Lucia Moses of Adweek writes about the redesign of Bloomberg Businessweek.com, which she says has more dominate photos on the home page, and there are bright color-coded section tabs.
Moses writes, “In terms of the content, there will be more analysis and offbeat stories, like a recent article on an odd new combination tablet-smartphone with the jaunty lede, ‘Is it a bird? Is it a plane? No, it’s a Padfone.’
“‘Businessweek wants to be the brand for the new breed of business leader, who is much more global-minded, more curious abut the world,’ explained Paul Bascobert, president of Businessweek. ‘This is the Bloomberg Businesweek brand online. The brand essence is about new angles on stories.’
“The revamp of Businessweek.com also gave its execs a chance to differentiate it from Bloomberg.com. Bloomberg bought Businessweek to raise the profile of the company, which is better known for its subscription-based financial services, and it’s not missing the opportunity with Businessweek.com, which will now feature more links to flagship site Bloomberg.com.
“‘We have two pretty good Web sites that serve different functions,’ said Josh Tyrangiel, the editor of Businessweek and Businessweek.com. ‘Bloomberg.com has hundreds and hundreds of stories a day covering [news] in real-time. [Businessweek.com] will have fewer stories. But the brand is a bit more colloquial and analytical. They can, and will be, more distinct and point back and forth.'”
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