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BusinessWeek.com’s online advertising rose 61 percent year on year in August. In comparison, its print advertising remained largely flat.
The online element of the magazine has grown in other ways in the last year, as well. Until last year, for example, the editor of the website was a part time job. Now, the site sports a full-time web editor, and BusinessWeek journalists have been instructed to write more for the web, according to the Financial Times. In terms of word count, 46 percent of the content on the website is exclusive to the site so far this year, as opposed to 33 percent in 2004.
The site sports blogs by a number of high-profile writes, and also offers video content and interactive features, which Adweek has pointed out offer “good opportunities for advertisers.”
In August, BusinessWeek.com reached more than 7.1 million unique users and served nearly 50 million page views, and online advertising represents 13 percent of advertising revenue.
BusinessWeek’s editor in chief Stephen Adler, who last year took over all the content for the magazine, the website, and seven foreign language editions, is aiming toward being in a position to not care very much whether readers choose to read BusinessWeek content in print, online or on mobile devices. He simply wants to give readers reliable and accurate business information.
“As long as we’re doing that, we have a purpose in the world,” he is quoted as saying.
Adler made the decision to shutter the European and Asian editions of the print magazine, opting to build out those sections online.
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