After tinkering with its Web site earlier this week, Bloomberg has now taken its makeover kit to this week’s print edition of Bloomberg BusinessWeek.
The Wall Street Journal (which, as paidContent rather crankily points out, got access for coverage of the redesign) is painting it as the first major sign of change since Bloomberg bought BusinessWeek late last year.
The Journal sees the Bloomberg BusinessWeek relaunch as a part of a bid by Bloomberg to broaden its audience. We’d agree with that, given that a recent redesign turned Bloomberg.com from a black hole of financial news into a friendly, cheery, stock-obsessed laptop companion.
On the print side, Bloomberg has broadened another thing — its own name; the cover gives both “Bloomberg” and “BusinessWeek” equal billing. That’s justifiable in part because Bloomberg journalists now contribute a substantial portion of the magazine’s content. As a result, the new magazine will have more news pages in each issue, says the Journal.