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BtoB's Media Power 50

IT MAGAZINES

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Baseline
Phone: 415-547-8404
URL: http://www.baselinemag.com
Circulation: 125,000
Ad revenue:N/A
Ad rate:$21,762 1-page 4/C
Comments:Baseline is a model of the new, more nimble tech publication, aiming for a smaller audience and discussing best practices.

Business 2.0
Phone: 415-293-4820
URL: http://www.business2.com
Circulation: 550,000
Ad revenue:$15.6 million
Ad rate:$48,500 1-page 4/C
Comments:Acquired by AOL Time-Warner and merged with eCompany Now, Business 2.0 looks to be the strongest tech business magazine.

CIO
Phone: 508-935-4796
URL: http://www.cio.com
Circulation: 140,000
Ad revenue:$50.3 million
Ad rate:$25,790 1-page 4/C
Comments:CIO continues to generate award-winning content for arguably the most important person in the enterprise.

Computerworld
Phone: 800-343-6474
URL: http://www.computerworld.com
Circulation: 200,000
Ad revenue:$48.3 million
Ad rate:$29,235 1-page 4/C
Comments:Computerworld turns 35 this year and has survived by evolving—case in point, the recent honing of its circulation and editorial to reach IT managers at midsize and large enterprises.

InformationWeek
Phone: 516-562-5240
URL: http://www.informationweek.com
Circulation: 440,000
Ad revenue:$137.5 million
Ad rate:$46,400 1-page, 4C
Comments: (See profile)

PC World
Phone: 1-800-PC WORLD
URL: http://www.pcworld.com
Circulation: 1,260,879
Ad revenue:N/A
Ad rate:$68,485 1-page 4/C
Comments: Like all tech pubs, PCWorld’s ad revenues have fallen, but it remains the most-read computer magazine, according to Mediamark Research Inc.

 

GENERAL BUSINESS PUBLICATIONS

BusinessWeek
Phone: 212-512-4611
URL: http://www.businessweek.com
Circulation: 971,756
Ad revenue:$573.3 million
Ad rate:$94,800 1-page 4/C
Comments:In a down year, BusinessWeek remained the leader of the Big 3 business books in terms of revenue, and it looked beyond North America, growing its worldwide circulation to 1.2 million.

The Economist
Phone: 212-541-0500
URL: http://www.economist.com
Circulation: 386,000 (North America)
Ad revenue:$61.3 million
Ad rate:$26,900 1-page 4/C
Comments:(See profile)

Forbes
Phone: 212-620-2496
URL: http://www.forbes.com
Circulation: 907,266
Ad revenue:$305.8 million
Ad rate:$77,760 1-page 4/C
Comments:Beyond focusing on its enduring brand, Forbes’ sales pitch is that it reaches more C-level execs at a lower CPM than its competitors.

Fortune
Phone: 212-522-5082
URL: http://www.fortune.com
Circulation:859,708
Ad revenue:$333.8 million
Ad rate:$78,200 1-page 4/C
Comments: (See Profile)

 

Industry Week
Phone: 216-931-9277
URL: http://www.industryweek.com
Circulation: 200,000
Ad revenue:N/A
Ad rate:$23,144 1-page 4/C
Comments:In a recession, industrial executives look for better ways to manage their businesses, which is the focus of Industry Week’s editorial. Internet.

 

INTERNET

CBS MarketWatch
Phone: 415-733-0582
URL: http://cbs.marketwatch.com
Traffic: 5.4 million unique users a month
Ad revenue:$18 million
Ad rate:CPM $40
Comments:The combination of financial reporting and the CBS brand name draws a large business crowd, and 18% of CBS MarketWatch users are senior management.

CNET Networks
Phone: 415-344-2866
URL:http://www.cnet.com
Traffic: 67 million unique browsers a month
Ad revenue: $52 million
Ad rate: N/A
Comments: (See profile)

ebuild.com
Phone: 202-452-0800
URL: http://www.ebuild.com
Traffic: 180,000 unique visitors a month
Ad revenue:$1.5 million Ad rates: Sponsorships are from $2,000 to $150,000, CPM from $30 to $300.
Comments:A comprehensive online catalog of more than 90,000 building products, Hanley-Wood L.L.C.’s ebuild.com is about as close as an old-line publisher has come to facilitating e-commerce.

Google
Phone: 212-624-9608
URL: http://www.google.com
Audience: 36.5 million global unique users a month
Ad revenue: N/A Ad rates: $200 and up (campaigns can reach several million dollars)
Comments: (See profile)

INT Media’s Internet.com
Phone: 212-547-7905
URL: http://www.internet.com
Traffic: 20 million unique users a month
Ad revenue:$44 million
Ad rate:CPM $40 to $60
Comments:Formerly known as Internet.com, Alan Meckler’s INT Media is doing what the Internet does best—creating niche products such as NanotechPlanet.com.

New York Times.com
Phone: 646-698-8059
URL: http://www.nytimes.com
Traffic: 6.7 million unique visitors a month
Ad revenue:$14.4 million
Ad rate:CPM $15 to $40 for banners
Comments:NYTimes.com has been the No. 1 newspaper site for the past two years and leads the news category for time spent per user.

Tech Target.com
Phone: 781-657-1000
URL: http://www.techtarget.com
Traffic: Registered membership of 2.25 million enterprise IT professionals, and 3.5 million unique visitors a month
Ad revenue:$18 million Ad rates: Varies
Comments:TechTarget was one of the few b-to-b media companies to grow in 2001, increasing revenues 140% while tech rivals’ numbers slid by 30% or more.

TechWeb
Phone: 781-839-1213
URL: http://www.techweb.com
Traffic: More than 1 million unique visitors a month
Ad revenue:$1.4 million
Ad rate:CPM $50 to $150
Comments:TechWeb is the combined Web site for CMP titles InformationWeek, Network Computing and http://www.internetweek.com.

ThomasRegional.com
Phone: 212-290-8738
URL: http://www.thomasregional.com
Traffic: 1.4 million unique visitors in fourth quarter of 2001
Ad revenue:N/A
Ad rate:N/A
Comments:This database of small, regional manufacturers connects industrial buyers and sellers in local markets across the country. It has created 6,000 online storefronts for industrial suppliers.

WSJ.com
Phone: 212-587-5941
URL: http://www.wsj.com Subscribers: 640,000
Ad revenue:$17.1 million
Ad rate:CPM minimum $35
Comments:The Wall Street Journal’s online edition is one of the few successful paid content models on the Web.

BROADCAST

ABC’s Academy Awards telecast
Phone: 212-456-7272
URL: http://www.abc.com
Audience: 41.8 million
Ad revenue:$61.6 million
Ad rate:$1.25 million for 30-second spot
Comments:“The Super Bowl for women” attracted many b-to-b advertisers in 2002, including UPS, ING, American Express and Apple Computer.

Bloomberg Radio
Phone: 212-318-2637
URL: http://www.bloomberg.com/radio
Audience: 483,000 cumulative average every quarter hour
Ad revenue:N/A
Ad rate:$500 for a 30-second rotating spot
Comments:With Bloomberg Radio’s business focus, executives can find the financial content they want in their cars or at their desks.

CBS telecast of The Masters
Phone: 212-975-4321
URL: http://www.cbs.com
Audience: 34.3 million (final round)
Ad revenue:$10.7 million
Ad rate:$200,000 for a 30-second spot
Comments:If you have to ask the price, you can’t afford it. Citicorp and IBM Corp. were b-to-b advertisers on this year’s telecast.

CNBC ‘BusinessDay’
Phone: 212-664-3100
URL: http://www.CNBCMarketplace.com
Audience: 304,000 households
Ad revenue:$472.9 million (for total network)
Ad rate:$2,000 for 30-second spot
Comments:CNBC delivers a high-powered business audience; 51% hold top management positions, and the channel is watched in offices, health clubs and bars not measured by Nielsen Media Research.

CNN’s ‘Moneyline’
Phone: 212 852-6900
URL:http://www.cnn.com/cnn/programs/moneyline
Audience: 463,000 households per telecast
Ad revenue: $22.2 million
Ad rate: est. $15,000-$25,000 per 30-second spot
Comments: (See profile)

ESPN NHL telecasts
Phone: 212-456-1905
URL: http://www.ESPN.com
Audience: 801,708 households during playoffs
Ad revenue:$70.4 million (regular season)
Ad rate:$10,000 for 30-second spot
Comments:B-to-b advertisers such as IBM Corp. have used NHL playoff hockey to reach male, upscale business decision-makers when they’re away from the office.

Fox News Channel’s ‘Your World with Neil Cavuto’
Phone: 212 301-3000
URL: http://www.foxnews.com/shows
Audience: 699,000 households
Ad revenue: $15.6 million
Ad rate: N/A
Comments: (See profile)

National Public Radio’s ‘All Things Considered’
Phone: 202-513-2070
URL: http://www.npr.org/programs/atc
Audience: 11.9 million listeners weekly on 559 public radio stations Underwriting revenue: N/A Underwriting rate: $6,000 per 10-second unit
Comments:Computer Associates, Siemens and other b-to-b marketers have helped underwrite NPR’s “All Things Considered,” thereby reaching an upscale audience during drive time in a clutter-free environment.

NBC’s ‘The West Wing’
Phone: 212-664-4000
URL: http://www.nbc.com/The_West_Wing
Audience: 17.3 million
Ad revenue:N/A
Ad rate:$350,000 for 30-second spot
Comments:A recent study by Doremus on media habits of top management found that you’re likely to find CEOs in front of “The West Wing.”

The Olympics on NBC
Phone: 212 664-4444
URL: http://www.NBCOlympics.com
Audience: 187 million unique viewers
Ad revenue: $740 million
Ad rate: Approx. $600,000 for 30-second spot

 

OUT-OF-OFFICE

Captivate Network Inc.
Phone: 888-383-3737
URL: http://www.captivatenetwork.com
Audience: More than 3.6 million viewers a month in high-rise office towers across North America
Ad revenue: N/A
Ad rate: CPM $10 to $20
Comments: (See profile)

Mobile billboard in Las Vegas (Mobile Media Group Inc.)
Phone: 800-242-2343
URL: http://www.infommi.com
Audience: 80,000 to 100,000 people per day in Las Vegas
Ad revenue:N/A
Ad rate:Approx. $1,950 (rate varies depending on length of contract)
Comments:B-to-b marketers often use mobile billboards to promote a trade show presence. Companies using Mobile Media Group’s billboards around the country include IBM Corp. and Siemens AG.

O’Hare International Airport
Phone: 312-475-3500
URL: http://www.clearchannelairports.com Reach: 17 million impressions a month
Ad revenue:N/A Ad rates: $2,710 (for glass showcase) to $119,250 (full display in United Airlines jetways)
Comments:Forty million business travelers pass through O’Hare annually. Imagine the exposure during those long delays.

 

NEWSPAPERS

Financial Times
Phone: 212-641-6500
URL: http://www.ft.com
Circulation: 125,000 U.S.; 483,000 worldwide
Ad revenue:N/A
Ad rate:$29,600 1-page B/W
Comments:The Financial Times’ strength is its global reach, which allows advertisers to present messages to business executives worldwide.

Investor’s Business Daily
Phone: 800-882-8929
URL: http://www.investors.com
Circulation: 281,173
Ad revenue:N/A Ad rates: $29,120 to $31,945 1-page 4/C
Comments:Attracts b-to-b advertisers with its upscale readership—and the fact that 80% of its readers don’t pick up The Wall Street Journal.

The New York Times
Phone: 212-556-1234
URL: http://www.nytimes.com
Circulation: 1.2 million daily; 1.7 million Sunday
Ad revenue:$1.1 billion
Ad rate:$136,962 for 1-page B&W
Comments:The New York Times business section is a must-read along the lines of The Wall Street Journal, and the paper is now available in 210 markets nationwide, up from 62 in 1997.

USA Today
Phone: 703-854-4434
URL: http://www.usatoday.com
Circulation: 2.3 million
Ad revenue:$650.2 million
Ad rate:$110,300 1-page 4/C
Comments:USA Today is the de facto official newspaper of hotels across America, where it reaches a powerful cross-section of traveling business people five days a week.

The Wall Street Journal
Phone: 212-597-5603
URL: http://www.wsj.com
Circulation: 1,943,601
Ad revenue: $1.125 billion
Ad rate: $209,301 1-page, 4/C
Comments: (See profile)

TRADE PUBLICATIONSArchitectural Record
Phone: 212-904-2518
URL: http://archrecord.construction.com
Circulation: 107,000
Ad revenue:$23.3 million
Ad rate:$13,950 1-page 4/C
Comments:The official magazine of the American Institute of Architects, Architecural Record reaches key specifiers in a $380 billion industry.

AviationWeek and Space Technology
Phone: 202-383-2318
URL: http://www.AviationNow.com/awst
Circulation: 104,000
Ad revenue:$26.2 million
Ad rate:$16,840 1-page 4/C
Comments:Hands down, the most important aviation publication in the world, AviationWeek has 16 news bureaus around the world and weekly distribution in more than 130 countries.

Builder
Phone: 202-452-0800
URL: http://www.builderonline.com
Circulation: 142,318
Ad revenue:$34.7 million
Ad rate:$14,870 1-page 4/C
Comments:The leading publication in the housing industry, Builder has an impeccable reputation for editorial quality.

Chemical and Engineering News
Phone: 610-964-8061
URL: http://www.acs.org
Circulation: 150,000
Ad revenue:$18 million
Ad rate:$16,650 1-page 4/C
Comments:The official publication of the American Chemical Society, Chemical and Engineering News reaches 46,000 research and development people worldwide.

Farm Journal
Phone: 800-523-1538
URL: http://www.agweb.com
Circulation: 582,737
Ad revenue:$17.9 million
Ad rate:$52,500 1-page 4/C
Comments:Farm Journal is among the very few b-to-b publications that grew in 2001, which the company attributes to its ability to target print messages and its cross-platform packages that include television, online and events.

Modern Machine Shop
Phone: 513-527-8800
URL: http://www.mmsonline.com
Circulation: 106,000
Ad revenue:$8.8 million
Ad rate:$4,290 1-page B&W
Comments:B-to-b media strategists know that this pocket-size publication is a powerhouse for reaching the mature manufacturing and metalworking industries.

Nation’s Restaurant News
Phone: 212-756-5000
URL: http://www.nrn.com
Circulation: 87,474
Ad revenue:$43.8 million
Ad rate:$15,120 1-page 4/C
Comments:The only paid-circulation newsweekly serving the $410 billion foodservice industry, Nation’s Restaurant News reaches restaurant decision-makers across the U.S.

Oil & Gas Journal
Phone: 713-963-6244
URL: http://www.ogjonline.com
Circulation: 28,016
Ad revenue:$8.1 million
Ad rate:$9,445 1-page 4/C
Comments:Oil & Gas Journal celebrates its 100th anniversary this year, and it remains the only independent petroleum industry publication with 100% paid circulation.

Pharmaceutical Executive
Phone: 732-346-3019
URL: http://www.pharmexec.com
Circulation: 16,507
Ad revenue:$3.7 million
Ad rate:$5,880 1-page 4/C
Comments:Aimed at executives in the global pharmaceutical manufacturing industry, Pharmaceutical Executive recently won American Business Media’s Grand Neal Award for editorial excellence.

Security
Phone: 630-694-4028
URL: http://www.securitymagazine.com
Circulation: 28,000
Ad revenue:N/A
Ad rate:$6,977 1-page 4/C
Comments:A leader in the security industry, the publication has only become more important since Sept. 11.

Utility Business
Phone: 610-238-0330
URL: http://www.utilitybusiness.com
Circulation: 49,736
Ad revenue:N/A
Ad rate:$7,670 1-page 4/C
Comments:Utility Business reaches executives in a $610 billion industry that is grappling with issues ranging from deregulation to the Enron scandal.

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