According to Mthombothi, the new look and feel is not just "skin deep" and, while aimed at a wider audience, still caters for the core FM reader. "The new FM effectively gives business a personality. It's edgy and exciting but maintains it's informative and analytical approach to financial journalism."
The offering is a result of a consultative process with various role players including current readers, potential readers, entrepreneurs, established business people, industry leaders and other interested parties.
The new FM starts with a crisp Fox section that sets out to dig up the most unusual, interesting and insightful titbits about the South African business scene. Its focus will be to profile business leaders, give readers the low-down on the latest gadgets and breaking news.
The core of the FM will be an extensive and comprehensive discourse of key socio-economic and business topics, including analysis of key economic and social trends, corporate analysis or profiles of leading business men and women.
The features section will include the kind of comprehensive and critical analysis that has made the magazine one of the foremost commentators in the country.
FM Money & Investments aims to demystify investing, providing readers with practical, hands-on advice about financial matters with a personal relevance/touch.
FM Life will offer news beyond business, current affairs and economics, says Mthombothi. "Business people have a variety of interests and this section will cater for them at home and at play."
"Overall the new FM is a highly evolved source of informed opinions, current affairs, matters financial and out of the office experiences. It will cater for all the needs of today's demanding and sophisticated business minds. No business publication is as relevant for the times as the FM is" says Mthombothi.
