Esquire, The New Yorker, Backpacker, and Wired were all big winners at last night's National Magazine Awards, although the mood was much more subdued this year, not surprisingly. [ NYT, WWD, NYP]
Portfolio's Joanne Lipman reflects on what went wrong. [Newsweek]
• Hollywood might be on track for its best year ever at the box office. [WSJ]
• A roundup of the winners at the Tribeca Film Festival. [NYT, THR]
• White House Social Secretary Desirée Rogers appears on the cover of the new issue of WSJ. The idea of having her pose in an Oscar de la Renta gown in the First Lady's garden was vetoed by the powers-that-be, wisely. [WWD]

• President Obama's press conference drew 28.8 million viewers, but that's down 29% from his March conference. [Time]
• The Washington Post Co. reported a quarterly loss for the second time in less than a year as ad revenues plunged. [WaPo]
• Is the media to blame for hyping the swine flu story? Maybe! [The Lede]
• Four years after Tom Cruise jumped on Oprah's couch (and Sumner Redstone "fired" him), the actor seems to have resurrected his image. [TDB]
• Hasbro and Discovery Communications plan to launch a channel with programs based on G.I. Joe, My Little Pony and "other classic toy brands." [NYT]