Last year I so brutally trashed Tina Brown’s Diana cash-in book that Time Out delightfully made me blogger of the week. So sweet of them. As some of you know, Tina (or Anit as I prefer to call her) has now resurrected herself with her news grab-bag site, the Daily Beast. I suppose she envied Arianna’s great success with her Huffington Post and thought: I want one! Gimme gimme gimme. That’s my Anit!
It’s too early to pass judgement though my initial feeling is it lacks oomph even if it kicked off by upsetting Jennifer Lopez by publishing her withdrawn comments about a nervous breakdown. I believe legal action is threatened. I might have expected this stunt of her old Vanity Fair and her defunct talk, but of her sober news aggregator? She may need to think through the purpose of this new vehicle for herself, her dinner companions (hello Andrew Neil!) and those whom she probably adores for their contacts, personal hygiene and adoption of secular passing novelties (hello Tyler Brûlé!).
However, while I deliberate on the Daily Beast and its future, one small piece of advice to Anit. Please, please get rid of that sodding byline on your “blog” that goes up and down the page as you scroll. Just when you think you’re free of Anit’s name, here it descends slowly into view like some parachuting stalker or paparazzo with no underwear. Not only is it distracting it’s pointless. Like any normal reader I usually look to see who has written the piece I am about to read. It saves time, I find. Anit actually has three bylines on the one page. One sits monolithically and hugely in black, like a movie title, above the body text. She is part of the story, in other words. It’s a Tina Turn. This sits below the second byline right at the top of the page. Then there’s her elevator byline to the left.
This is too too, as a spoof Oscar might have said. Please Anit. Think that you are addressing intelligent people. Anit is plainly many things but not a nitwit. So stop behaving like one.
And in a spirit of friendliness, here’s the link to the Daily Beast.