International Business Machines has decided to discontinue advertising in BusinessWeek magazine, according to an article in the Wall Street Journal Tuesday, although the pullout has nothing to do with a negative article in the glossy.
Reporter Brian Sternberg wrote, “IBM has been one of BusinessWeek’s top advertisers in recent years, according to TNS Media Intelligence, although it had reduced its spending to $9.3 million last year from $14.9 million in 2004.
“One reason for IBM’s move is related to pricing, the people said. BusinessWeek wasn’t willing to give IBM the level of discount sought by the marketer.
“Since selling its personal-computer business to Lenovo Group last year, IBM is a slightly smaller advertiser overall. IBM spent about $355 million on U.S. ad time and space in 2005, according to TNS Media Intelligence, down from about $420.6 million in 2004. At the same time the company, like other marketers, has increased its use of new advertising venues such as podcasts, Web sites and blogs in the past year.”
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