JACK WELCH IN BUSINESS WEEK: This is a little off the beaten path of this blog, but I have to tell you: I was really surprised when I read today in the New York Post that Jack and Suzy Welch are writing a column in BW! (Actually a somewhat dismayed ex-colleague told me about it first......)

Look, it's easy for an outsider to be critical when a magazine does something dramatic to attract readers or advertisers. The ad sales environment is tough. But what I wonder is this: Does Business Week really need celebrity columns, by the likes of Jack & Suzy Welch and Maria Bartiromo, to keep the ad revenues flowing? Is that what readers and advertisers want from the magazine?