"For years, FedEx Corp. bought ad space in most of the mainstream newsweeklies to capitalize on the tremendous reach they provided. But in the past 18 months, as the newsweeklies have faced growing competition for readers, the shipping company has altered its ad spend.

Rather than run an ad here and there, FedEx has opted to purchase space in a number of specific demographic editions that the newsweeklies offer to marketers, said Steve Pacheco, director of advertising for FedEx. These vehicles include the SmallBiz quarterly insert in BusinessWeek, as well as sponsorship of a U.S. News & Word Report radio program on finance and business that's carried by Westwood One Radio Network.

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Most issues of The Economist feature a special report on topics such as technology or oil. "We don't want product around advertisers but editorial-led components that are important to readers in which we then try to monetize, not the other way around," said Paul Rossi, publisher of the magazine's U.S. edition."