Phyllis Fine of MediaPost critiques Bloomberg Businessweek magazine, noting that it is trying to combine lessons from Web publishing with many of the traditional strengths of print mags.
“However cute that cover is, it’s somewhat misleading editorially. You expect a fast-moving, caper-like story, but the essential narrative (of how Dallas police attempted to stop the recycling of copper that’s been stolen from city essentials like power lines) is bogged down with too much explanation and too many statistics.
“Here’s a case where BBW needs to compete with the Web by emulating the best of long-form print journalism, which charms and entertains as well as informs. I’m thinking of magazines like Esquire, but consider also those great front-page features in The Wall Street Journal, geared to an audience that appreciates a stylish turn of phrase as well as the latest stock prices.”
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