor tries to reflect and define the times they are living in. The rise of celebrity culture was what was happening in America just then. Our magazine chronicled and defined it. I don’t think it’s interesting now.”
This brings her on to her great interest of the moment, politics. “The biggest celebrity in America today is the
President of the United States; and just by that being true it defines a new interest in politics. That’s where the zeitgeist is in America today. It’s in Washington, not in Hollywood.”
But does she get irritated when she sees Mr Obama written up as a celebrity rather than as a serious leader? “I think it’s boring, but at the same time I’d rather read about him as a celebrity than about Brad Pitt. It’s healthy that it’s bringing a lot of young people into politics.”
In last year’s presidential race, however, Miss Brown was an ardent supporter of Hillary Clinton, and is writing a book about her. “I thought she had an amazingly rough time as a candidate but I thought she was a much better candidate than her campaign. She did not run a good campaign, she lost momentum and never regained it.”
Before we part I ask her about Gordon Brown, whom she knows. “I like Brown personally, enormously: it’s just been a pretty tragic last year or two. I think today you’ve got to have great communication skills: in the era of media it’s impossible to be a leader who doesn’t have those skills. If you don’t have them you’re dead in the water.”
CV
Name Tina Brown.
Born Nov 21 1953 in Maidenhead, Berkshire.
Education Expelled from three boarding schools before graduating from St Anne’s College, Oxford.
Marital status Married to Sir Harold Evans, the journalist. They have two children.
Career Editor of Tatler at 25. Moved to New York to run Vanity Fair and The New Yorker. Her celebrity magazine Talk was a failure. Online magazine The Daily Beast launched last year.