Today Adweek launches its redesign, and as Editorial Director Michael Wolff mentioned last week, it is certainly “bigger, bolder.” In the new issue Wolff discusses the changes in more detail, explaining that the Adweek needs to take a deeper look at more items than ever before:
To put it mildly, trade magazines, with their narrow-focused insularity, are not the most logical place to turn when the world is exploding. So the reinvention here at Adweek needs to be as total as any in the media world.
The “reinvention” is plain to see, and the tone of the magazine – a bit more daring than before – jumps right out at you. An article on Arianna Huffington as a sex symbol sets the bar right where Wolff seems to want it.
It remains to be seen if expanding coverage is the right move for Adweek, but Wolff is definitely someone who can pull it off. He might anger tons of people during the process, but in the New York media world, if you’re not making someone mad, you’re not doing anything worthwhile.