Computer Active recruits Kehoe

VNU’s flagship title Computer Active has brought in a new sales manager and is planning to launch an advertising campaign after the magazine last week announced a year-on-year sales increase of 46 per cent.

VNU’s flagship title Computer Active has brought in a new sales

manager and is planning to launch an advertising campaign after the

magazine last week announced a year-on-year sales increase of 46 per

cent.



Paul Kehoe will join VNU on 1 March from Quantum Publishing, where he is

commercial manager on key accounts across hospitality titles such as The

Publican and Hotel & Restaurant magazine. Clients of the hospitality

division include Coca-Cola and Carlsberg.



Kehoe replaces the current sales manager Stephanie Newman, who takes on

a new role as commercial manager for Computer Active and brand

extensions.



Computer Active, which is aimed at people with little or no computer

knowledge, aims to further increase its readership with an advertising

campaign, which rolls out on 23 March. VNU has appointed MediaCom TMB to

plan and buy its pounds 1 million television and point-of-sale drive,

promoting the late-March and early-April editions of the magazine.



This represents a major slice of Computer Active’s annual marketing

budget, which is around pounds 1.8 million.



Publishing director Juliet Parker said: ’We only launched in February

1998 and our sales increases have been phenomenal. We are still

aggressively growing the brand and our ad sales team has increased from

four to six in the last year.



’We have a strict advertising:editorial ratio of 30:70 but the magazine

comes out twice a month, which means we can keep both our advertisers

and our readership happy. We don’t swamp our readers with ads in the way

monthly titles often do.’



Computer Active’s ABC for June to December 1998 was 223,577. This year’s

equivalent figure, released on Thursday, was 325,836. Its fortnightly

sales are now almost double the monthly sales of its highest-selling

rival Computer Shopper, whose most recent ABC figure was 173,539.



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