Fortune Throws a Theme Party

Beginning in 2012, Fortune is going to have themes for each of its 18 issues. Adweek reports that some of the issues include “Shape of The Future,” which will look ahead at the ideas that will shape the business world, “How it Works,” a behind-the-scenes analysis of products and companies and “Venture Special,” which will discuss small businesses that are making big noise.

Jed Hartman, Fortune’s Publisher, said that the reasons for such drastic editorial changes were obvious. “The big franchise issues score the highest when it comes to reader opinion,” explained Hartman. “They also perform great for advertisers, and they also have that third ingredient: They’re picked up by the press or they’re influential in the community.”

Hartman has the right attitude, and everyone likes themes (Ugly Sweater parties! 80′s parties! Bologna parties!) but is this new direction sustainable? And don’t theme issues take a little away from the Fortune brand? We guess they’ll find out.

Oh, and you really should check out a bologna theme party. They’re a great chance to meat fun people.

Sorry.

Launch a social media campaign that will build your brand and deliver results in our online Social Media Marketing Boot Camp starting June 7. Speakers include Abigail Cusick (Bravo Digital), Gregory Galant (Sawhorse Media), Alex Leo (Thomson Reuters Digital), Jim Tobin (Ignite Social Media), and many more. Read the reviews.