Magazine article Editor & Publisher

New Sunday Business Supplement

Magazine article Editor & Publisher

New Sunday Business Supplement

Article excerpt

THE SUNDAY SUPPLEMENT market is suddenly sprouting a new generation of segmented magazines.

The newest Bloomberg Personal, a personal finance magazine launched Sept. 11 by Bloomberg LP, familiar to newspapers as the owner of Bloomberg Business News. The supplement appeared in 13 newspaper markets with combined circulation of 5.8 million.

The launch followed Parade magazine's announcement that it plans to start a Sunday supplement for kids next September called react.

"The fact that we started with 5.8 million circulation shows the tremendous interest in personal finance," said Bloomberg staffer Jay Langan. "These newspapers were ecstatic to get this into their papers because it adds to their business and financial coverage."

Plans call for Bloomberg Personal to appear monthly through December and to become weekly in February.

After a "soft launch" devoid of hard selling in advance, newspapers have been calling unsolicited to get Bloomberg Personal, according to Tim Kelly, who created the magazine and serves as ad director. He said advertiser support has also blossomed since the product hit the streets.

The supplement made its debut in the New York Daily News; Dallas Morning News; Houston Chronicle; Chicago Sun-Times; St. Petersburg Times; Denver Post; Detroit News; Boston Herald; the Record and Gannett Suburban newspapers, both outside New York City; the Orange County Register; Contra Costa Newspapers and Alameda Newspaper Group, both outside San Francisco.

Bloomberg is close to agreements with several other major papers and tentatively plans to expand circulation to about 10 million.

"We did not start this as a profit center," Kelly said. "There was a demand from newspapers to expand the news hole for personal finance .... This was truly a demand-driven product."

Bloomberg Personal is completely advertiser supported. Like the business news service that Bloomberg gives away to newspapers, the magazine is free to newspapers, which sign exclusive agreements to a carry it.

"We see this as an extension of our relationship with newspapers," Kelly said.

The magazine is written and edited by the staff of Bloomberg Business News, which employs over 300 journalists to cover financial news from 45 bureaus around the world. The three-year-old agency provides news to over 100 U.S. newspapers -- a service that promotes the financial information Bloomberg sells to businesses for a profit. …

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