The Incredible Shrinking BusinessWeek
In fact, BusinessWeek’s print circulation continues to hover on or about 900,000, while its online readership continues to modestly grow (to 3.5 million unique visitors, up 1% from last year), as Nat Ives recently reported for Ad Age. With BusinessWeek’s future at stake as McGraw Hill seeks a buyer, even one of its own reporters, Bruce Nussbaum is brainstorming about what business model would work to keep it in business – a hybrid subscriber/advertiser model highlighted by “curated” conversations by smart editors or participants on business issues, or an elite subscriber print magazine at a higher fee.
In fact, most media consumption is going online – even for C-level executives – as my colleague Ken Makovsky wrote recently in his blog. A Forrester Research report earlier this year attested to the fact that BtoB marketers are racing to make up for lost time in adopting social media marketing into their plans -- 91% of of those who make buying decisions in the BtoB technology sector read blogs and watch user-generated video.