Canada’s foremost business magazine, Canadian Business, is doubling its publishing frequency to twice monthly.
The decision, according to publisher Paul Jones, is one that was made nearly seven years ago but it has taken that long to implement.
Besides increasing the frequency, the magazine has undergone a redesign. The first such issue (Sept. 12) features a more modern, sans-serif banner and a punchier cover photo.
Inside, changes include dropping regular columnists such as Garth Turner and Peter MacDonald in favor of more, shorter stories – as many as 12 to 15, instead of the current eight.
‘Newspapers tell you what happened yesterday, business magazines like [the old] Canadian Business give you timeless stories – but there is nothing in between,’ says Jones.
The new Canadian Business has been designed to fit that niche, says Jones, adding that stories will be more ‘opinionated – in the sense that every one of the stories will come to a conclusion.’ Jones says he wants readers to feel the articles weren’t a waste of time to read.
As for advertising dollars, Jones says he expects the magazine to attract advertisers who could use more frequency during their peak selling periods, as well as short lead-time advertisers who currently use the financial dailies, and those in the financial services industry.
