October, 2010: lifelong media grenade-thrower Michael Wolff is appointed as the top editor of advertising industry trade magazine Adweek. April, 2011: the new Wolff-ified Adweek debuts. Our prediction at the time: "It'll go along just fine for a month or three, until the publisher starts getting calls from the advertisers, who say, 'I find all of that media reporting very interesting but by the way, we are in the advertising industry. Not the media. So I'm, you know, taking my business over to Ad Age, which really, let's be honest, covers this industry that I'm in (advertising) better than you guys do.' And that will be the end of the great media-reporting-heavy advertising trade magazine experiment!"