The downside in business magazines

Steve Greenberger, executive vice president and media director at SLG Advertising in Greenwich, Conn., talks to Media Life magazine’s Diego Vasquez about what’s ailing the business magazine category, why Inc. and Fast Company’s gains may be fleeting, and his early thoughts on Portfolio.

Here are some excerpts:

There’s been a lot of speculation lately over the future of Business 2.0 magazine. Will it survive? What was its biggest downfall?

Even at a 40 percent dropoff in the second quarter, I still have hopes for that magazine. I’ve thought the editorial is strong. But they need to pump up the marketing. They have to raise awareness levels.

Portfolio has also inspired a great deal of attention and speculation. What has its impact been on the category? Is it performing where media buyers had hoped it would?

I think it’s neither positively nor negatively affecting the category.

I think it’s written for the person and their life as a business person, as opposed to just reporting on business. So I’m not quite sure if it’s found its niche in the marketplace, which is business-lifestyle.

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