Learn From the 2010 Masters of Engagement
A brand that stands out as that lifelong friend to 40 million readers
Helping readers pull their heads out of the sand and face economic reality
This “match made in heaven” has placed itself into every corner of the pop culture experience
A brand you invite for a chat over tea
A 169-year-old brand that has become a staple in the agriculture business
One of the most trusted electronic engineering media brands
1.5 million Twitter followers helped this brand break its site traffic records
A Web site that has become a broadcast hub.
If you are engaged to be married, then you are engaged with this site
A community for professional landscapers and snow removal small business owners
Kids help set the editorial agenda
This brand’s Beautiful Baby Search resulted in more than 300,000 user-submitted baby pictures
A brand that engages its readers with gossip about celebrities—and their pets
The perfect brand for the perfect bikini body
One of the oldest and most trusted sports news brands
This user-generated media brand has an outsized recipe book
Where the fashion-minded teen rules
A focal point for the practice of yoga
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BusinessWeek believes relationships should be full partnerships, and few other media brands so openly, consistently and honestly court their readers. At BusinessWeek Online, the “What’s Your Story Idea?” link prompts visitors to suggest a topic, while the new social media venture BusinessExchange lets readers share with one another what they are reading around the Web. The brand even solicits questions from readers to ask of top executives the staff is about to interview.
.jpg) As executive editor (and min Digital Hall of Famer) John Byrne is fond of saying, BW is changing journalism from a product into a process. Readers suggest stories, often act as sources and then become part of the discourse that follows. The touch points BW has established with readers are as numerous as they are relentless. User comments and well-discussed stories surface at the magazine home page. Users even dine with editors. Byrne and more than 40 staffers are veteran (if such a term can now be used) Twitter users who maintain constant contact with readers and use that feedback in many editorial ways. And like any dutiful spouse, BW is a good listener. Its ongoing discourse with readers has culminated in major print products like the recent “Trouble in the Office” double issue that involved input from more than 4,000 readers to build a comprehensive portrait of workplace challenges.
BusinessWeek is not another media lothario, sweet-talking readers into believing the brand really cares. Every day, and in every way, the magazine makes good on its vows. In the process, the magazine is modeling a new generation of media/audience marriage. The brand gives readers a real voice and a real authority. It is a marriage of equals. —Steve Smith
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