Real Business adopts mini format

Monthly Real Business claims it is the UK's first business magazine to adopt a "miniature" format — similar to that popularised by Glamour — as it relaunches in a bid to adopt a more mainstream consumer design.

Editor Adam Leyland said: "We were a very distinctive magazine when we launched, but the market is more competitive now. By being the only one in this format we are confident that we will really stand out. The new design borrows heavily from the consumer magazine world. And why not? It's time for business magazines to enter the consumer mainstream."

The relaunch will see a 50 per cent increase in articles, most of them shorter, which Leyland claims will enable readers to dip in and out of the new thicker and more compact magazine.

The change in format is due in September, when Real Business will also launch a website, realbusiness.co.uk, which will include interactive forums, regular news alerts and blogs.

Leyland added: "The website gives us the opportunity to become more like a daily paper. We will be the business magazine for the Blackberry generation."

Real Business has an ABC circulation of 43,370, mostly controlled free.

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