Lucia Moses of MediaWeek reports that the revamped BusinessWeek being shown to potential advertisers plans for shorter stories, more pages, and three more issues per year.
Moses writes, “Buyers who have seen a mock-up of the relaunched issue called it fresh and modern looking. The Bloomberg name, which was added after Bloomberg LP bought the title in December, is bigger on the cover, and new skyboxes tout the issue’s content. The magazine itself will be printed on heavier stock.
“As for the content, BusinessWeek plans to publish more articles, but shorter ones, which will let it fit twice as many stories in 20 percent more edit pages. People will figure more prominently on the cover and inside the magazine as a storytelling tack. And the weekly will add leisure/arts coverage, told through a business lens.
“‘They’re going to keep the gist of what a weekly business publication is and at the same time do more deep-dive stories,’ said Darynda Jenkins, senior vp, group media director at TM Advertising. She said the lifestyle coverage could help BusinessWeek expand its audience while the emphasis on people could help set it apart from Fortune and Forbes. ‘What they’re looking for are business stories that aren’t the same old stories you see across all the titles.'”
Read more here.
