BusinessWeek to launch Business Exchange

NEW YORK, Aug. 18 (UPI) -- U.S. financial publication BusinessWeek is embracing an interactive approach to its online magazine, its editors said.

In September, the company will launch Business Exchange, a site that will allow readers to post content on specific topic pages and create their own profiles, The New York Times reported Monday.

Editors will monitor the content. But steps such as allowing readers to become contributors and providing links to other sites - including rival magazines - is atypical for an established publication, the Times reported.

"As journalists, we're good at finding great sources of information and distinguishing what's important, but we also want to harness the very significant capabilities of our community," Stephen J. Adler, editor in chief of BusinessWeek, told the Times.

The topic pages will also allow advertisers to target specific readers, the Times reported.

"Ordinary social media are too broad to draw ads, but we can sell display ads reaching a specific audience on electronics or cars or medical devices." said Keith Fox, president of BusinessWeek.