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Makeover For Scientific American

The nation's oldest magazine is getting a makeover as Scientific American rolls out a redesign with more illustrations, boxes and feature stories aimed at a broader audience.

The book is shooting for multimedia brand status with complementary magazine and Web site. The strategy is directed by Brian Napack, a former print and digital publishing executive at Disney brought in by the magazine's parent Holtzbrinck last year.

The print redesign is already on the newsstand, while a Web revamp is due in October. "We wanted to take our product forward, so we're not in the ivory tower," Napack says. It is also aiming to get bigger, as the title's circulation of 555,000 trails competitors like Popular Science at 1.3 million and Discover at 711,000.



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