Insider bids to recapture lost spirit

Scotland-based business magazine Business Insider has changed its format as part of a revamp to celebrate its 20th anniversary.

The June issue features a new look and a switch to a bigger A4-size format in a bid to give it more presence on the newsstands.

Editor Alasdair Northrop said the revamp gives the magazine a more newsy, contemporary and cleaner look. He said the change in size would give it a weightier feel and help increase newsstand sales further.

He added: “We also want to give the magazine a harder edge. Insider began life 20 years ago as a provocative, challenging read and two decades later we want to recapture that spirit.”

The title has introduced more lifestyle features and a series of Scottish innovations. Traditional features such as Scotland’s Top 500 companies and in-depth coverage of corporate dealmaking will continue to play a big part in the editorial.

Northrop has also signed up new columnists, including political journalist and former spin doctor Peter Macmahon and entrepreneur Ian Ritchie.

The revamp was carried out by Business Insider designer Rhonda Jamieson and freelance Mike Gill, former designer on Business AM.

Business Insider celebrated its 20th birthday with a special issue in April.

The title was acquired by Trinity Mirror four years ago and has an estimated circulation of 18,000.

By Ruth Addicott

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