By GREG HUGHES, campaignlive.co.uk, Monday, 13 December 1999 12:00AM
An e-commerce magazine launches this month as a controlled
circulation title, and will become a newsstand publication in
Business21 is the latest venture from Media Directories International
(MDI). An unusual launch strategy will see MDI print 10,000 copies of the
first two issues and distribute them free to ’opinion formers’ in retail,
venture capital and internet start-up businesses. A newsstand push will
then follow in the new year.
The January edition will have a print run of 50,000. It will also feature
a major increase in pagination, from 68 to more than 100 pages. The cover
price will be pounds 2.95.
Advertising is to be overseen by commercial director Luke Tope, ad manager
Graeme Stirling and sales executive Michael Gale.
Michael Taylor, editorial director for the group and launch editor of
Business21, said: ’It’s an easy-to-read business magazine for the reader
who wants to know more about developing e-commerce strategies. It’s not
just another boring IT title - this magazine is about using technology to
improve your business.’
Business21 will have two principal target markets. First, it will be aimed
at entrepreneurs who want to update the way their companies do
The other major target readership comprises people interested in setting
up digital businesses with a view to challenging old-style ’bricks and
’We’re not just talking about the internet’, said Taylor. ’This magazine
will address all aspects of e-commerce, whether across the internet,
digital TV, mobile phones or any other kind of technology.’
As of the third issue, advertising will make up 25 to 35 per cent of
Business21’s pages. MDI has attracted several big-name clients including
Cisco, IBM, Andersen Consulting, 24/7 and Epson.
Business21 will also be on the look out for sponsorship of features and
will be offering competitions, advertorials and new product promotions.
This article was first published on campaignlive.co.uk