tip off

BRW: You’ve got male

BRW has once more submitted to an overhaul. The result is a more masculine product – and fewer women. Inside, the look is tighter, text is more condensed and the colours are subdued. There is no more pink.

Peter Roberts, Managing Editor, introduces the “simpler, more businesslike look” thus: “BRW has undertaken a huge effort to understand the business information needs of you, the readers, in 2007. We used substantial research commissioned from ANOP, focus groups and personal and online surveys to drill down to the information you value and how you like it presented.”

Five women appear in the renovated mag: One in Brett Whiteley’s Arkie Under the Shower, Therese Rein (beside Kevin Rudd), an air hostess in a house ad, a woman on a bicycle advertising BRW ’s executive gift guide (mostly products for the modern male) and chief executive of UBS Liz Cacciottolo in a short piece outlining her tips for wealth creation. Eight women are listed in the magazine’s index.

It’s quite a contrast with the previous revamp. See for example the September 13-19 publication. Nine women’s faces look out of that edition across ads and editorial.

The difference, however, is that five of them (including managing director of Seek Helen Souness and Insurance Council chief executive Kerrie Kelly) are a source for articles. At least 12 women are indexed.

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