I think the name (a holdover from the 1800's) puts a lot of people off. As bcbrown said, it is really just the news magazine for smart people. There is a section on Finance and Economics, but it isn't any bigger than the Science section, say.

It would probably appeal to many HN readers, as it has a global, smart outlook. They cover things you don't hear about elsewhere. It is my primary source for news (I listen to the audio edition each week on my commute.)