Once again, yes. Mr. Tyrangiel and his team have managed
to make Bloomberg Businessweek a must-read with provocative cover
stories, smartly packaged departments and briefings, and a marked
irreverence about the subject matter at hand.
A January cover on the Continental-United merger titled "Let's
Get It On," for instance, showed one airplane mounting another like
a barnyard animal in heat and promised "an inside look at the
complexity and absurdity of making the world's largest airline."
It's worth noting that Mr. Tyrangiel and his partner in crime,
Creative Director Richard Turley, who emerged as a magazine-design
rock star after joining Businessweek from The Guardian, sit
opposite each other in the magazine's open-office plan (more on
that in a bit).
Bloomberg Businessweek doesn't appear on the Magazine A-List
proper, as it's still on its way back into the black. But we're
naming Mr. Tyrangiel Editor of the Year for helping to bring the
brand back from the brink with talked-about content that makes the
most of Bloomberg's investment in good old-fashioned editorial
Ad Age spoke to Mr. Tyrangiel on Oct. 9.
On Bloomberg Businessweek's buzzy covers: "I'm
glad that our covers have captured a lot of attention and that some
people call them controversial, but that 's really only because the
stories themselves are controversial. I think part of it is that we
have a group of people here who are not afraid to handle really hot
subjects. I like that we have journalists who really want to do
stories that ask very difficult questions that are sometimes in
conflict with the people that we cover."
On merging edit and art: "I have always
believed that the old magazine-manufacturing assembly plant, where
you get some words, you send them over to the art department and
they send it over to photo, just didn't make any sense. So I made a
conscious decision that editors, photo editors, writers and
designers should all get mixed together -- and particularly editors
and designers should sit next to each other -- because they
influence each other's thinking."