Give an unemployed millennial (an their parents) a hand!
It takes five issues of Businessweek to hook someone. This is what Bloomberg's data showed. But getting anyone to pick up the magazine once was a problem. Most people saw the magazine as boring and staid. Bloomberg desperately wanted to appeal to the younger, millennial tech audience that they had designed the magazine for, but they were having trouble getting any traction. We decided that maybe the best way to appeal to these millennials was not directly, but through their parents.