Mark Zuckerberg’s company is working hard to win over heavyweight content distributors, hoping to convince them to link their sites up with Facebook, or to make their existing links deeper. The pitch: Connect your site to ours, and we’ll drive you eyeballs and help you hang on to them. And in return, we’d like to know more about your users.

Facebook has been headed in this direction for a while, and made a big move in April when it rolled out its “Like” button to outside sites. Some two million of them have now integrated the social network in some form.

But Facebook has made a point of wooing big media companies in the past few months. It has hired New York-based ambassadors specifically for the task, and is sending top executives out east for schmoozes. It might be working.

For instance: Facebook and Time Warner are now talking about using the social network’s login system to “authenticate” cable subscribers who want to watch online video from cable channels like TBS and HBO. Sources familiar with the companies’ plans say they are in early stages, but that the two companies are hoping to link up first with Verizon’s FiOS TV  service.

The upside for Time Warner and Verizon: It will be easy for customers to sign into Web video sites, and easy for them to tell their Facebook friends what they’re doing. That can drive more traffic and engagement, and ultimately more ad dollars or more subscribers.

And the upside for Facebook: It gets incredibly valuable data.

If that linkup goes through, it will be a big deal for pay TV operators, who have been wary about letting outsiders act as gatekeepers between their subscribers and their content. That’s why Facebook and Time Warner want to work with Verizon, a newcomer to the TV business, instead of established cable giants like Comcast.

The proposed Time Warner-Facebook linkup is a good example of what Facebook is trying to accomplish across the board. It wants to insert itself between media companies and their consumers–with “Share” buttons, “Like” buttons and Facebook Connect logins–but in a way that makes both groups happy about the arrangement.

Facebook COO Sheryl Sandberg and Dan Rose, the company’s VP of partnerships, made a version of that pitch to senior Time Warner executives in a meeting last week. The pair also hosted a presentation and dinner for about 20 other big Web publishers, including executives from ESPN, the New York Times, Condé Nast, CBS and at least one media celebrity. “Tina Brown was actually there, which I thought was sort of hilarious,” says one attendee.

Facebook has also hired two New York-based executives tasked specifically with getting big media companies on board: Andy Mitchell, previously a VP of business development at the Daily Beast, and Nick Grudin, who held the same title at Newsweek.

Executives who’ve attended the meetings say media companies seem reasonably receptive to Facebook’s approach. In part, it seems, it’s because the company isn’t Apple or Google, two heavyweights that can make Web publishers wary.

“Facebook doesn’t attest to be perfect about being perfectly transparent about where they’re going. But they’re pretty predictable,” says one meeting participant. “It’s not like Apple, where they’re closed.”

Add another: “It was very friendly. It wasn’t like meetings we’ve had with Google, where everyone’s arms are crossed.”

But publishers are also realistic–they realize by trading user data for traffic and engagement, they’re helping to build up a company that is already competing with them for ad dollars. “In the end, they’re like the other big guys,” says another attendee. “They’re both friend and foe simultaneously.”

Well, I managed to leave print journalism for all of four weeks.

Daily Beast media columnist Howard Kurtz, whose work used to appear in the Washington Post, and will now appear in Newsweek, now that the magazine is merging with his new employer.

Under the proposed agreement, expected to be disclosed on Friday, the two news organizations will be combined in a 50-50 joint venture called the Newsweek Daily Beast Company, the people said.

The two parties began exploring a merger late in the summer after Sidney Harman, the 92-year-old stereo-equipment tycoon, acquired Newsweek from the Washington Post Co. Initially, Mr. Harman sought to hire Ms. Brown as editor. The courtship sparked talks about combining the two news organizations under the editorial direction of Ms. Brown, who would report to an independent board.

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The key question hanging over talks is whether a merged operation would be big enough for the three outsize personalities that such a deal would bring together, according to people familiar with the discussions.

A deal would make Daily Beast co-founder and co-owner Tina Brown the editor of Newsweek on top of her existing editorial duties at the website, answering to two bosses who are heavily invested, both emotionally and financially, in their respective properties.

Stereo tycoon Sidney Harman, who recently acquired Newsweek from Washington Post Co., has said he didn’t buy the magazine to make money. He bought it because he was drawn to the challenge of turning it around and has strong convictions about how that can happen.

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Awesome! So says Tina Brown, in an “interview” her site is running with her today, to mark the Beast’s two-year anniversary: five million uniques, “ahead of projections” on advertising, etc. “A romping, vibrant, 2-year-old animal bursting with rude health.” (No mention of Howard Kurtz, though.)

In fact, it’s doing so great, Brown says, that Diller may end up pawning the thing off to Newsweek and new owner Sidney Harman.

Well, she doesn’t say that exactly. But she does acknowledge, out loud, for the first time, that the two sides are chatting:

We hear something is going on with Newsweek.

How clever of you to notice! Yes, there have been some interesting discussions going on, as we have with potential partners large and small all the time.

Cheeky!

Here’s a more fleshed-out version of that discussion, via the NYT:

Mr. Harman and Ms. Brown met as recently as last week and are keen on working together. But whether The Daily Beast, which is financed by the billionaire investor Barry Diller, and Mr. Harman can reach a deal that is agreeable to all parties is still unknown, this person said, speaking anonymously to reveal privileged information.

Ms. Brown has gone as far as submitting a memorandum to Mr. Harman outlining how she would run Newsweek, but Mr. Harman was also interviewing other people for the job, this person added.

A few things:

• It’s astonishing, and also true, that Harman bought Newsweek from the Washington Post (WPO) without knowing who he would hire to run the operation.
• This also means that no one is really running things there now.
• Brown would be a pretty good choice, all things considered.
• And picking up the Beast wouldn’t be a terrible idea for Harman, assuming Diller can do it at the right price: Newsweek’s Web operations are okay, but not nearly as good as they look on paper. That’s because the site is largely dependent on MSNBC.com for its traffic, and that’s not a healthy affair. Say what you will about Brown’s start-up, but it hasn’t had the crutch of a big distribution partner.

The increasingly entertaining online content site, The Daily Beast, edited by Tina Brown, is getting very good at putting together juicy collections.

Besides one on “Seven Great Talk-Show Trainwrecks” recently, it has cued up a nice group of videos of past Oscar speeches in anticipation of the 81st annual awards show this weekend, analyzing what works and what does not.

The piece, by Dale Hrabi, includes a range of stars in action and inaction, with some good tips for those who are about to receive the hallowed little golden naked man.

It boils down to: Shut up and show some humility (neither of which is a Hollywood character trait).

Here are my two faves, one a do (Audrey Hepburn in 1954 with a classy and short thank you for Best Actress in “Roman Holiday”) and, of course, a big don’t (“Sacheen Littlefeather,” actually named Maria Cruz, not accepting the Oscar in 1973 for Marlon Brando for Best Actor in “The Godfather”).

Audrey Hepburn:

Sacheen Littlefeather:

The New York Post’s Keith Kelly has already reported that layoffs are in motion at People, Time and Sports Illustrated over the next few days; I am told that cuts are also coming to Fortune magazine today or tomorrow. Here’s a Sports Illustrated employee’s take on the situation there:

We are all expecting the hatchet Thursday or Friday. Morale is dismal. One colleague of mine, uber golf writer John Garrity, told several of us that he’s taking the package but will continue on for a while as a special contributor. We expect two or three photo editors to go, and two or three members of the Sport’s Illustrated Latino staff (the Spanish language SI publication, which posted a net profit of approx. one million in ’07 and broke even in ’08, was inexplicably shuttered). Also photographers are rumored to be being cut to half time service and members of our copy desk have been asked to take up to a 30% pay reduction for which they will work fewer hours. Charlie Leerhsen, one of our two executive editors, told a few staff members that he was going to be leaving.”

In other layoff/shutdown news:

• I am told that Forbes (where I worked for many years), is in the final stages of planning cuts as it prepares to merge the editorial operations of its magazine and Web site units. Last month the company began integrating its business groups and laid off about three dozen people in the process.
• GE’s (GE) NBC Universal has laid off at least 30 people in its sales group, reports AdAge. The cuts are part of a previously reported mandate from NBC CEO Jeff Zucker to cut three percent of the company’s budget. The Post says another 80 people could be fired at CNBC.
• Barry Diller’s IAC (IACI) is breaking up its programming group, which includes ventures like College Humor, 236.com and Tina Brown’s DailyBeast.com. Some but not all of the sites will be closed down or sold off. PaidContent has details.

As always, I value reader input: You can reach me directly at peter@allthingsd.com. If you want to be completely anonymous, you can use the blind tip box here.

BoomTown has known about it forever and Radar Online gave the lowdown about the creation of the hip-sounding news aggregator Web site–headed by high-profile editor Tina Brown (pictured here)–by Barry Diller’s IAC (IACI) in a report in early April.

Think the Huffington Post, but more culture and less political wonkishness in a bolder and more colorful design.

While still in its planning stages, though, it just hired a new GM to run the business: Caroline Marks.

She was GM of Comcast’s Ziddio, a social video endeavor, and was also head of content development for Comcast Interactive (CMCSA). Marks has also worked in several high-profile mobile companies in the U.K.

Marks will reports to IAC’s Nick Lehman–who works for Michael Jackson, the head of programming at IAC–to get the project off the ground for IAC and Brown, the former Talk, Vanity Fair and New Yorker editor.

The project has already hired Edward Felsenthal, the former deputy managing editor of The Wall Street Journal (and BoomTown friend), to helm the edit side under Brown.

IAC has dabbled a lot in online content initiatives of late with mixed results. Still, it is moving forward with even more.

For example, the company is set to debut a personal financial site in a joint venture with News Corp.’s (NWS) Dow Jones (owner of this site), called FiLife, in June.