Mediaweek, Brandweek Folding into Adweek

By Steve Smith
04/12/2011

Mediaweek and Brandweek will be folding into Adweek in coming days. Notes atop the respective Prometheus Global Media sites yesterday (April 11) told readers, “In the upcoming weeks, Mediaweek.com [and Brandweek.com] will become part of the new, completely redesigned Adweek.com. You’ll still get the brand marketing news you seek out here, but in an enhanced site with an unmatched user experience. Look forward to exclusive content, more video and new interactivity – coming soon!” Similar notes accompanied the print issues of all three publications this week.

The integration of the three media trade brands has been discussed for years as previous publisher Nielsen struggled to find a strategy for the titles. When Prometheus acquired the group over a year ago and recently installed Michael Wolff as Adweek editorial director, the company signaled its intent to reposition the strategy. According to media reports the current issues of Mediaweek and Brandweek magazines are the last. The original intent of three b2b brands serving the industry had been to target ad agencies with Adweek, marketers with Brandweek and the media industry with Mediaweek. With all of the properties consolidated under the one property, Adweek may be in a better position to challenge perennial rival Advertising Age

Below are the boxscores from IMS/the Auditor for January – December 2010 vs. 2009 for Prometheus group.

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PROMETHEUS GLOBAL (As of April 12 Mediaweek and Brandweek folded into Adweek)

Title

Ad Pgs. ‘10

Ad Pgs. ‘09

% Change

Title

Ad Pgs. ‘10

Ad Pgs. ‘09

% Change

Adweek

551.82

519.27

6.27

Hollywood Reporter

1,761.05

2,127.79

-17.24

Brand Week

582.74

534.79

8.97

Mediaweek

559.17

513.05

8.99

 

 

 

 

Total (4 Titles)

3,454.78

3,694.89

-6.50