Tag Archives: BusinessWeek

BusinessWeek covers

Is Bloomberg Businessweek smart, or a smart ass?


Joe Weber, the former chief of correspondents at BusinessWeek who now teaches journalism at the University of Nebraska, notes that the covers of Bloomberg Businessweek have an increasingly snarky tone to them.

Weber writes, “The risk for BB is that its drive to be edgy, particularly in its cover imagery, could easily thrust it over a cliff’s edge. It could all too easily slip from provocative to prurient, as it has at times already. Disturbingly, the distance from smart to smartass is not all that great.

“Already, the editors have had to apologize for the art in a cover piece. They ran a smart housing story, only to have its impact undercut by racial insensitivity in the cover art. At best, the drawing seemed goofy anyway.

“BB today, like BW before it, does have to distinguish itself both in its journalism and in the artwork it uses to make its points. And, as my friend from Bloomberg points out, the magazine has been recognized for its design successes by such outfits as Britain’s Design and Art Direction. Apparently, though, what caught the eye of folks at D&AD was one of the more elegant covers, which used a stark and simple photo of Steve Jobs. This seems a case of BB earning recognition for being classy rather than déclassé. That’s something any editor should feel proud of.

“BB has had some impressive successes. It has held onto 4.7 million readers worldwide when so many others have lost the readership battle. It can draw on the work of 2,300 journalists in 72 countries, a couple thousand more journalists and support staffers than BW ever had. If it is to keep up its record of success in readership and influence, the book should work to be known for top-flight economic and business coverage and high-quality artwork that makes the coverage come alive. This is its inheritance, its bloodline. The editors shouldn’t be weighed down by the magazine’s stellar list of alumni and their work as they sort out what to put in the book each week, what imagery to adorn its cover with. But, if they do pause for a second to consider the book’s distinguished history, they might feel a useful nudge in the right direction.

“What do the editors, staffers and art folks want the book to be known for anyway? What do they want their legacy to be? Flout convention, sure. Be provocative. Kick up dust. But do it with style and intelligence. A little grace can carry you a lot farther than an adolescent smirk or an unwelcome dollop of snark.”

Read more here.

Businessweek hedge funds

How the Bloomberg Businessweek cover was made


Bloomberg Businessweek has posted a graphic showing how the cover of this week’s issue on the hedge fund industry evolved during the week.

Here is the graphic:



Biz magazines underperformed industry in second quarter


The 13 business magazines underperformed the rest of the industry in the second three months of 2013, according to data from the Publishers Information Bureau analyzed by Talking Biz News.

While the industry reported a small gain in ad dollars and a 4.5 percent drop in ad pages for the second quarter, the business magazines posted a 5.2 percent decline in ad dollars and an 11 percent decline in ad pages.

The biggest loser was Black Enterprise, which reported a 74.3 percent decline in ad dollars to $2.1 million and a 73.9 percent drop in ad pages to 44.84.

The best performing business glossy in the second quarter was Inc., which reported a 9.9 percent increase in ad dollars to $17.1 million and a 7.7 percent increase in ad pages to 204.02.

Among the big three business titles — Bloomberg Businessweek, Forbes and Fortune — Fortune was the only one to post a gain in the second quarter. Its ad revenue rose 6.0 percent to $57.5 million, while its ad pages fell less than 1 percent.

Bloomberg Businessweek reported a 3.1 percent decline in ad revenue to $53.3 million and a 6.4 percent decline in ad pages to 346.87, while Forbes posted an 8.6 percent drop in ad revenue to $73.1 million and a 14.5 percent decline in ad pages to 458.19.

The only other business magazines to post gains in the quarter were Bloomberg Markets and Wired.

Bloomberg Markets posted a 7.3 percent increase in ad dollars to $8.5 million and a 2.6 percent rise in ad pages to 171.51, while Wired posted a 6.1 percent increase in ad dollars to $28.8 million and a 2.5 percent decline in ad pages to 230.29.

Overall, the 13 business titles reported ad revenue of $338.1 million in the second quarter and ad pages of 3022.52.

All of the magazine industry data can be found here.

BusinessWeek China

Bloomberg Businessweek to publish Hong Kong edition


Bloomberg Businessweek announced a new licensing agreement with Modern Media Holdings Limited to publish a traditional Chinese-language edition of the magazine in Hong Kong.

The Bloomberg Businessweek/Chinese edition will be distributed every Wednesday in Hong Kong.

The new edition will feature locally-focused business and financial content from Bloomberg News’ 26 Asian news bureaus and Modern Media Holdings. The magazine will also be available across mobile and tablet platforms.

“We are committed to delivering a great magazine to our readers in Greater China that has engaging stories about who and what will be shaping the local business landscape next,” said Paul Bascobert, president of Bloomberg Businessweek, in a statement. “Modern Media is the right partner for Bloomberg Businessweek/Chinese Edition, as it has demonstrated a keen understanding of the market, and is able to smartly integrate Bloomberg’s reporting with its original content.”

Since Bloomberg LP acquired the magazine from McGraw-Hill at the end of 2009, its individually paid subscribers have increased  37 percent through the end of 2012, according to the Audit Bureau of Circulation, and ad pages increased 19.5 percent in that same period, as stated by Publishers Information Bureau.

In January 2012, the magazine’s global rate base increased from 900,000 to 980,000 and dedicated regional editions were launched in Europe and Asia. Bloomberg Businessweek’s circulation in Asia doubled over 2012, and according to the BE Asia 2012 survey, 50 percent of Bloomberg Businessweek’s Asia edition are in the executive suite.


Businessweek ipad

Businessweek getting advertisers on iPad, iPhone


Michael Sebastian of Advertising Age writes about how Bloomberg Businessweek is getting advertising for its iPhone and iPad applications.

Sebastian writes, “Bloomberg Businessweek offers advertisers several ways to appear on its iPad and iPhone app. The cost of a quarterly sponsorship — which includes a full-page ad, a “brought to you by” logo and various banner ads — is $85,000. IPad advertisers are given certain performance metrics on their ads, such as time spent and content downloads. Microsoft Dynamics and Credit Suisse USA are among the brands to sponsor sections. The magazine plans to offer monthly sponsorships starting in the third quarter of this year.

“‘There’s a certain first-mover status for advertisers on the tablet,’ said Hugh Wiley, publisher, Bloomberg Businessweek. The magazine does not bundle print and iPad ads, meaning advertisers who want to appear in both must pay separately. The open rate for a full-page ad in the weekly’s worldwide edition is $161,600.

“Mr. Wiley said Bloomberg Businessweek does not discount its mobile or iPad ads, because there is limited inventory and high demand. ‘IPad is a big revenue driver for us,’ he said. The publication, which in May had more than 225,000 mobile- and tablet-app subscribers, saw first-quarter ad revenue on the app grow 147% from a year earlier.”

Read more here.

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.