‘Bloomberg BusinessWeek' rolls out redesign

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New York—Bloomberg BusinessWeek on Thursday officially launched its redesign. On the cover of the 136-page issue, dated April 26, is a photo of Goldman Sachs CEO Lloyd Blankfein under the headline, “Hard Target.”

The story inside looks ahead to Blankfein's testimony in front of a Senate subcommittee, scheduled for next Tuesday.

In an interview Bloomberg BusinessWeek Editor Josh Tyrangiel said the story was an example of how the news stories in the magazine look ahead. “Our job is not to review the week's news; our job is to get people ready for the week ahead,” he said.

The magazine's cover also sports a new Bloomberg BusinessWeek logo in which “Bloomberg” is the same size as “BusinessWeek.” This font-size equality emphasizes the contribution made to the magazine by Bloomberg's 1,700 journalists around the globe.

When Tyrangiel was asked which stories in the new issue were examples of the magazine taking advantage of Bloomberg's journalists, he said, “There's no single example. Look at any story in the magazine, particularly in the first 40 pages—those were all accomplished working with Bloomberg,” he said.

The magazine will increase its frequency from 47 issues a year to 50, and it is using a heavier paper stock. Creative Director Richard Turley led the redesign.

Bloomberg BusinessWeek President Paul Bascobert, who left Dow Jones last year to join Bloomberg, and his sales team are charged with selling the revamped magazine to marketers. In an interview, Bascobert said, “Obviously, it's a tough market out there, but we're fighting every day for our share of it.”

B-to-b advertisers in the new issue include Cargill Inc., Citrix Systems, GE Capital, Hewlett-Packard Co., IBM Corp., Juniper Networks, Microsoft Corp., SAS and Scheider Electric.

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