Worth magazine, which targets affluent readers with coverage of entrepreneurship, finance, and lifestyle topics, is tapping into digital out-of-home media through a partnership with Captivate, which operates a DOOH network in major office buildings across the country.
Under the terms of the deal, Captivate will help promote Worth’s sixth annual “Worth Power 100” list, ranking the 100 most powerful in global finance. The list will be published at the Worth Power 100 Summit, scheduled to take place in New York City on October 5.
The Worth Power 100 list is not necessarily about wealth: last year’s list was headed by Preet Bharara, the U.S. attorney for the southern district of New York, who had a string of successful prosecutions of insider trading cases.
Captivate will help raise awareness and engagement with the event in coming weeks by broadcasting teasers, and then provide full coverage and highlights of the announcement, concluding October 11 with a recap of the event.
Worth claims a BPA-audited audience of 125,000, including 120,000 affluent households and over 5,000 wealth advisory firms.
For its part Captivate says its network 10,000 screens in 1,600 office buildings reaches an audience of over 10 million viewers, many of them high-earning professionals and executives.In 2013, Captivate was partially spun off by its owner, Gannett Co., in a deal with private-equity firm Generation Partners. Last year, it acquired the Office Media Network from The Wall Street Journal, allowing it to consolidate its network of displays in elevators with the latter’s network of displays in building lobbies, ensuring continued access to WSJ content.