February 14, 2018
"Last summer, the German marketing firm TLGG approached Kira Peikoff, a freelance journalist, with an unusual request: Would she be interested in starting a magazine? The publication would cover the ethical and social implications of new biotechnologies. Peikoff would have total editorial control.
She would also have a powerful client footing the bill. Bayer, the German pharmaceutical and agricultural science conglomerate, would be rebranding an initiative that invests in high-risk, high-return projects, including in controversial areas like gene editing and stem-cell research. As part of its communications strategy, the initiative—now called Leaps by Bayer—wanted to launch a digital magazine.
This may be the first time a biotech company has launched a media venture. And while LeapsMag is still small, it raises some big questions..."
Read more with The Atlantic.