Categories: OLD Media Moves

The Blooomberg Markets ad campaign: Too much like the Economist's?

Stuart Elliott of the New York Times writes Tuesday about the new advertising campaign for Bloombeg Markets magazine, which uses the slogan describing its readers as the “global financial elite.”

Elliott writes, “‘We chose those three words very carefully,’ Mr. Dukmejian says, including ‘global’ to highlight that ‘more than half our circulation is outside the United States,’ in financial markets like Frankfurt, Hong Kong, London and Tokyo.

“As for the idea that the word ‘elite’ is too charged to use in an unsettled economy, he replied: ‘If they are elite, so be it. That’s who they are.’

“Labeling the readers of Bloomberg Markets ‘elite’ provides an echo of the long-running campaign for The Economist magazine, which portrays its readers as important, affluent and intelligent — an elite, if you will.

“‘We want some of their ad categories, absolutely,’ Mr. Dukmejian says, but rejects a suggestion that Bloomberg Markets suffers from ‘Economist envy.'”

Read more here.

Chris Roush

Chris Roush was the dean of the School of Communications at Quinnipiac University in Hamden, Connecticut. He was previously Walter E. Hussman Sr. Distinguished Professor in business journalism at UNC-Chapel Hill. He is a former business journalist for Bloomberg News, Businessweek, The Atlanta Journal-Constitution, The Tampa Tribune and the Sarasota Herald-Tribune. He is the author of the leading business reporting textbook "Show me the Money: Writing Business and Economics Stories for Mass Communication" and "Thinking Things Over," a biography of former Wall Street Journal editor Vermont Royster.