"... you have to be a must-read ..."
"They didn't stand out as being a must-read, and you have to be a must-read in some way."
More: Newsweek ends 80-year print run, goes all-digital - Israel Culture, Ynetnews
According to The Free Dictionary, must-read means "a piece of writing that should or must be read." How about the above underlined sentence. Does that mean you have to be a reader?
Re: "... you have to be a must-read ..."
It means Newsweek wasn't a must-read publication during a time when it needed to be one (ie the digital transition)