Story wrote, “‘If you think about it,’ said Martin S. Walker, chairman of Walker Communications, a magazine consulting firm in New York, ‘no one goes to the Web to see the latest Oscar de la Renta beautiful gown. You want to see it on a beautiful full-color magazine page. What works on the Web is news and information, and that is basically what business magazines are.’
“From an advertiserâ€™s perspective, the new BusinessWeek is designed a bit more like a Web site. There are more opportunities for companies to buy ads near articles related to their industry, and the magazine is broken into chunks, with four separate tables of contents. Readers tend to linger on such tables, so the ad pages next to the start of each section could prove to be lucrative. There are also more ads at the front of the book.
“Borrowing another theme from the Web, the magazine has added a feature within articles called links, which summarize related articles from other publications. Several media outlets do the same thing within their pages, but it is more novel for a publication to do so right next to its own work.”
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