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McGraw-Hill Companies' (NYSE: MHP) BusinessWeek, suffering under the same surfeit of advertising bedeviling the rest of the magazine industry, is going in for an extreme makeover, according to Leon Lazaroff of Bloomberg. Look for more feature articles and less lifestyle coverage. Cosmetic changes will include typography, logo and graphics. Weight is not an issue, as it's already Kate Moss-thin.

The move comes in response to a 20% decline in ad sales in the first half of 2007, compared to the same duration in 2006. In contrast, the affiliated web site, BusinessWeek.com, continues to expand its ad revenue. The magazine slots in MHP's information & Media sector, which brought in $223.1 million in revenue in the second quarter of this year, with $14.7 million in operating profit for a margin of 5.9%.

McGraw-Hill will announce its third-quarter earnings next Thursday, which would be an excellent time for it to roll out the vamped-up version of BusinessWeek.

A new look for BusinessWeek (MHP) originally appeared on BloggingStocks on Thu, 11 Oct 2007 18:00:00 EST. Please see our terms for use of feeds.

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