Adweek reports on new research that shows more people are reading business publications. the Mediamark Research & Intelligence.
The Wall Street Journal saw its audience grow 11.6%, to 3.4 million; Forbes' grew 11.5%, to more than 6 million; Fortune's rose by 9%, to 4.1 million; and The Economist's audience grew 6%, to 2.8 million.
People may be cutting back on the number of magazines they buy, but they're still interested in the world of business, says Roberta Garfinkle, director of print strategy at TargetCast. Yet those audience gains are hardly reflected in magazines' advertising results. "Some advertisers are losing sight of the fact that the audiences in some instances are growing," she said.