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August 02 2011


Crazy move? - Bloomberg Businessweek increases paid circulation +10pc

Act of desperation or smart strategic move?

AdAge :: Magazines once pumped up paid circulation as far as they could, even if customer acquisition, paper, printing and distribution costs overwhelmed any circulation revenue they got, because advertisers seeking big audiences made it worthwhile. In a rather unusual move for the magazine business these days, Bloomberg Businessweek is increasing the paid circulation it promises advertisers to 980,000 early next year from 900,000 now, more than undoing the prior owner's rate base cut in 2006.

Continue to read Nat Ives, adage.com

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