|Name: Gary Holland|
Title: Publisher, Barron’s
Company: Dow Jones & Co.
Goal: "Stay focused on growth and promote the weekends."
The 17-year veteran of Dow Jones & Co. is confident that the growth trend will continue. “We seek out top management and active investors, and that’s what we relate to advertisers,” he said.
Barron’s is banking on a flight to quality by advertisers in a softening market. Holland’s core advertising targets are financial services, corporate, technology and international.
The magazine also aims to boost its circulation from 310,000 to 315,000.
"We’re a very unique product compared to other business books," Holland said. "We have the immediacy [of the markets], talk more about the future of business and finance, and focus on overvalued and undervalued companies."
Timing helps, too. The magazine hits newsstands every Saturday and is delivered to subscribers the same day. Holland said 93% of Barron’s readers will spend at least 2Â½ hours reading the publication during the weekend.