Content area
Full text
Upping the stakes, IBD seeks piece of Wall Street Journal business, while Financial Times advertises in the Journal, its erstwhile competitor
No. 2 is starting to take aim at No. 1. Investor's Business Daily, the nation's second-largest financial paper - whose circulation advanced 6.6% to 251,000, according to the latest Audit Bureau of Circulations numbers is rolling out its most ambitious advertising campaign, and in the cross hairs is the 1.7 million circulation New York behemoth, The Wall Street Journal.
Trumpeting its latest market research, the Los Angeles-based financial paper has bought full-page ads in The New York Times, USA Today, Advertising Age, and other national publications promising that ads in IBD will generate more customer traffic than ads in the Journal. The campaign will run through the end of the year, the company says.
The no-nonsense, black-and-white ad offers an "unconditional guarantee" that business advertisers "will receive at least 50% more inquiries with Investor's Business Daily, per dollar spent, than with The Wall Street Journal, or any national business magazine."
IBD founder and Chairman Bill O'Neil says the offer makes solid business sense. "We have grown and taken market share from...