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Media Power 50: General Business

May 4, 2009 - 6:01 am EDT
   
 
   
 
OTHER STORIES ON BtoB
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  • Stop to smell the roses
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  • The decline of newsrooms and the rise of branded publishing
  • Shifting from product-centric to customer-centric
  • Social marketing begins with good social listening
  • Different companies, same challenges
  • In making the selections for the Media Power 50, BtoB editors and reporters employed both objective and subjective criteria. They evaluated data such as ad revenue and audience, and interviewed top media buyers, advertisers and industry analysts for their opinions on the most powerful and targeted b2b advertising venues.

    AllBusiness Allbusiness.com

    Phone: (415) 694-5000

    URL: www.allbusiness.com

    Traffic: 6.3 million unique monthly visitors^^

    Ad revenue: N/A

    Ad rate: N/A

    Comment: The how-to site for businesspeople attracts those looking to get ahead and those, such as U.S. Cellular, looking to sell them goods and services,.

    Barron’s/Barrons.com

    Phone: (212) 597-5945

    URL: www.barrons.com

    Circulation: 311,133***

    Traffic: 2.1 million++

    Ad revenue (print): $60.7 million*

    Ad revenue (online): N/A

    Ad rate (print): $34,112 1 page 4/C

    Ad rate (online): N/A

    Comment: Barron’s columnist Alan Abelson predicted the brutal bear market (even if it took some time for his prognostications to become reality). Insight like that makes Barron’s a must for financial services advertisers.

    Bloomberg.com

    Phone: (212) 318-2000

    URL: www.bloomberg.com

    Traffic: 7.7 million^^

    Ad revenue: N/A

    Ad rate: $30 to $120 CPM

    Comment: The name Bloomberg is synonymous with financial news, and Bloomberg.com and its 7.7 million unique monthly visitors have been key for extending that brand beyond trading terminals.

    BNET

    Phone: (646) 472-3923

    URL: www.bnet.com

    Traffic: 4.2 unique monthly visitors^

    Ad revenue: N/A

    Ad rate: N/A

    Comment: Bnet.com is a general news site that takes advantage of the Internet with blogs and in-depth white papers. Advertisers crave the Web-savvy audience Bnet.com attracts.

    Business.com

    Phone: (888) 441-4466

    URL: www.business.com

    Traffic: 8 million unique monthly visitors (internal)

    Ad revenue: N/A

    Ad rate: Minimum bid of 40 cents per click

    Comment: This search engine, which dispenses advice and knowledge to businesspeople, has attracted banners and text ads from a variety of b2b marketers.

    BusinessWeek/Businessweek.com

    Phone: (212) 512-2000

    URL: www.businessweek.com

    Circulation: 933,820***

    Traffic: 9.2 million unique monthly visitors++

    Ad revenue (print): $236 million*

    Ad revenue (online): $19 million

    Ad rate (print): $112,200 for 1 page 4/C

    Ad rate (online): $50 to $200 CPM

    Comment: BusinessWeek has come on strong in transferring the brand power of its print edition to the Web, where it’s an innovator in employing user-generated content. Advertisers include business schools, such as Northwestern University’s Kellogg Graduate School of Management, and Verizon Wireless.

    The Economist/Economist.com

    Phone: (212) 541-0500

    URL: www.economist.com

    Circulation: 786,977***

    Traffic: 4.1 million unique monthly visitors***

    Ad revenue (print): $131,529,000*

    Ad revenue (online): N/A

    Ad rate (print): $62,600 1 page 4/C

    Ad rate (online): $35 CPM

    Comment: The Economist attracts a business audience with its global perspective on politics and finance, and b2b advertisers have followed this audience, both in print and online.

    Fast Company/Fastcompany.com

    Phone: (212) 389-5300

    URL: www.fastcompany.com

    Circulation: N/A

    Traffic: N/A

    Ad revenue (print): $46 million*

    Ad revenue (online): N/A

    Ad rate (print): N/A

    Ad rate (online): N/A

    Comment: Although it is suffering now like just about every other business magazine, Fast Company had a banner year in 2008, as readers and advertisers flocked to its refreshing view of the business world.

    Financial Times/FT.com

    Phone: (212) 641-6550

    URL: www.FT.com

    Circulation: 451,676 ***

    Traffic: 11.4 million unique monthly visitors***

    Ad revenue (print): N/A

    Ad revenue (online): N/A

    Ad rate (print): $44,055 for 1 page 4/C

    Ad rate (online): N/A

    Comment: The distinctive salmon pink-colored sheets of the Financial Times are a sign of distinctive, global-oriented news coverage that attracts international b2b marketers to advertise in its pages.

    Forbes/Forbes.com

    Phone: (212) 366-8900

    URL: www.forbes.com

    Circulation: 900,000

    Traffic: 18.6 million unique monthly visitors++

    Ad revenue (print): $338 million*

    Ad revenue (online): N/A

    Ad rate (print): $114,509 for 1 page 4/C

    Ad rate (online): $120 CPM

    Comment: Forbes, in both its print and Internet incarnations, remains a force to be reckoned with. Forbes.com has been a pioneer in recognizing the value of aggregating business content online.

    Fortune/CNNMoney.com

    Phone: (212) 522-8007

    URL: www.cnnmoney.com

    Circulation: 830,000 North America; 1 million worldwide***

    Traffic: 8.4 unique monthly visitors+

    Ad revenue (print): $276.6 million*

    Ad revenue (online): N/A

    Ad rate (print): $118,600 for 1 page 4C (North America)

    Ad rate (online): $113 to $177 CPM

    Comment: Fortune and its sibling site, CNNMoney.com, are the focal point of Time Warner’s business coverage, and the combination is a powerful draw for such b2b advertisers as Sprint and Apple.

    Harvard Business Review

    Phone: (617) 783-7616

    URL: www.harvardbusiness.org

    Circulation: 245,831***

    Traffic: 1 million (internal)

    Ad revenue (print): $19 million*

    Ad revenue (online): N/A

    Ad rate (print): 40,043

    Ad rate (online): $75 CPM for home page, $55 CPM for run of site

    Comment: Harvard Business Review’s in-depth analysis of best business practices makes it a must-read for many top executives. In print and on the Web, the brand boasts advertisers such as SAS and GoToMeeting.com.

    Inc./Inc.com

    Phone: (212) 389-5300

    URL: www.inc.com

    Circulation: 700,000

    Traffic: 746,391 unique monthly visitors

    Ad revenue (print): $86 million*

    Ad revenue (online): N/A

    Ad rate (print): $74,200

    Ad rate (online): $100 CPM

    Comment: Inc. remains the standard in delivering news and information for small-business owners. It has extended that brand online, and advertisers looking to reach small businesses have followed.

    Investors Business Daily/Investors.com

    Phone: (212) 626-7686

    URL: www.investors.com

    Circulation: 209,068***

    Traffic: 1.1 million unique monthly visitors++

    Ad revenue (print): N/A

    Ad revenue (online): N/A

    Ad rate (print): $32,903 for 1 page 4C (Mon. edition)

    Ad rate (online): $10 to $75 CPM

    Comment: The newspaper revamped its Web site to offer more tools for its high-net-worth clientele that b2b advertisers are continually trying to reach.

    Wall Street Journal/WSJ.com

    Phone: (212) 597-5868

    URL: www.wsj.com

    Circulation: 2,069,463***

    Traffic: 23.3 million unique monthly visitors++

    Ad revenue (print): N/A

    Ad revenue (online): N/A

    Ad rate (print): $277,646 for 1 page 4/C (U.S. edition)

    Ad rate (online): N/A

    Comment: In an era when newspapers are losing circulation, the Journal continues to gain readers both online and in print. Readers crave the Journal’s take on business news in these uncertain times, a fact not lost on b2b marketers.

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