The Road to Biz941

By Hannah Wallace April 30, 2007

By now you know we’ve changed the name of our magazine to Biz941 from Sarasota-Manatee BUSINESS and that you’re looking at the first retitled issue.

While Biz941 is our publication’s new name, it’s still very much the same magazine you’ve so warmly received during the past three-and-a-half years. Our editorial focus has not changed. We continue to cover the significant growth of our market, to provide you, as business and government leaders, with the tools to successfully navigate these evolving times and to air the important issues we all face.

And our new name means the same as our old one: Biz941 is all about the business of Sarasota and Manatee counties (as captured by 941, our bi-county telephone area code). And as CurtCo Media’s Gulfshore Division, we’re the same people who’ve been bringing you SARASOTA Magazine for 28 years.

Changing the name of a magazine (or any brand for that matter) is obviously monumental and not done lightly. Sarasota-Manatee BUSINESS described the scope and focus of our magazine, but we found it cumbersome and a bit dull. Because of our wordy title, you’ve managed to call us “Business,” “The Business Book,” “Sarasota Business,” “Manatee Business” and a few other variations. Yet, despite the name thing, we’ve been experiencing significant gains in readership and advertising, indicating to us that our content has been resonating and connecting. We just wanted a new name.

The process of renaming Sarasota-Manatee BUSINESS began in earnest about five months ago. After many meetings, doodling on note pads, graphic design starts and restarts, pro and con discussions of name options and logo renderings, we arrived at Biz941

We hope you agree that Biz941 is a simpler yet more exciting name for our magazine.  It’s easier to read, easier to say and more memorable. We also believe it’s stronger and more fun. Additionally, Biz941 captures the bright, contemporary spirit of our recent redesign.

Karen Post, in a recent Fast article on brand naming, wrote, “Great brand names are emotional, stick in the brain, have personalities and have depth.” As a business magazine, “emotional” can be replaced by “fun.” After making that swap, we’re confident Biz941 satisfies Ms. Post’s criteria.

I’d like to take this opportunity to warmly thank you, our valued readers and advertisers, for continuing to embrace us as Biz941

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