Are you still relevant? What businesses and nonprofits can learn from Newsweek.

The May 25 issue of Newsweek introduced readers to the magazine’s new look, and more importantly, a recast view of the value it provides.

What a smart move.

As editor Jon Meacham puts it:

We think what we do is important, but in the end what matters more is whether you think so, and in so thinking, whether you find that our work repays the investment of your time.

Taking a hard look at the publishing industry – newspapers folding left and right – Newsweek has redefined itself in the hope of staving off a similar fate.  Gone are the straightforward news pieces. The Internet does a better job of supplying up-to-the-minute content than a weekly ever could.  Instead, the magazine will focus on “original reporting, provocative (but not partisan) arguments and unique voices” — in other words, big-picture thinking.

Only time will tell whether the new format will resonate with readers, but Newsweek’s strategy is a good one for any business or nonprofit.

Are you still relevant?  3 questions to answer:

1.  What need do I fulfill?
Your answer should be succinct and targeted.  Make the case for why you are best positioned to address this specific problem.

2.  Has that need evolved?
Times change.  Be willing to make sacrifices.  Even if a program or service has been around for 20 years, if it’s underutilized, change or scrap it.

3.  Do my marketing materials clearly state how I fulfill that need?
Take a hard look at them from an outsider’s point of view.  Are they making your case, given changing times?  Are there better vehicles for stating what sets you apart?  If you’re unsure, an experienced copywriter can help set you on the right course.