'Barron's' serves 'pentamillionaires'

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The Bernie Madoff scandal has spooked wealthy investors about properly protecting their assets, according to Ed Finn, president and editor of Barron's (300,000 circ.), which is published by Dow Jones & Co. With that in mind, Barrron's recently rolled out a new section targeting “pentamillionaires”—individuals with at least $5 million in assets. The 24-page pullout section, titled “PENTA,” will appear quarterly in the Saturday newspaper. MB: How will the new section enhance the publication's overall marketing efforts? Finn: It will deepen our relationships with our wealthiest readers. Pentamillionaires are looking for unbiased advice on investments, trusts and taxes more than ever. The market gyrations have hit this group harder than others, particularly for people with exposure to hedge funds. On the ad side, there are many full-service brokerages, private banks and independent advisers seeking to reach pentamillionaires. MB: Do you plan to cross-market it with other Dow Jones properties? Finn: The main target is the Barron's audience. We may make some of the “PENTA” content free online so it can gain a larger audience. In terms of cross-marketing ads, all advertisers are eligible for discounts if they also advertise with our sister publications, such as The Wall Street Journal. MB: Why are you expanding print, considering the print ad decline? Finn: We still feel good about print. We also see a void to be filled because we don't believe other publications are offering top-notch personal finance advice to the pentamillionaire segment. —M.S.
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