Scientific American, the 155-year-old magazine for the amateur scientist, has undergone a facelift. The April issue, on sale April 5 price £3.50, replaces several columns and columnists and puts more emphasis on technology. John Rennie, the magazine's editor in chief since 1994, has supervised the redesign and redirection, which he hopes will increase sales and attract new readers. "We thought we would make the design more contemporary and increase the accessibility to readers in terms of it looking old-fashioned or difficult," he said. Retailers should capitalise on the additional interest anticipated by this new look, ensuring that Scientific American is prominently displayed in store throughout the on sale period. Marketforce distributes Scientific American. {{CTN }}