New design, new vision, new hopes for Bloomberg Businessweek

BLOOMBERG BUSINESSWEEK’s website and print edition have been given a radical new look. The website design was unveiled last week and the magazine was seen on newsstand this past weekend.

The fast-paced Bloomberg culture is reflected in the makeover; article sections on both the website and in the magazine have been color-coded for easy access.  The magazine has doubled its pages with 20% more editorial but with shorter articles that include summaries and “bottom line” takeaways – all designed for busy readers, who want the facts at their fingertips.

“Our goal with the relaunch is to create an indispensable business magazine for global decision makers and an engaging platform for advertisers… we’re offering readers more – more stories, more pages, more issues, and more global perspective.  I like to think of this as first issue of the last business magazine you’ll ever need,” Bloomberg president Paul Bascobert was quoted as saying.

The magazine now begins with Opening Remarks, a weekly comment on the important news items of the week, followed by five weekly sections – Global Economics, Companies & Industries, Politics & Policy, Technology, and Markets & Finance.  There are plans to add a sixth section highlighting one particular aspect of business such as clean energy.

Features remain the center of the magazine and Editor Josh Tyrangiel promises to have “in-depth storytelling and photography that introduce you to the people, places, and ideas shaping our world.”  The magazine finishes with a new section, Etc., about the workplace and leisure time.

An expanded masthead now promotes 10 stories inside the magazine and also sports a new logo where both company names have equal billing – a clear sign that Bloomberg writers will be contributing even more to the print magazine.

Bloomberg Businessweek has 146 bureaus across 72 countries with 1,700 journalists.  It claims to have more than 4.7 million readers in 140 countries.  Last fall, Bloomberg purchased the publication from McGraw-Hill after it reportedly lost $40 million in 2008 with estimates running close to $60 million in 2009.

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