Special Report: Publishing Business Conference and Expo 2012: Excellence and Innovation Take Center Stage
Speakers at this year’s Publishing Business Conference highlighted opportunities for publishers willing to embrace bold strategies.
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Key to this effort, he said, was creating a magazine that is comprehensive, seductive and surprising. The first goal was achieved by making use of Bloomberg's worldwide stable of reporters. The second, by introducing more narrative journalism and photography. The third, via top-notch design. It all added up to a product overhaul good enough to constitute a true reinvention of an 82-year-old magazine. "Be aware that there's a big difference between reviving a brand and overhauling a product," he said. "It's the difference between a tail and a dog. Make something great and broadcast your belief in its greatness."
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James Sturdivant
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