EDITORIAL: Serving your new millennium needs

A magazine redesign should not be gratuitous, but must be driven by the evolution of the industry it serves, and many of the forces at work behind this week’s redesign were highlighted at last week’s ICO Summit’99.

A magazine redesign should not be gratuitous, but must be driven by

the evolution of the industry it serves, and many of the forces at work

behind this week’s redesign were highlighted at last week’s ICO

Summit’99.



The increasing impact of technology, the challenges of implementing a

global campaign, and the need to raise the profile of PR as a business

tool by providing authoritative comment - these were the issues flagged

by the top agency players in the world. PR Week has attempted to address

all of these issues in its redesign and with the introduction of its

e-mail subscription news service, scheduled to launch in January

2000.



PR Week has always carried authoritative comment from its journalists,

industry leaders and public figures and now PR Week has created an

’intellectual heartland’ in the magazine for these and readers’

views.



Within a revamped media news section, and elsewhere in the magazine PR

Week will also cover the crucial area of new media. What we have not

done however is to follow the lead of other magazines in creating a

dedicated web section, because PR Week recognises that while the

internet is a rapidly growing force it is, after all, just another

medium that needs to be considered as a fundamental, not a special case,

for PR attention.



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