Bloomberg Businessweek to begin regional editions in Europe and Asia, raise circulation rate base to 980,000 in early 2012 from 900,000
August 1, 2011
– Bloomberg Businessweek said Monday that it will start regional editions in Europe and Asia and raise a circulation target known as the rate base by 9 percent.
The rate base, which is the minimum guaranteed circulation promised to advertisers, will increase to 980,000 from 900,000 in early 2012, the magazine said.
Financial news service Bloomberg LP bought Businessweek in 2009 from McGraw-Hill Cos. for about $5 million. It relaunched the magazine in 2010, drawing content from 2,300 journalists in 72 countries.
The magazine said that it added 37,000 subscribers, or 7 percent, in the second half of 2010 compared with a year earlier. It said it had a 14 percent increase in advertising pages in the first half of 2011, also compared with a year earlier.
The European and Asian editions of the magazine will feature content from the global edition plus reporting from 800 Bloomberg reporters in Europe and 500 in Asia.
Magazine president Paul Bascobert said the ability to raise the rate base shows that the company's investment in the brand is paying off.
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