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Readership is Up at Biz Publications

  • Adweek, Tuesday, November 17, 2009 10:28 PM

As consumers seek help to navigate the recession, business titles have seen an uptick in readership, says Mediamark Research & Intelligence. The Wall Street Journal saw its audience grow 11.6%, to 3.4 million; Forbes' grew 11.5%, to more than 6 million; Fortune's rose by 9%, to 4.1 million; and The Economist's audience grew 6%, to 2.8 million.
,br> People may be cutting back on the number of magazines they buy, but they're still interested in the world of business, says Roberta Garfinkle, director of print strategy at TargetCast. Yet those audience gains are hardly reflected in magazines' advertising results. "Some advertisers are losing sight of the fact that the audiences in some instances are growing," she said.

Some magazine categories that you might expect to do well in a recession shed audiences over the past year. In women's service -- which has fared relatively well in terms of advertising -- many lost audience, including Family Circle and Woman's Day.

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