Magazine Remake

With the Aug. 23 issue of Denmark's Penge & Privatøkonomi, readers will see a brand new magazine, complete with new logo, layout and two new sections. "The magazine's format is more business-like and has a slightly smaller format, and we've made some strong distinctions with some of the graphic elements to counter readers criticism of being repititious," says Søren Verup, editor-in-chief. But even if the format is smaller, there will be even more content, with an additional eight pages - future issues will all be at least 84 pages.

The updated magazine, published by Bonnier Publications, will also have an expanded, sharper and deeper investment section. "Here, we're taking several articles analyzing interesting stocks, companies and investments and putting into a wider global perspective," says Verup. "To become a successful long-term investor, it's crucial to understand each company in depth, while at the same time understanding the broad outlines of the global financial world."

There will be as well a new career section in the middle, focusing on the economic and practical aspects of working life. "Workers are our main asset," says Verup. "We're providing a benefit by helping them optimize their salaries and personal development."

Readers for the magazine are well-educated, have solid incomes and are generally between 30-55 years of age. "Part of the reason we did the redesign was to get younger readers and more women, but also to maintain and increase circulation and increase ad revenue," says Verup.