BusinessWeek offers multiple opportunities across its platforms for advertisers, but it all comes back to the magazine, which remains sought after by readers and the companies looking to reach them.st.

"When you come to the Web site, you know what you're looking for," said Publisher Geoff Dodge. "In the magazine, our editors are looking to almost surprise you. You didn't know what you're looking for. Print is not going away. [Readers] look to print to surprise them, to go into real depth."

Media buyers agree that when decision-makers want an interpretation of the news and something to think about, they want to read about it on a piece of paper, not a computer screen, and BusinessWeek is feeding that need.

"It not only reports but it also interprets in a way that you can't get online," said Ginny Cooper, principal at Cooper+Simmons Media Architects. "The print that is going to remain with us is the one with the best editorial. With BusinessWeek, the editorial is thoughtful, provoking."

Cooper added, "BusinessWeek is more coming into its own than it has in a long, long time. I'm getting more value per reader than I did 15 or 20 years ago. The people that are into it are really into it."

While a loyal readership base is driving advertisers to the pages, Dodge said he sees a trend of online buys driving deals. Key advertising categories for BusinessWeek remain technology, business services and telecommunications.

Perhaps the best example of an integrated media strategy using BusinessWeek is a sponsorship program of Sun Microsystems that began in February 2006. The tech company runs an ad in the cover story each week that invites readers to go to businessweek.com and share comments. Visitors also can download a podcast of a behind-the-scenes interview by Executive Editor John Byrne with the writer of the cover story. Sun runs a 15-second message at the beginning of the podcasts.

Within the magazine, Dodge sees more opportunities for special advertising sections. In April, the magazine ran a two-page report introducing a small-business confidence index sponsored by Capital One. The study, conducted by BusinessWeek Research Services, will be followed up in Augu