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A New, Trimmer Look for Fortune Magazine

September 9, 1996

NEW YORK (AP) _ Fortune magazine apparently believes less is more as a redesign to boost sales and sharpen its image has resulted in a dramatic narrowing of the formerly oversized business glossy.

The biweekly, now an inch narrower, also has a new look inside. Changes include a new ``Digital Watch″ section on trends and products in technology and an expanded ``Personal Fortune″ area on investing, financial management and spending.

The 13th redesign in the 66-year history of the Time Warner publication hit newsstands Monday with the Sept. 30 issue, and was introduced at a splashy luncheon at The Four Seasons restaurant in midtown Manhattan.

The new Fortune is the same length top-to-bottom but its smaller 8-inch width is designed to better fit into display slots at newsstands, said John Huey, the managing editor.

Michael Pepe, the group publisher for Fortune and Money magazines, said the cost savings from trimming the magazine’s size will be invested in adding to the content inside.

Jolene Sykes, the publisher of Fortune, said the reorganization not only makes it easier for readers to find what they want, but also helps advertisers target sections related to their products and services.

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