Reversal of Fortune

You may think Fortune magazine is a staid business magazine for stodgy old millionaires who want to read about luxury yachts and currency arbitrage. Not any more. Under the stewardship of Managing Editor Andy Serwer Fortune has become a fun to read, edgy magazine which targets a younger audience.

The strategy seems to be working. Serwer put LeBron James on the cover of the December 10th issue featuring the Top 25 most powerful people in business, though LeBron isn't one of them, yet.

That cover evidently caught the eye of "The Hills" star Spencer Pratt who was photographed reading that issue while on vacation with bathing beauty Heidi Montag.



Serwer trumpted this Fortune spotting in the latest version of his column, "Captain's Blog."

At Thanksgiving dinner I was trying to explain the transformation of Fortune to Mrs. Poop's uncle, who is a magazine writer. I couldn't quite find the right words. The right words arrived in my mailbox a few days later.



This ain't your grandfather's Fortune magazine anymore.