Fortune.com’s new prominence

Joe Pompeo of The Business Insider writes Tuesday about Fortune.com, which has been rebuilt under managing editor Dan Roth.

Pompeo writes, “Asked how he thinks the ‘reinvented’ Fortune.com will stack up to Forbes.com, Roth replied: ‘At this point, I’m focusing on building up Fortune.com and making sure it complements the work being done at CNNMoney.’

“He also told us the plan is to redesign and relaunch Fortune.com by the end of the year and continue to build it out as its own brand. But how much of a distinct brand can it be if it doesn’t even have a URL or identity apart from CNN Money?

“‘Once we do a redesign to make it clearer that you’re on Fortune.com as part of CNN Money, it will make the brands work more intelligently together,’ CNN Money as a place mostly for news, and Fortune.com as a place for ‘views and some news,’ Roth said, adding of whether he would push Time Inc. to give Fortune.com a permanent URL: ‘I don’t feel that strongly about it anymore. I’m not fighting that battle.’

“Serwer, meanwhile, said Fortune.com ‘is really coming into its own under Dan’s leadership. The site has all kinds of room to grow and we aim to fulfill its potential.'”