Posts Tagged ‘Fortune’

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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

Newborn child, seconds after birth. The umbili...

Image via Wikipedia

The Sidebar Review is in its infancy, and just like a little baby who can’t survive without its mother’s care, this little blog has the potential to wither away if I don’t make the time to update it.

But I won’t let it die.

Here’s why: The Sidebar Review wasn’t created because the world needs more blogs. Or more opinions. Or because magazine editors need some random person criticizing their work. The Sidebar Review was created because I wanted to learn what other magazines do. I’ve been working in publishing for 11 years, but for the same company the whole time. I’m curious what makes other magazines tick. And I realize there’s a ton of magazines I’ve never even looked in before because I’m not a part of their target audience.

That is ending. I’m rapidly picking up magazines I’ve never opened. Coming up for review are Fortune, Forbes, Playboy, Golf World, Baltimore Magazine, and Sailing World. And a new friend of mine that I met through blogging, FlyingGma, sent me several copies of her favorite magazine, Flight Training, to review. How cool is that?

Already I’ve learned different treatments of sidebars, editor’s notes, photography, illustrations, storytelling and cover blurbs. Some magazines’ web integration is incredible — others have lackluster websites. It makes me more conscious of what I do on my own magazine at work. It makes me more aware of what’s going on in the publishing world.

So I’m going to keep my “baby” nourished and healthy. I’ll teach her diversity. I’ll try to keep her clean and happy.

And I’ll hope she finds a few friends who don’t mind stopping by to visit.