NBC Creates Media Triad To Cover 2012 White House Run

A venerable weekly world-news magazine and a catch-all blog will spend the next 10 months partnering with NBC to cover every base of the 2012 race for the White House.

Under the recent "joint digital initiative," the major network will grant Newsweek and online one-stop news shop The Daily Beast access to NBC's video content and roster of political reporters and correspondents along the next year's campaign trail. The video access will reportedly include online dispatch interviews with journalists from not only NBC News, but also NBCPolitics.com and MSNBC. Newsweek and The Daily Beast will also produce exclusive commissioned digital content utilizing the MSNBC.com video player.

"NBC News' digital team is thrilled to work with Newsweek and The Daily Beast around the 2012 election," said Vivian Schiller, Chief Digital Officer at NBC News. "By leveraging the strengths of each news organization, we'll be able to deliver the best political coverage to more users than ever before."

The triumvirate's first joint content is expected to be rolled out beginning later this month.

The Newsweek/The Daily Best LLC was first formed nearly a year ago. It brought together the long-time print publication and a rising blog during an era when traditional print journalism outlets have downsized newsrooms as profits have fallen and retreated increasingly into the lower-overhead real estate of the Internet. Still, it's been a profitable merger: since coming together, the two attract an average combined 10.7 million unique online visitors per month to The Daily Beast atop the 14 million readers Newsweek alone reaches.

NBC News, meanwhile, provides more than 30 hours weekly worth of its own original news content. Its own embedded political reporters have been shadowing various Republican presidential hopefuls since July 2011.