TITLE

Venerable `Forbes' looks for new buzz with fresh design

AUTHOR(S)
Kerwin, Ann Marie
PUB. DATE
October 1999
SOURCE
Advertising Age;10/4/1999, Vol. 70 Issue 41, p3
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the redesign of the business magazine Forbes as of October 1999. The redesign is an attempt to regain some of the luster that the 82-year old magazine has lost to its rivals like Fast Company and Fortune. The redesign comes 10 months after Editor William Baldwin took the reins from James Michaels. The redesign, a collaboration between the magazine's Louis D'Vorkin and design consultant David Herbick, makes the magazine easier to navigate and more reader friendly. It emphasizes clearly delineated sections, as well as consistent elements within sections to signal to readers what they can find on each page. The new Forbes also features a revived The Informer, a gossip-driven page dropped about eight years ago. Advertisers were not pre-sold the redesign because the primary reason for the updated look was editorial and not advertising.
ACCESSION #
2335734

 

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