MDI’s Business21 to hit newsstands in January

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 January.

An e-commerce magazine launches this month as a controlled

circulation title, and will become a newsstand publication in

January.



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

business.



The other major target readership comprises people interested in setting

up digital businesses with a view to challenging old-style ’bricks and

mortar’ companies.



’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

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