The Reinvention of the Business Journal

By Jeff Rumage

Every Friday, local business executives turn to the Milwaukee Business Journal for business leads, industry trends and information that will keep them ahead of the competition.

Mark Kass, the editor-in-chief of the Milwaukee Business Journal, talks about the paper's new layout and its web-first approach to breaking business news.

Mark Kass, the editor-in-chief of the Milwaukee Business Journal, talks about the paper’s new layout and its web-first approach to breaking business news.

But in a dynamic media environment, the weekly business publication decided about 10 months ago it needed to catch up to the pace of business by switching to a web-first newsroom – posting breaking news to the web and social media before worrying what the full print story will look like.

Breaking news on the Internet is hardly a new concept, but it is rare for publishers to change their print product as a result. The reinvented print edition complements the web edition, while also providing a different editorial experience with new sections and more in-depth coverage.

“If you follow us, you need to be in print and on web,” said Mark Kass, the editor-in-chief of the Milwaukee Business Journal. “Because if you’re not on the web you’re going to miss a lot of stuff.”

Kass outlined some of the changes during a PRSA luncheon on Feb. 19.

The first thing you will notice about the reinvented Business Journal is the cover story – usually a hot topic brought to life with a splashy headline, captivating photos and in-depth analytical coverage. Kass said he also likes to tease another seven to eight stories to give readers a sampling of what’s inside the cover.

Watch: Mark Kass Talks About Reinvented Business Journal

Another change to the paper is how the pages are sorted. They are no longer sorted by industry – they are sorted by the reporter who covers that beat. This gives the reader a more personal connection with the reporter, and also allows the Business Journal to hold up its reporters as the experts of their beat.

The Business Journal also added newer features to try to connect with its readers outside of traditional editorial sections. Like the Last Call page, which features restaurant news and other lifestyle features meant to reflect the “after work hours” of Milwaukee business executives. Another new page, called The Pitch, highlights the rise of entrepreneurism and start-up tech businesses in Milwaukee.

PR pros have an opportunity to pitch their clients in the new “executive profile” section, which is published in the print edition and with a short video on the Business Journal website.

The reinvention of the Business Journal means PR professionals now have two venues to monitor business news, as well as two venues to pitch their clients. If you are going to try to make the print edition, though, be sure to call a reporter before noon on Tuesday.