Future Publishing is recruiting six staff - including an ad
director - for the April launch of a UK edition of its US internet
business magazine, Business 2.0. Editions in Germany and France will
follow later in the year.
Future is investing ’at least a seven-figure sum’ in the launch. The
monthly magazine’s circulation will be a mix of controlled and paid-for
but most of the revenue will be generated from advertising.
IT advertisers such as IBM and Microsoft will be targeted, as will
dot.com and ISP companies. Following the US model, advertising will also
be sought from major corporations such as BMW, British Airways and
Absolut Vodka, bringing Business 2.0 up against the established business
Publishing director John Weir said: ’We don’t expect The Economist and
Management Today to take our entry into the market lying down. We fully
anticipate having to fight aggressively for market share. It should make
for interesting times this year.’
The new title will also face competition from Business 21 - a new title
from independent publisher MDI.
Future claims the magazine is a copy of its own title and is taking
Business 2.0 will provide business leaders with in-depth analysis of how
the internet is affecting business and the opportunities it provides in
the fast-changing online environment.
The circulation of the US edition has grown to 210,000, a 30 per cent
increase in the last six months. The December issue had a record 336
pages, with a 300 per cent increase in advertising pages over the
In May, the US edition will move to a bi-monthly frequency. In the UK,
Future is thought to be looking for an initial circulation of
Future’s chief executive Greg Ingham said: ’With the explosion of
interest in the internet in the UK and Europe, we believe it is the
right time to launch in these markets.’
Future has also announced plans for a new Dutch subsidiary, Future
Publishing Holland, based in Rotterdam. It will own and publish Future’s
existing Dutch titles Future Music, N-Magazine and PC Gamer.