Tag Archives: BusinessWeek

Businessweek ad campaign

Bloomberg Businessweek gets backlash on millennial campaign


Lucia Moses of Adweek reports that younger readers are upset with Bloomberg Businessweek over its recent campaign aimed at them.

Moses writes, “Many of the reactions to the campaign have focused on its insensitivity to the economic challenges facing millennials and the implication that they’re lazy. (Businessweek acknowledges in small type at the bottom of the campaign home page that ‘the woeful state of the economy is not their fault’ and that the intent is ‘not to blame them,’ but that message apparently was overshadowed by the rest of the campaign.)

“‘Imagine being 22, crushed under student loan debt, embarrassed about not being able to find a job or start your adult life and being served a pithy e-card that gleefully announces that your family thinks you’re a failure,’ wrote J. Maureen Henderson on Forbes.com. ‘Now imagine wanting to support the business that came up with the idea for the cards in the first place. That’s just poor marketing strategy on Bloomberg’s part.’

“‘The boomers have dropped a debt laden atom bomb on the millennials and others and for them to comment is offensive to say the least,’ wrote one commentator, Edwin.

“‘There no jobs to get,’ wrote mje. ‘There are three adults to one job open. That is typical for a recessionary period. However, the economy has been expanding for at least 47 months.’

“Others took issue with the implication that Gen Yers are just freeloaders.”

Read more here.

Businessweek ad campaign

Bloomberg Businessweek starts new ad campaign


Todd Wasserman of Mashable writes that Bloomberg Businessweek is targeting twentysomethings living at home for a campaign that aims to gently nudge them out of their parents’ basements by offering — what else? — a subscription to the magazine.

Wasserman writes, “The title launched the website bbwgetsyouahead.com, which houses e-giftcards that parents and friends can send to Gen Y-ers still living at home. One card from the parents reads, ‘Our American dream is for you to move out.’ A friend’s card offers the following inspiring message: ‘**Spoiler Alert** You end up middle-aged and single.’ In addition to launching the site, Bloomberg Businessweek will also run an online campaign.

“Physical versions of these cards will also be available at the stationery chain Papyrus. The cards are designed to be sent with 12 free issues of Bloomberg Businessweek, either in print or on the iPad.

“Bloomberg Businessweek, which Michael Bloomberg purchased and reconstituted in 2009, claims 980,000 global subscribers. A representative could not say how many of those readers are in its campaign target group — 18 to 31 years old and living at home — but acknowledged that it’s a ‘growing demo.’ The campaign ‘is not too subtle, and that’s what we liked about it,’ the representative said.

“That said, Bloomberg Businessweek may not necessarily be the magazine you’d normally think to give a young person hitting the job market. It doesn’t include any interviewing tips, and boasts little prescriptive advice.”

Read more here.

Aaron Rutkoff for The Wall Street Journal

WSJ editor joins Bloomberg Businessweek


Aaron Rutkoff, who runs the WSJ “Metropolis” blog and edits stories for the Greater New York section, is headed to Bloomberg Businessweek, a magazine spokeswoman confirmed to Talking Biz News on Friday morning.

He will be working on the magazine’s website operation. Longtime Businessweek.com editor Dan Beucke, who for the last several years worked on the website, left the magazine in March to become deputy business editor of the Orange County Register.

Rutkoff previously edited WSJ.com’s homepage, covered political advertising during the 2008 presidential election and wrote a column about Internet culture. He was a reporter and editor for the Queens Tribune before joining The Journal.

Rutkoff, who joined the Journal in 2005, was born in Highland Park, Ill., and attended Wesleyan University.


Bloomberg Businessweek cover wins top biz cover of the year


The Bloomberg Businessweek cover from its Feb. 6-12, 2012, edition was named the top cover among business and technology magazines by the American Society of Magazine Editors on Wednesday.

The other finalists in the category were Bloomberg Businessweek, April 30-May 6, 2012 for “My Life in Private Equity,” and Smithsonian, September 2012, for “The Genius Steve Jobs.”

In addition, Bloomberg Businessweek won for the best cover in the brainiest category for its May 28 – June 3, 2012 edition “Bang Head Here.”

And the weekly glossy also won in the Best Obama category for its Nov. 12-18, 2012, cover “The Next Four Years.”

The magazine was also a finalist in the news and politics category for its  Oct. 15-21, 2012, “Election Issue.”

The cover of the Nov. 12, 2012, issue of New York Magazine depicting Hurricane Sandy was chosen by magazine editors as “Cover of the Year” in the seventh annual ASME Best Cover Contest, which was open to all consumer magazines published in calendar year 2012.


Bloomberg Businessweek named Design Studio of the Year


The monthly magazine and blog Creative Review – which covers advertising, design and visual culture — has selected Bloomberg Businessweek’s design team as its Design Studio of the Year.

It writes, “Under creative director Richard Turley, (not forgetting editor Josh  Tyrangiel) Bloomberg Businessweek has trounced its rivals with a verve  and energy that recalls the heyday of the printed magazine.

“Set-piece editions in which the decks are cleared for total  devotion to one topic have become a speciality of the magazine – its  valedictory Steve Jobs issue being particularly successful. In our June 2012 issue our columnist Jeremy Leslie revealed the working process of the Bloomberg Businessweek team as it put together the issue (images above, you can read his piece here).

“Last November, the team did it again with its Election Issue, shown here and chosen as one of our Best in Book winners for The Annual.

“The Election issue takes as its starting point a famous speech by Ronald Reagan in which he asked the American people whether they felt better or worse off than they had been four years ago and applies that test to Obama’s period in office.

“It opens with a double-page, black and white shot of the President’s inauguration on January 29, 2009 overlaid with facts about the state of the nation at that point.”

Read more here.

Businessweek 2012

Most biz magazines post decline in ad revenue, ad pages


Most of the large business magazines posted a decline in advertising revenue during the first three months of the year, while the overall magazine industry had a small increase in ad money.

Leading the decline was Bloomberg Businessweek, which had a 30.2 percent drop in ad revenue to $35.4 million, according to data released by Publishers Information Bureau. Its ad pages dropped 32.6 percent during the same time period to 228.52 pages.

Another big decliner was The Economist, which reported a 27.2 percent decline in ad revenue to $22.3 million and a 28.6 percent decline in ad pages to 330.88. And Forbes‘ ad revenue dropped 15.9 percent to $42.1 million, and its ad pages fell 19.6 percent to 266.03.

In comparison, the overall industry posted a 0.5 percent increase in ad revenue and a 4.8 percent drop in ad pages.

Bucking its competitors, Fortune was the only major business glossy to record an increase in the first quarter. Its advertising revenue rose 7 percent to $41.5 million, and its ad pages rose 0.3 percent to 272.94.

The large declines were also seen at some of the smaller business magazines. Black Enterprise, for example, saw its advertising revenue fall 35.4 percent to $3.7 million and its ad pages fall 34.3 percent to 80.41.

Harvard Business Review posted a 13.3 percent decline in ad revenue to $3 million and a 16.9 percent decline in ad pages to 63.80. And Inc. was down 9.7 percent in ad revenue to $6.9 million and down 11.9 percent in ad pages to 81.66.

Kiplinger’s Personal Finance, however, posted a 22.2 percent increase in ad revenue to $4.6 million and a 19.2 percent increase in ad pages to 64.27.

See all of the data here.



Fortune is finalist for National Magazine Award


Fortune magazine is one of the four finalists in the general excellence category for the 2013 National Magazine Awards, run by the American Society of Magazine Editors.

The other finalists are National Geographic, New York and Wired.

Two business magazines are finalists in the single issue category. They are Bloomberg Businessweek for “Election Issue,” Oct. 15-21, and Fast Company for “The World’s 50 Most Innovative Companies,” March.

In the leisure interest category, Wired is a finalist for for “How to Be a Geek Dad,” June. Bloomberg Businessweek is also a finalist in the tablet category.

In the public interest category, Consumer Reports is a finalist for “Arsenic in Your Juice,” January, and “Arsenic in Your Food,” November, by Andrea Rock.

Wired is also a finalist in the feature writing category for “Inside the Mansion–and the Mind–of Kim Dotcom, the Most Wanted Man on the Internet,” by Charles Graeber; November.

Known as the Ellies — for the Alexander Calder stabile “Elephant” given to each award winner — the National Magazine Awards will be presented on Thursday, May 2, at the New York Marriott Marquis.

See all the finalists here.

NRA graphic

At work with Bloomberg Businessweek’s graphics editor


Magculture.com interviewed Jennifer Daniel, the graphics editor for Bloomberg Businessweek.

Here is an excerpt:

What’s the next story you’ll be explaining with infographics?
I’m always juggling a few stories at the same time. Right now I’m working on a series of visualizations that show the robot take over on the trading floor and the state of high frequency trading. Another graphic about all the human organs and senses that can be replaced with machinery—3D printing skulls, implants that can draw what you think, etc. (SHAMELESS PLUG) The graphics department has a tumblr where we post what we’re up to.

What was the last thing your creative director said to you?
“Be sure to mention how I am complex intellectual enigma…no wait, a ‘dynamic thought adventurer’. Something like that.”

What do you do on a weekly basis?
Each assignment at Businessweek is a little different from the next but they all start out the same way… with a crazy amount of stress.

Read more here.

Businessweek 2012

Gannett to distribute Bloomberg Businessweek in additional markets


Bloomberg Businessweek announced Friday a partnership with Gannett that will allow the business magazine to be delivered earlier an additional 100,000 subscribers.

The service will be launched in 15 new U.S. markets by mid-July 2013 and significantly expands its alternate delivery program launched in December 2010.

The delivery program allows subscribers to receive the magazine a day or two before it can be delivered by the U.S. Postal Service. By the end of September, the service will be available in 31 U.S. markets, to 390,000 subscribers — more than 40 percent of Bloomberg Businessweek’s North American circulation. The majority of markets will see a delivery time of early Friday morning.

Currently, the service is available to 350,000 U.S. Bloomberg Businessweek subscribers in 21 markets, which includes seven Top 10 Designated Market Areas (DMAs) and covers half of Bloomberg Businessweek’s Top 100 DMA’s circulation.

“At Bloomberg Businessweek we are committed to bringing our customers the best editorial product along with the best service,” said Paul Bascobert, president of Bloomberg Businessweek and head of business operations for Bloomberg Media, in a statement.  “With Expedited Morning Delivery we significantly shorten the time from the printing press to the doorstep, a service of particular value in light of the pending service reductions at the United States Postal Service.”

The Bloomberg Businessweek-Gannett partnership introduces the service in new markets such as Asheville, N.C., central Wisconsin, Cincinnati, Indianapolis, Rochester and Ithaca by the end of July 2013. It adds them to existing markets including Baltimore, Boston, Chicago, Las Vegas, Los Angeles, Miami, Nashville, New York City, New Jersey, San Francisco, and Washington D.C., among others.


Kyle Stock

Bloomberg Businessweek hires senior correspondent


Kyle Stock, who had worked at The Daily tabloid paper for News Corp. before it shut down at the end of last year, has been hired as a senior correspondent at Bloomberg Businessweek.

He will be writing about the news and strategies of major corporations. Monday will be his first day.

While at The Daily, Stock led business coverage with a focus on economics, consumer brands and the convergence of the tech industry and Wall Street. He also developed, built and analyzed data to generate the type of interactive graphic elements possible on tablet computers.

Before that, he worked at The Wall Street Journal for 2 1/2 years and at the Post and Courier in Charleston, S.C., for five years.

At The Journal, he covered the labor market of the finance industry with a focus on hiring, layoffs and compensation and wrote weekly installments for The Wall Street Journal Careers section and Deal Journal blog.

Stock is a graduate of Colorado College and has a master’s in journalism from Northwestern and an MBA from Columbia.