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Article: A brand-new balance sheet.(new-found success of Chief Executive magazine)
- Article from:
- Folio: the Magazine for Magazine Management
- Article date:
- December 1, 1997
- Author:
CopyrightCOPYRIGHT 1997 Copyright by Media Central Inc., A PRIMEDIA Company. All rights reserved. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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When Arnold Pollard bought Chief Executive from McFadden Publishing four years ago, the controlled-circulation monthly aimed at America's corporate leaders desperately needed a shot in the arm. Advertising was stagnant, revenue sources were limited, and the magazine cried out for a graphic makeover. Insiders speculate that McFadden, whose holdings include supermarket tabloids and a handsful of trade publications, never really found a place for a magazine that bills itself as "for, by, and about CEOs." And Chief Executive's market position was tenuous even before McFadden's ownership -- its original owner, a Dutch oil trader, was merely dabbling in the media business.
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