Bloomberg Businessweek launches new ad campaign

Nat Ives of Adverting Age reports that Bloomberg Businessweek is starting a consumer ad campaign that’s meant to build on its recent progress by pitching readers on its personality, using ads arguing that the magazine is “Disruptive,” “Charged,” “Viral” and “Worldly.”

Ives reports, “The ad buy will total $1.5 million in the near term and grow as the campaign continues, Bloomberg Businessweek said.

“‘To date we’ve been largely focused on describing the functional benefits of the magazine,’ said Paul Bascobert, president of Bloomberg Businessweek and head of business operations for Bloomberg Media Group, citing its 20% increase in editorial pages, for example, since Bloomberg bought the ailing magazine from McGraw-Hill in December 2009. ‘What we want to do more now is talk about who we are and to some extent create a more emotional connection with readers — which is something all media companies should do.’

“‘Businessweek under McGraw-Hill actually had a specific intention to not have a personality, as a strategic choice that I think one makes to keep the personality out of it,’ Mr. Bascobert added. ‘We believe we should approach the market with a sense of who we are.’

“The U.S. component of the campaign, which was created internally, will run starting this month in The Atlantic, The New Yorker, Wired, New York and San Francisco magazines; in Acela trains and lounges, Metro North trains on Long Island, BART trains and shelters in the San Francisco Bay Area and New York and San Francisco ferries; and on golf courses in the New York and San Francisco areas. Initial international buys will focus on Hong Kong and London.”

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