Bloomberg Pursuits looking to increase its frequency

Erik Maza of Women’s Wear Daily reports that Bloomberg Pursuits magazine is looking to increase its frequency.

Maza writes, “The move is surprising. When the title was launched in January, it did not seem clear who would read Pursuits that Bloomberg hadn’t already reached with its other magazines, including Pursuits’ sister monthly title Bloomberg Markets and Businessweek.

“Dukmejian clarified its niche: ‘This magazine’s audience doesn’t overlap with anyone’s. Businessweek is read more by the business community. Markets is read more by the financial elite.’
Pursuits was created to cater to Markets’ readers while they’re at play.

“‘We have had this remarkable audience. We wanted to give them more lifestyle edits. We are reaching among the richest, wealthiest people in the world, who are relatively young. And we’re doing it with a luxury lifestyle magazine,’ said Dukmejian.

“The magazine is sent only to subscribers of Bloomberg’s famed terminals, who pay some $20,000 for the so-called Professional Service. That’s an audience of 375,000 readers who have an average age of 44 and whose average annual household income is $490,000. An additional demographic note: 90 percent of them are men, Dukmejian said.”

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