Category: Smithsonian Magazine

Here's a quiz: How many real-life magazine or newspaper editors would ever say something like this without his or her stomach churning in self-dismay?: "I'm honored to be joining Smithsonian, a magazine brand that is loved by more than 7 million readers....my challenge is to continue the legacy of journalistic excellence while evolving our brand for the future multimedia needs of our consumer."

Hmpppf. Brand? I know some of the suits in the front offices of media, old line and new, talk like that but I thought they were only on the ad-sales and circulation side of the business. And how about using 'evolve' as a transitive verb? Or referring to one's readers as consumers. I don't know Michael Caruso, former editor of Wall Street...