Transcript for How Tina Brown Does Business
Tina Brown is one of the great magazine editors of her generation but even her legion of fans wondered. If she could save 79 year old Newsweek from extinction. The magazine was hemorrhaging tens of millions of dollars when she took over to work her magic now a year later my co anchor Cynthia McFadden Jackson for our series. On the. This is what you get when you play a world leader. Not many people can get Merrill Streep and turned Oscar. And Angelina Jolie. Ground. The occasion was the third annual women in the world summit -- ground created what's the secret why don't they can't stop. Any kind of being a bully and -- -- -- in and I having an idea that it takes on a wonderful life. The -- nudge and a bully has convinced many useful in her day job as editor. Tried to save one of America's iconic brands Newsweek magazine. Working to make sure it will go the way of life look in the Saturday evening post. Newsweek was on the verge of bankruptcy when it merged with her fledgling web site that Daily Beast in 2010. But -- tell me about what -- when he -- Brown is known for her big idea. -- editor of Vanity Fair back in the 1990s. She increased sales by a whopping 600%. If you think Kabila. Many ways as the cover you think he would cover decision is so much for always mean the Demi Moore cover. I cannot believe about how many -- -- -- it's still going on I mean they haven't had up to that that was Jessica Jessica Simpson doing the Demi will pick. -- and this week's magazine is the perfect example from. A bold experiment taking every page back to the 1960s. -- doing a piece about the -- season -- And I was talking to -- we -- create about what we might do and he mentioned to me that. In the show this season Newsweek magazine in the sixties his -- to -- the -- because -- in the magazine -- weeding. So -- -- they go quietly taking home 1960s. Even the ads. -- retro. It's Heidi so much for candidates say it's wonderfully they've done that kind of psychedelic -- that was just turning psychedelic about point this -- -- recognizing. She -- Jewelers eye for detail in a butcher's knife for kind of what she knows for sure she says is that the visuals matter. Crennel -- you've got this wonderful strong piece of photo journalism but just a click away. Is beautiful -- act which just again makes you stop it's those two things and people like to send you that anyone -- read serious news but of course they really do -- -- -- -- as well. The news -- controversial covers like this one of Michelle Bachmann did you intentionally make her look a little crazy. We were intentionally make and that's how she looked at pictures. And this Photoshop version of a fifty year old Princess Diana and many claiming she had gone too far. So disrespectful. No I think it's about historical -- death. Re imagine in -- moment. I don't -- -- -- but will recipe work one year -- newsstand sales are up a healthy 15%. But Newsweek and the beast are still losing money reportedly thirty million dollars last year. You know that's that's that's that's not -- -- excessive. Lots we've cut a huge amount -- costs -- we're not making money yet and we want to make money from a couple -- -- one thing's for sure. Anyone who works with her hasn't got to be willing to put up with her passionate and constant involvement -- How often she come -- -- just. Uh oh once in awhile but. A lot yeah between now. And the time you publish. It is it 88 Iran. This time that you take it -- they wouldn't have jobs right so I Buick tough. Person to work fourteen. Yes I'm very -- do you find you have to say I'm sorry I'm yes of course yet many times. But also I sat up heat. I like people who have passion. I riveting and the people who do well with any other people you -- passion and you need little sleep. Passion you know when you have a lot of passion you don't need too much. She's got play any of them how long her investors will letter continue to make news without making money. Will depend on her legendary power to persuade. I'm Cynthia McFadden for Nightline in New York.
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