Fortune: Good Magazine in a Market of Strong Competitors

Posted: February 6, 2011 in Grade: B, Magazine: Business, Magazine: National, Reviews
Tags: , , , , , ,

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Fortune (http://money.cnn.com/magazines/fortune/)

Issue reviewed: September 27, 2010, Vol. 162, No. 5

  • Published in New York, N.Y., by Time Inc.
  • Circulation: 830,000
  • 142 pages, perfect-bound

Audience

  • median age: 46
  • median HHI: $108,440
  • 57% male
  • top managers and executives

Editorial

Fortune is blessed with good writers and good story concepts. The writing is satisfying and the sidebars are relevant. Fortune dares to take on some of the big companies, even including an article on why you shouldn’t buy Apple stock.

Design

The design of Fortune is a little clunky occasionally. In general, the color palette is simple, masculine and bold. The illustrations are good, and the sidebar/chart treatment is pleasing. The photography throughout is very strong. But the clunkiness of the headlines is distracting. That font wasn’t cool decades ago and it isn’t cool now.

What’s Best

  • Chunky nuggets: Fortune capitalizes on readers’ short amount of time to read by breaking the copy into bite-size morsels that still actually tell you something or mean something. The charts are attractively simple, the stats are interesting, and the information is concise.
  • Content: The storytelling in Fortune is very human. Even though the audience is businesspeople, the stories are relatable to a broader group of readers. The editorial ranges from interviewing skills to stock prices to leadership to answering questions like “Should I accept my employee’s friend request?”
  • Corrections: I love a good correction. We all jack stuff up sometimes, and it’s how we handle it when we do that matters. I enjoyed Allan Sloan’s correction: “In my last column I wrote that President Obama wants to increase taxes on dividends for the ‘rich’ to 39.6% from the current 15%. That’s wrong … Sorry for the mistake. But I stand by my original point that tax rates don’t drive the market.”

What’s Worst

  • Headline font: Many of the headlines are typed in a thick, black Italic font that reminds me of magazines from the ’70s. It’s heavy and hard to read.

Overall Opinion

This magazine is a good read and could hold my attention for a solid hour. Its online component adds even more value, with video and searchable content. But the business magazine market is saturated, and other contenders, like Forbes, BusinessWeek and Inc., are more visually breathtaking and have a better online presence. I give Fortune a B for its good content but lack of a wow factor.

I invite your comments! Check out the magazine or its website and tell me what you think of it.

–Tyler Reed

Editor, The Sidebar Review

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Comments
  1. I haven’t read Fortune for a long time, but was amazed at how different it looks. More pictures and diverse advertising. You mention lack of a wow factor, but considering the subject matter, they probably aren’t doing too bad!

  2. Tom, I wondered if I was being too harsh. Fortune is very good. (Sorry for the backtracking — it’s what I do!) I felt very warm and fuzzy toward the magazine in the first half, but as I neared the end, I felt more cold and empty and starting fantasizing about other business magazines. I used to be a huge fan of BusinessWeek (pre-redesign), but I haven’t seen too many copies of the new version; all I know is, the older version always left me exhausted yet energized because of its ton of useful and visual information. I longed for that feeling at the end of Fortune.

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