Twin Cities Business Magazine
Challenge: Refreshing a Respected Brand
Twin Cities Business was launched in 1993 to be Minnesota’s premier business publication. Its mission was to enlighten Minnesota’s business decision makers with stories describing and explaining the ambitions and achievement of members of the local business community, and trends within the state’s business environment, with stories that are lively, informed, colorful and unpredictable.
By 2010, Twin Cities Business had achieved those goals as a stand-alone, large-format magazine. Its content focused primarily on “who” and “what” from an outsider’s point of view. The Internet, social media and other sources of information were threatening to lure readers away as the gulf between older print-oriented and younger social media readers was widening. Our mission became that of updating the brand to become a champion of business that entices readers with timely, relevant perspective and context on the state’s most significant business leaders, companies and issues – and to serve it to them however they want it (beyond just print).
The Twin Cities Business brand was refreshed through more relevant and important “how” and “why” content from a business executive perspective, while retaining the easy reading and colorful presentation readers had come to expect. The brand was also extended across synchronized platforms after internally unifying what had been isolated teams and reverse-engineering how content had previously been developed and distributed.
Today, Twin Cities Business outperforms every other business publication in Minnesota in terms of revenue and readership by providing insightful content in a thoughtful, clean design.
Content is shared across varied platforms: a print monthly magazine, e-newsletters, webinars, 15 annual live events, and social media platforms including YouTube, Twitter, LinkedIn and Facebook.
The award-winning covers quickly capture readers’ attention by using creative, provocative images and words. Twin Cities Business provides readers with what they want to know, need to know and might be interested in knowing.
The magazine’s readership of 76,000 makes it Minnesota’s most-read business publication.
Twin Cities Business has also become one of the nation’s most recognized business magazines for outstanding journalism. Recent awards include:
2014 Society of American Business Editors and Writers Best in Business Awards: Magazine
• Best Commentary, Silver
2014 Society of Professional Journalists, Minnesota Page One Awards: Magazine
• Best Issue
• Best Profile Story
• Best Feature Story
• Best Column
• Best Page Design
2014 Alliance of Area Business Publications Editorial Excellence Awards in the categories of:
• Best Body of Work
• Best Feature Layout
• Best of Show, Magazine
• Best Overall Design, Magazine
2013 Alliance of Area Business Publications Editorial Excellence Awards
• Best Cover, Gold
• Best Feature, Silver
• Best Body of Work, Silver
2013 Minnesota Magazine & Publishing Association, Publishing Excellence Awards, Business/Trade 30,000+ circulation
• Cover Design, Gold
• Single Page or Spread Design, Silver
• Feature Design, Silver
• Column, Bronze
2013 Society of Professional Journalists, Minnesota Page One Awards: Magazine
• Best Profile Story, First Place
• Best Column, Third Place
• Best Cover, Third Place