Examining the ForbesWoman brand

Robert MacMillan of Reuters takes a look Monday at the launch of ForbesWoman.

MacMillan writes, “There comes a time when you launch a magazine, but you don’t call it a magazine. Forbes, publisher of its namesake business magazine and luxury business title ForbesLife — and fresh off layoffs that are bruising most of the U.S. print media business – is starting ForbesWoman.

“Rather than a magazine, the publisher is calling it a ‘brand,’ which moves with the prevailing wisdom these days that you want to attract readers wherever they are, so you put the ‘brand’ wherever it is. In that case, this means a quarterly magazine, bagged with copies of Forbes for female subscribers. It also means a website, which even a guy like me can read. In addition, it promises research, conferences and other events for its audience: women in the business world.

“ForbesWoman’s press materials talk about its official launch, though it’s worth nothing that this is a retooling of something that you have seen before: ForbesLife Executive Woman, the somewhat awkardly named title that it started in 2007. Moira Forbes, daughter of Forbes Chief Steve Forbes, will publish the new magazine and Carol Hymowitz will edit it.”

Read more here.