Few gave this digest a chance to survive, but it has gained an elite following. A few tricks:
READERS
Celebrities and power brokers get free subscriptions. Then The Week gives them some free publicity, printing their praise on the cover. Fans include Barry Diller, Yahoo! CEO Terry Semel, and Luciano Pavarotti.
SOURCES The Week doesn't have a staff to do original reporting, instead paying for stories from news services and lifting them directly from publications by saying it's fair use. Publications don't mind since it's all attributed and now even call to try to get their stories placed.
EVENTS
By forging relationships with such highbrow groups as the Conference Board and Aspen Institute, The Week sponsors regular events, from CEO breakfast forums to an annual award for opinion and commentary writing.
Copyright 2005, Bloomberg L.P.
