Media Power 50: No. 3 BusinessWeek

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BusinessWeek, which celebrated its 75th birthday last September, "is still a very solid business publication," as Donna Mercer, partner-media director at Howard, Merrell & Partners, put it.

BusinessWeek's print editions reach 5.6 million business readers around the world, and BusinessWeek Online has almost 4 million unique visitors a month.

Among major print business magazines, "our audience has always been a little broader," said William Kupper Jr., president of McGraw-Hill Cos.' BusinessWeek Group. In addition to senior executives and upwardly mobile middle management in the country's largest corporations, "we also have a lot of entrepreneurs, and a third of our CEOs and presidents run companies with fewer than 250 people," he added, "so we cover a big fabric of America."

But could the growth of BusinessWeek's print flagship be topping out? Advertising pages for BusinessWeek's North American edition were off 11.5% in the first quarter of this year, according to the Publishers Information Bureau. "I think they're hungrier than they were before," said Kelly Konis, managing director at Carat: "They're willing to work with you on ideas."

"We have much more to offer now as an integrated media platform," said Kupper, adding that Stephen Adler, BusinessWeek's newly named editor in chief, "is the right guy at the right time" to advance the title into 21st century multimedia journalism.

Adler officially assumed the title on April 1, succeeding Stephen Shepard, who had been editor for 20 years and oversaw the redesign of BusinessWeek in 2003. Before joining BusinessWeek, Adler spent 17 years at The Wall Street Journal, most recently as deputy managing editor of the newspaper and editorial director of He was the ultimate choice for the BusinessWeek job because of his integrated media background, Kupper said.

Adler oversees the content of the print weekly, as well as the Web site and a weekly syndicated TV program. "We must be three things to our readers-indispensable, global and truly multichannel," he said. Already, Adler has started blurring the lines between the print and online editorial teams. "We will integrate the staffs more and more as we go along," he said.  —Marie Griffin

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