Philadelphia Business Journal: a total reinvention
TAKEAWAY: Another Project Pinstripe launch has taken place, this time the Philadelphia Business Journal. Unification and continuity for the American City Business Journals brand and storytelling continues as the fourth of 40 titles unveils new look.
Front page of first issue after relaunch of Philadelphia Business Journal
The List is an ACBJ exclusive and one of the best read sections of the newspapers
The front page before and after redesign/rethink for the Philadelphia Business Journal
An aim of the ACBJ Project Pinstripe is to bring brand unity across all 40 titles of the firm: here the first four to launch, from top, Silicon Valley Business Journal, Washington Business Journal, Cincinnati Business Courier and Philadelphia Business Journal
As you can imagine, it is not an easy task to unify the look and storytelling philosophy for 40 weeklies. But, so far, it is working well, and this week the Philadelphia Business Journal became the fourth title to put those pinstripes on its logo , complete with the centerpiece story on the cover, and a total rethinking and revamping of every page for this financial weekly.
It is part of the effort of American City Business Journals to unify its 40 weeklies, published across the USA, and to bring a common style of storytelling, story hierarchy and visual presentation.
Jon Wile, creative director for ACBJ, tells us that Philly’s launch has another success story:
We now have 10% of the core properties at American City Business Journals redesigned. So far, it’s been quite a success. Lots of good stories on this one. Very happy that we got both casino mogul Steve Wynn and former British PM Tony Blair in 1-on-1 interviews for separate stories relating to Philly! Early reactions have been positive.
Adapting to change, rethinking job descriptions
The first issue included exclusive stories: interviews with casino mogul Steve Wynn and former British PM Tony Blair
One of the fun parts of this reinvention at ACBJ is seeing a success story like John Spencer of the Philadelphia Business Journal.
Spencer, who has been at the paper for over 25 years, was originally hired as a cartoonist, then became a layout editor and now has a a hybrid Print Editor/Lead Designer role.
“He’s flourished in his new spot, taking on more traditional “editor” duties and becoming a stronger story-teller, especially with charts and data,” says Jon.
“I’ve learned that reporters won’t necessarily hate you for cutting their stories when you present them in a visual way that supports the story-telling,” says Spencer. “In fact, sometimes they don’t notice the cuts at all.”
Taking on the extra responsibility has allowed Craig Ey (Editor-in-Chief) and Dell Poncet (Managing Editor) to focus more on PBJ’s daily digital editions and less on the weekly print edition.
“Spence has the journalistic chops to handle this and we feel very comfortable with him in this role,” said Ey, who came up with the idea of the hybrid position.
“Spence has not only embraced the change, but he’s owned it from the very beginning. He was never scared of adapting or reinventing himself,” said Jon. “Now he’s a newsroom leader that people can trust and rely on.”
Next up for ACBJ? Putting “pinstripes” on the Kansas City Business Journal in two weeks.
Reed Reibstein and I at Garcia Media have worked closely with the ACBJ team, including Emory Thomas, chief content officer for American City Business Journals and creative director Jon Wile. Over the course of a year, and a half-dozen workshops, we have created a formula that is flexible enough to allow for the specific and unique features of each of the titles, while establishing a foundation that ensures a similar style for telling stories and for adapting to a digital first philosophy in the presentation of content.
Previously about American City Business Journals:
A total rethink for Cincinnati Business Courier
https://garciamedia.com/blog/articles/pits_a_total_rethink_for_cincinnati_business_courier_p
It’s a new Washington Business Journal
https://garciamedia.com/blog/articles/pits_a_new_washington_business_journal_p
The design of the Silicon Valley Business Journal, from prototype to reality
https://garciamedia.com/blog/articles/the_design_of_the_silicon_valley_business_journal_from_prototype_to_reality
Silicon Valley Business Journal: Creating the ultimate multi-platform operation
https://garciamedia.com/blog/articles/silicon_valley_business_journal—creating_the_ultimate_multi_platform_opera
Lessons learned from Silicon Valley, and a look at some details of SVBJ
https://garciamedia.com/blog/articles/lessons_learned_from_silicon_valley_and_a_look_at_some_details_of_svbj
Pages we like
Last week The Guardian published a story about fashion designer icon Karl Lagerfeld “falling in love” totally with his new cat, Choupette, a white siamese, and how he would marry the feline if it was possible.
In its Sunday edition, the German daily Bild, took the story to the next level with a double page devoted to Lagerfeld and Choupette: with a headline that read, Male Cat Karl.
And a memorable quote from Lagerfeld:
I have more than 2000 photos of Choupette in my cell phone
http://www.guardian.co.uk/commentisfree/2013/jun/05/karl-lagerfeld-cat-love