Elliott and Clifford write, “One traditional name with a big presence was BusinessWeek magazine, which sought to drum up interest with a campaign carrying the theme â€œBusinessWeek moves brands forward.â€
“The magazineâ€™s presence included ads on floors and stairways as well as messages on Adwalker portable digital screens. The effort raised eyebrows because BusinessWeek has been put up for sale by its owner, McGraw-Hill.
“Why proceed with a campaign that may be changed or discontinued by a new owner? One reason is that a new owner would, presumably, keep publishing the magazine, and could reap whatever benefits the campaign may yield.
“Another reason, an employee of BusinessWeek said, is that the campaign was in the works for a while and ‘those checks were cashed a long time ago.'”
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