No. 5: BusinessWeekNo. 5: Business Week. B to B, 15302369, 11/22/2004, Vol. 89, Issue 14Section: MEDIA POWER 50: TOP ADVER...
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Artikel - No.5: BusinessWeek

  1. 1. No. 5: BusinessWeekNo. 5: Business Week. B to B, 15302369, 11/22/2004, Vol. 89, Issue 14Section: MEDIA POWER 50: TOP ADVERTISING VENUES <br />Redesigned 'BusinessWeek' increased circulation to its highest level ever despite the slumping economy, 2003 proved to be a banner year for McGraw-Hill's BusinessWeek. The magazine's average paid circulation of 991,757 at year's end was the highest in its 75-year history.<br />" Consumer demand for BusinessWeek has never been stronger," said Geoff Dodge, senior VP- publisher, North America. " We've had true organic growth, primarily through improved renewal rates, and we've captured market share within our competitive set." <br />One thing the magazine hasn't done is sit still. It engineered a well-received redesign and also increased its advertising rates 3.8%.<br />" We don't see any of our competitors raising their rates," Dodge said. " Obviously advertiser demand has been very high as well." Dodge said both demands stem from BusinessWeek's commitment to editorial excellence. Indeed, the magazine perennially receives many journalistic honors and this year was nominated for National Magazine Awards for general excellence and public interest.<br />" We bring a great deal of intelligence in all senses of the word - to business news," Dodge said. " And our intelligent, quality journalism attracts intelligent consumers and quality advertisers." <br />Specifically, he said, with the non-stop barrage of TV and Internet news, more executives are looking for sources that will sort it all out for them and provide detailed, in-depth analysis. " One of the best things going for us is right in our name," Dodge said. " We're BusinessWeek, and though it sounds simple and obvious, it means we're more timely and relevant than biweekly or monthly publications, while more analytical than daily TV or newspapers." <br />Chris Lenge, VP-associate media director at Doremus, a New York-based advertising agency, said: " BusinessWeek reaches a sophisticated audience in a relatively uncluttered environment. The editorial is of the highest quality, with articles that go deeper than most other business publications and in a timely fashion." <br />The BusinessWeek brand doesn't start and end in print. " Our online presence has grown tremendously in the past 18 months," said Peggy White, VP-BusinessWeek Online. " We may not be as large as some, but our audience is comprised of a sweet spot of senior business decision-makers." <br />Online advertising opportunities have evolved from traditional banner placements to channel sponsorships, whereby advertisers can select and be sole owners of channels such as technology, financial news and so on, White said. Integrated, cross-media packages including the website and magazine as well as the BusinessWeek-branded syndicated TV show, have added value for advertisers. Ninety percent of BusinessWeek Online's advertisers also advertise in the magazine. White said.<br />Such packages allow BusinessWeek to customize programs-ranging from broad-reach brand campaigns to micro-targeted calls to action — to meet the diverse needs of its advertisers.<br />" We're constantly trying to improve our clients' experiences by working to understand what each of them is trying to accomplish," Dodge said. " It's a critical practice, especially in the b-to-b world." <br />