The Editor's vision.

The International business magazine editors strive to maintain the brand identities of their titles while tailoring them to appeal to local audiences. Emma Hall reports

JOHN ROSSANT EUROPEAN EDITOR, BUSINESS WEEK

Business Week claims a position as the world's leading business news weekly, selling 1.2 million copies worldwide. At present, however, its core market remains the US, with sales of nearly a million weekly. European sales are at around 100,000 copies a week.

John Rossant joined Business Week in September last year, becoming the magazine's first European editor.

"Demographically, we have a different reader profile in Europe from the US. Here we reach an incredible proportion of chief executives and top-level decision-makers," he says. "The magazine is widely recognised but I want it to be even more so. I want to make it the buzz of Europe and I am taking concrete steps towards this."

In a bid to capitalise on the magazine's strong coverage of the new economy and hi-tech scene, Business Week's European edition last month launched a partnership with Le Monde, which now publishes Business Week's hi-tech content every Wednesday in its Interact if supplement. "There are two branded Business Week pages, which give us terrific exposure," Rossant says.

In addition, Rossant is increasing the advertising spend and planstocapitalise on the magazine's strong global links. "We are the only really global magazine," he says. "We have a large and experienced international staff with bureaux in Tokyo, Hong Kong, London, Paris, Frankfurt, Rome, Brussels and Moscow. No other magazine can field that firepower."