Today, Adweek Media Group announces a new content development strategy to gather, report and analyze news and information from an increasingly diverse and complex marketplace.
Content development and distribution for all Adweek Media audience platforms — which include Adweek, Brandweek and Mediaweek — will now be coordinated through one combined editorial organization. With this strategy, the combined group will create, organize and determine the specific messaging delivered to Adweek Media’s primary audiences of senior-level decision makers in advertising, agency, media and marketing.
Adweek Media’s content distribution platforms: Adweek Magazine, Adweek.com, Brandweek Magazine, Brandweek.com, Mediaweek Magazine, and Mediaweek.com, as well as the 15 email newsletters produced by Adweek Media, all remain intact.
Additionally, Adweek Media will continue its strategy of speaking to the marketplace through its three separate and distinct media brands, while working collaboratively to share more content in print and online to provide each of their audiences with a broader outlook of the industries served. The three chief editors of Adweek, Brandweek and Mediaweek — Mike Chapman, Todd Wasserman and Michael Burgi, respectively — will continue to lead their brands and remain focused on serving the unique information needs of their individual audiences, while also expanding and sharing resources to meet those needs.
This integrated, yet industry audience-targeted approach to sharing content between brands is supported by the fact that only 1.5 percent of all of the print subscribers of Adweek, Brandweek and Mediaweek receive all three publications, which alleviates the potential for delivering repetitive content to subscribers.
“As choices facing those who engage in the purchase process of marketing and media services become more complex and diverse, marketers are implementing a broader number of solutions in the marketplace,” said Sabrina Crow Senior Vice President of the Marketing, Media and Visual Arts Group of Nielsen Business Media. “This new strategy strengthens our ability to report on more of those solutions and gather a more robust range of information relevant to our collective, but distinct audiences.”
With this new strategy, the Adweek Media Group will eliminate some editorial positions and reassign editorial coverage responsibilities, enabling delivery of a broader and more diverse amount of content to their collective audiences.
“As we reorganize our team, we will continue to invest in areas of high growth opportunity, including digital technology and staff, and develop new products and services to serve our readers and advertisers,” added Crow.