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Adweek To Cut Frequency, Focus On Web

Portfolio, Friday, November 30, 2007 10:20 AM

As advertising dollars inexorably shift to the Web, industry trade magazine Adweek will cut its frequency from 49 to 36 annual issues starting next year, while expanding Adweek.com. "We've seen our audienc e move online in terms of where they get their information," says SabrinaCrow, a senior vice president for the media and marketing group at Adweek parent Nielsen Business Media. The move is actually an expansion, she adds, and one new element on the Web site will be exclusive Nielsen data.

In 2006, Adweek had an average of 15 ad pages per issue, but that has dropped to 13% this year alone. Circulation is also down from just over 24,000 in 2005 to 21,271 for the six months ended in June, a 12% decline, according to BPA Worldwide. At the same time, the Web site has nearly 5 times as many unique visitors as the magazine has subscribers, with an average of 103,500 a month since January, according to comScore Media Metrix.

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