Meet Bloomberg Businessweek’s 34-year-old creative director

Dan Frommer of The Business Insider interviews Bloomberg Businessweek creative director Richard Turley, whose redesign of the magazine has drawn rave reviews.

Here is an excerpt:

What should a business magazine look like in 2011?

It should look like a magazine.

You kind of have to celebrate the fact that you’re on paper and that there’s a certain narrative drive to the structure of a magazine, which people like and respond to.

You start with small bits at the front, and work through to bigger things; the narrative arc of that. You dip in and out in a magazine in a much different way than you dip in and out of things on the Internet.

One of the things I wanted to do was to have a magazine which you could graze. The idea that you could have two different kinds of reading experiences. One where you just flick through it. There’s a lot of ways of getting into articles, there’s a lot of things going on the page that hopefully catch your eye. So you can have a rich reading experience without actually reading the magazine. But, if you want to read the magazine, there’s a lot there to read.

Most people engage in a magazine in both of those ways at different times. I think most people probably pick up a magazine, flick through it, look at the things they want to read, put it down, and then pick it up again when they’ve got some time to engage in the longer articles.