Business Services Industry
Biz titles reach out to rebound; Forbes, Fortune, BusinessWeek find unusual partners to hold onto ad pages.(magazine advertising)(Brief Article)(Statistical Data Included)
Crain's New York Business, July, 2002 by Block, Valerie
This fall, Forbes plans to run ``Dressing Up America,'' a special advertising section detailing the trend back to suits. Saks Fifth Avenue has signed on to the project and will pitch in with both in-store events and ads. BusinessWeek recently announced a partnership with USA Today through which the two titles will collaborate on financial stories to appear in both publications.
They'll also share advertisers. Fortune magazine cut a similar deal with sister publication Golf Magazine. Lousy markets make for strange bedfellows. Though business titles aren't the only ones scurrying to tap new revenue sources, they rode the bull market to telephone book girth and have been hit hardest by the advertising downturn. Now, they have the most ground to make up. Not...
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