BusinessWeek redesign aimed at Web readers
The weekly mag highlights shoter shorties and news summaries and, in doing so, changes how PR pros should pitch the pub.
In addition to a dramatic new logo, BusinessWeek is also changing the way it displays key news subjects, and is jettisoning some others. Lifestyle coverage (under the “Executive Life” banner) has gotten the axe for the most part, although wine writer Robert Parker’s column remains.
The title of an editor’s memo announcing the magazine’s redesign was, “A BusinessWeek for a busier world.” As editor-in-chief Stephen Adler explains in the memo, readers “consume business information differently than in the past as you graze through—or hurry past—reports on TV, radio, Web sites, mobile devices, elevator screens, giant tickers … [some] important, some not. Some is true, some disturbingly misguided. So in all our reporting and analysis, we’ll be focusing on sorting, clarifying and illuminating.”
To meet readers’ changing expectations for news, the new BusinessWeek will run more short stories and news summaries, and will carry only two longer features in each issue (in the middle of the book). More key changes from the redesign include:
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