Two commonly-owned business magazines : a case study of editorial and managerial perspectives

This study examined the history and the editorial and management policies of two Tennessee business magazines under common ownership. Advantage and Tennessee Business developed as part of a national trend in the business publishing industry.

Primary data were gathered through four days of personal interviews with the editors, advertising directors and production director of the magazines and the corporate treasurer.

Advantage had the more stable concept and clearly defined purpose of the two magazines. The editor's consistent editorial focus kept the magazine relevant to local business people. He helped build circulation and increase relevance by broadening the appeal demographically and geographically.

In contrast, Tennessee Business lacked a clear concept and consistent editorial purpose. The magazine was started in the same year the parent company developed financial problems. Staff turnover, change in editorial content and missed newsstand deadlines characterized the magazine's first year of publication. By April 1984, management had reorganized and obtained additional financing.

The study suggests that there may be significant differences in city and regional business magazines. A different marketing and editorial strategy may be appropriate for each.