Business and finance magazines were hit extra hard by the recession, but the ones that made it through are coming back with a vengeance! Ad pages were down by nearly half in the category, but the first half of the year has seen a nice increase so far. According to the Publishers Information Bureau, ad pages in the category were up 5%, well above the 0.3% overall growth rate for consumer magazines.
The comeback is due mainly to a major bump in spending by banks, investor consultancies, and software and insurance firms, who are all reaching for the upscale readership found in business and finance titles.
One of the biggest gainers in the category surprisingly goes to Bloomberg BusinessWeek, which was a money pit while it was owned by McGraw-Hill, but has been on the rise since being taken over by Bloomberg nearly two years ago. The publication saw a 15.8% rise in ad pages during the first half, second only to Fast Company. Bloomberg BusinessWeek also had the second-most ad pages overall with 666.63, behind Forbes‘ 767.18. Media Life