This really is a genius design concept from editor Ellen Pollock and creative director Rob Vargas. On the cover of Bloomberg Businessweek’s fourth annual “The Year Ahead” issue, out today in the U.S. and internationally Friday, is the familiar sight of a New York City newsstand.
But look a little closer and you will notice that the magazine covers (and one newspaper) arrayed around the vendor are in fact Bloomberg’s “pastiche” versions of popular titles like People, Wired and The Economist. These same items appear in larger form inside the issue to frame five sections about the economic, technology, finance, energy and retail trends that Businessweek believes will make a difference in 2017. There’s also a Time-like cover for the introduction, which declares 2017 to be the “Year of the Year.”
The energy section placeholder, which pays tribute to Muscle & Fitness and other muscle magazines, is the standout. In part because the cover lines dovetail so perfectly with the subject matter.
In her editor’s letter for the issue, Pollock writes: ‘Think of it as a little reminder that magazine journalism—whether you consume it on paper or an iPad—remains an important tool for understanding what’s going on in the world.’ She adds, to FishbowlNY: “While it’s become popular to blame journalism for everything from the polarized electorate to ill-fitting pants, think about how clueless we’d all be without good and gutsy reporting.”
Businessweek issue cover: photographed by Steven Brahms; set designed by Jason Singleton.