Richard Branson by Bower - journalists have not held him to account

Tom Bower, the author who so often strikes fear into his subjects, has taken a second critical look at Richard Branson.His new book, some 14 years on from his first biography, is being serialised in the Sunday Times, with the second instalment due in two days' time.I think all journalists would benefit from reading Branson: Behind the Mask.* It reaches similar conclusions about him as before. Bower paints Branson as a showman who often fails to live up to his promises. Last Sunday's extract about Virgin Galactic, "Lost in space", was a case in point.Bower dissects several more examples in the book and I lighted upon one chapter in particular: Branson's attempt to launch an iPad magazine in 2010.The Project, as it was called, took him into a head-to-head battle with Rupert Murdoch, who was then about to launch an iPad "newspaper", The Daily.Branson described his monthly magazine as "the first truly digital magazine by creative people for creative people", which would be available via the Apple app store.That was front of house, which is Branson's favourite place. Behind the scenes, as Bower details, the story was much more complicated. Virgin's development director, Giovanni Donaldson, had persuaded the digital agency Seven Squared to invest in the iPad magazine. He was then helped by Branson's daughter, Holly, to persuade her father to back it.Seven, which was taking the greater financial risk, hired Anthony Noguera, an experienced former editor of Zoo, FHM and Arena. So,... Continue reading at 'The Guardian'

[ The Guardian | 2014-01-31 00:00:00 UTC ]
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