by Herman Manson (@marklives) Finweek will no longer be carrying its regular advertising and marketing pages, edited by veteran marketing journalist Tony Koenderman. Finweek editor, Marc Ashton, says the decision was taken in a bid to refine and define the magazine content to ensure that every page plays to its strength in the entrepreneurial/personal finance space and to focus on more “how to” type content in both print and digital formats.
“Audience demands a focused product”
“As a relatively young editor, one of the lessons which have been drilled into me over the last few months is that an audience demands a focused 
product,” says Ashton. “I think sometimes we have tried to cater for too broad an audience. When we have focused our content around our core reader (personal finance and entrepreneurship) it reflects in sales.
“I think one area where we can be particularly strong is in the ‘how to’ space and one of the avenues we are chatting to a few players is the digital marketing space and how entrepreneurs can use technology to execute their plans (with a focus on specific briefs and how they were executed).
“The other aspect to consider is that advertising and marketing are two tools that can be executed well in a digital environment. We have done things like ‘Ad of the Week’ and video content around adverts on Finweek.com and these have been quite actively shared in the social media space. We want to focus on getting some of our digital properties right.”
Left to pursue other opportunities
It is understood that Koenderman has left the magazine to pursue other business opportunities. He has already launched a new podcast show called T’s & C’s Apply on BizRadio.
Ashton noted that the industry awards annual and event, AdReview, used to be a joint venture between Finweek and Tony Koenderman, but that in 2011 there was an internal restructuring which saw AdReview actually moved into M24 Business magazines, which aligned it with the recently closed down trade magazine AdVantage.
At the time of writing, it was still unclear what is happening with the AdReview brand.