Business Today

Letter from the editor-in-chief

We all know how speed and connectivity are transforming the business environment. The same forces are also driving change in the need for business information.

Aroon Purie        Print Edition: June 28, 2009

We all know how speed and connectivity are transforming the business environment. The same forces are also driving change in the need for business information. Business Today has been providing you insights into this change for the past 18 years. The fact that we have been the leading business magazine of the country for over a decade, and that too with a big margin, means we must be doing our job well. But we have not been resting on our laurels. As anyone in business knows, smugness is the kiss of death. In that spirit, we had decided several months ago to rethink the magazine's design and approach. We reviewed the relevance of magazine in the age of information overload-when you are inundated with information from multiple platforms of mobile phone, television and computer.

In this clutter of information, you need clarity, understanding and insight into what is happening. That's what a magazine's role is. The keyword which applies to all businesses applies to us too: value-add. The challenge is to provide value-added information with clarity. Our revamp has been done with this in mind. As you read the magazine, you will notice change in every single page. Though the core offering is still the same-most relevant business stories of the day presented in the most engaging fashion-the new Business Today is like a 3-course meal. The starter consists of short stories that provide context to the most newsy events in an interactive format. Wit and wisdom go hand-in-hand in this section. As we whet your appetite for longer, in-depth articles, you will move to feature stories on a range of topical issues. Each of these features fulfils the India Today Group's promise of simplifying the complicated through good writing, research and visuals.

I also draw your attention to our case studies and Harvard Business Review (HBR) exclusives. Unlike most other case studies, ours are based on the experience of real entrepreneurs. The third and final course of our offering is in the form of utility pages, which has advisories on topics ranging from investing to developing soft skills to leadership lessons from the who's who of India Inc. Don't forget to take the BiQ-Business I.Q.-test in this section.

In bringing these changes to you, we were guided by the fact that magazines are not our only competitors. Business Today competes with every medium that tells business stories and tells them well. The medium most actively debated right now is the Internet. We are, of course, available on the Net. In fact, more than one section of the new BT will be based on direct and multiple interactions with our readers on the Net. The online-offline convergence will only become better with time. In print, BT has been your most trusted guide for business news. I hope it will always remain so. And you like our new avatar.

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