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Article: 'Rolling Stone' reinvents itself; Aging icon redesigns for comeback.(Brief Article)
- Article from:
- Advertising Age
- Article date:
- August 26, 2002
- Author:
CopyrightCOPYRIGHT 2002 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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In another lifetime, B.J. Rubin is Rolling Stone's bread-and-butter reader. Just not this one.
``I don't read Rolling Stone,'' said Mr. Rubin, 24-what the magazine says is the median reader's age-and an avid music fan. ``Everything they've covered as hip and new I've known about for a year.''
And so, in a bid to woo back the Mr. Rubins of the world, Rolling Stone late this week rolls out its high-profile remodeling, courtesy of new Managing Editor Ed Needham and Art Director Andy Cowles, beefing up music coverage, sharpening the design, and de-emphasizing lengthy features.
That latter point provoked a heated reaction in the media world. When ...