Nat Ives of Advertising Age reports that the monthly Bloomberg Markets is looking to increase its number of advertisers.
Ives writes, “Bloomberg wants the magazine to attract a broader array of advertisers than just the energy companies, banks, derivatives brokers and arcane investment vehicles that usually predominate.
“So Bloomberg Markets is introducing a redesign by the well-known designer Robert Priest with its November issue; planning an ad campaign by JWT, the company’s agency of record since February; and broadening editorial coverage of personal investing. It has hired more ad sales reps in Europe to better chase its competitors’ business.
“‘You’re being read by the people with the most at stake around the world,’ said Matthew Winkler, editor in chief at Bloomberg News. ‘These are the people who do what they want to do, go where they want to go and have what they want to have. If you’re an advertiser, that is literally the best reader you could have.’
“Bloomberg Markets isn’t particularly trying to attract a broader pool of readers. Newsstand sales have increased this year, but still averaged just 6,154 in the first half, according to the magazine’s circulation report with BPA Worldwide. Its circulation is growing, to 325,210 in the first half from 314,490 in the first half of last year, and its guaranteed delivery is growing, to 355,000 at the end of the year from 338,000 now and 315,000 before that, because Bloomberg terminals have been growing. ‘It’s a very targeted, very exclusive audience,’ said Publisher Michael Dukmejian.”
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