BOSTON As the magazine market continues to contract, BusinessWeek has selected independent Toy in New York for a brand repositioning and multiplatform campaign targeting the publishing trade and consumers.
"The media landscape has never been more complex. BusinessWeek is an innovative source of global insights and we're looking forward to not only reintroducing the brand to engage info-hungry, success-driven businesspeople around the world, but to also answer the question, 'With all these choices, why turn to BusinessWeek?'," said Anne Bologna, agency partner.
The publication in the recent past has worked with Boston-based independent Modernista!, mainly on graphic design. The title's six-month circulation was 933,566 in December 2007, about flat compared to the same period the previous year, per the Audit Bureau of Circulations. (BusinessWeek's annual ad spend has been in the $500,000 range, per Nielsen Monitor-Plus.)
BusinessWeek is the second big-name national magazine to step up marketing efforts and hire an agency in as many weeks, following the selection of Euro RSCG by The Atlantic.