There comes a time when you launch a magazine, but you don’t call it a magazine. Forbes, publisher of its namesake business magazine and luxury business title ForbesLife — and fresh off layoffs that are bruising most of the U.S. print media business – is starting ForbesWoman.
Rather than a magazine, the publisher is calling it a “brand,” which moves with the prevailing wisdom these days that you want to attract readers wherever they are, so you put the “brand” wherever it is. In that case, this means a quarterly magazine, bagged with copies of Forbes for female subscribers. It also means a website, which even a guy like me can read. In addition, it promises research, conferences and other events for its audience: women in the business world.
ForbesWoman’s press materials talk about its official launch, though it’s worth nothing that this is a retooling of something that you have seen before: ForbesLife Executive Woman, the somewhat awkardly named title that it started in 2007. Moira Forbes, daughter of Forbes Chief Steve Forbes, will publish the new magazine and Carol Hymowitz will edit it.
Here’s a sample of what to expect. From the press release:
ForbesWoman on Forbes.com will serve as the premier destination for professional women, with breaking news, prominent voices, regular features, in-depth reports and columns, peer-driven social networking and numerous opportunities for dialogue and interactivity. ForbesWoman content areas include: Leadership, Power Women, Entrepreneurs, Net Worth, Style, Wellbeing and Time. It will also offer a video series, “Smart Women Now,” and featured columnists who include Moira Forbes and economist Sylvia Ann Hewlett.
ForbesWoman online launches with a special report entitled “The New Executive Woman,” sponsored by Audi, which profiles the modern day female executive. This report includes: “Rule Breakers,” a story about how more women are taking greater control of their careers; “Making Money in a Downturn,” profiling how women have stayed on top of their game in these challenging economic times; “The Year’s Savviest Celebrity Businesswomen,” a look at the most successful celebrity businesswomen; “Managing a Family,” about how women manage high-powered careers with children; “How She Leads,” a study that investigates if women have what it takes to be leaders; and “How She Gets Ahead,” which provides networking and management strategies.