Bloomberg Pursuits wants to grab reader’s attention

Andrew Weber of Capital New York interviewed Bloomberg Pursuits editor Ted Moncreiff about the magazine’s strategy.

Here is an excerpt:

CAPITAL: Magazines have traditionally been very strategic about the way they release new covers to the public. (For example, in the world of women’s magazines, it’s all about the latest female celebrity to grace the cover.) Do you think cover art has the same impact on readers that it used to?

MONCREIFF: We aren’t on newsstands—we’re shipped to 384,000 busy finance professionals in 168 countries, users of the Bloomberg Terminal—but the demands are the same: to get the reader’s attention—and to hold it. There’s an enormous freedom in being subscriber only; it allows for more possibilities than the usual celebrity-driven cover formula.

CAPITAL: How do you keep a luxury magazine from resembling a catalog for high-end goods?

MONCREIFF: Storytelling and first-hand reporting underpins everything we do at Pursuits, and so we rarely focus on a single luxury good or service. Rather, we report on the lifestyle that surrounds such purchases, which invariably involves art and architecture, food, philanthropy, travel. Even our fashion shoots are invariably shot on location with an underlying narrative; the clothing and accessories, although important, are not necessarily the first thing you notice.

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