The magazine, founded in 1985 and purchased by the Economist Group in 1989, has capitalized on its financial focus over the past 10 years, growing ad pages by 50% and more than doubling its ad revenue during that time span, said Alex Clemente, senior VP-sales and marketing.
CFO's appeal to advertisers is multifaceted. "No one reaches the top financial officers at major corporations like we do," Clemente said. "They are major decision-makers; they're often the people who run the day-to-day operations of their businesses."
The magazine's appeal is broad. "As one media buyer told us, CFO is a horizontal vertical," Clemente said. "That means we cover a wide variety of business news, but we filter it all through the lens of finance. And we reach out to all types of companies, from manufacturers to service organizations to even nonprofits."
Even so, CFO's penetration is primarily with midsize to large companies. "We're read by 996 out of the Fortune 1,000 companies," Clemente said.
CFO presents a unique editorial environment primarily focused on analysis and cutting-edge case studies. "We profile businesses that are further ahead on the learning curve than most and present them to readers who can learn from their successes and mistakes," Clemente said.
The magazine debuted a new look last September.
"With our new redesign, we're attracting more attention than ever from advertisers, including a growing b-to-c clientele such as luxury travel, personal finance and high-end automobiles," Clemente said.
A thriving conference business adds depth to what the company offers marketers. "Burson-Marsteller recently ranked us as one of the best at putting on targeted conferences, calling us one of their top 10 MVPs-that is, most valuable podiums," Clemente said. -R.S.