Campaign International: Medium Of The Month - Connectis is designed to make sure European management is dotcom.literate, Joe Gill reports

The flotation of Freeserve in July, quickly followed by other e-business flotations such as QXL and 365, proved that the internet revolution had finally dawned in Europe.

The flotation of Freeserve in July, quickly followed by other

e-business flotations such as QXL and 365, proved that the internet

revolution had finally dawned in Europe.



The dotcom frenzy that has gripped the US for the past half decade began

to attract real money in the City.



Enter Connectis, the sober-looking and straight-talking magazine

supplement that was slipped into the folds of Pearson’s three European

business newspapers - the Financial Times, France’s Les Echoes and

Spain’s Expansion - last November.



Connectis aims to exploit interest in Europe’s fledgling e-sector.

Germany, which has the most developed web industry on the Continent, is

also the scene for Pearson’s big European launch of 2000 - FT

Deutschland.



Peter Highland, director of Connectis publishers, Partnership

Publishing, says the supplement ’is aimed at the senior management

readership of Pearson’s papers - people who need to know what the impact

of e-commerce is going to be. We have heard about the US, but what is

interesting is what’s going on in Europe.



’Advertisers are demanding that Pearson and its competitors leverage

their various resources and put together packages with pan-European

coverage.



The editorial gap is quite large - if you don’t know what is going on in

Germany, and you don’t read the FT, you would have a problem in finding

the coverage elsewhere.’



Unlike the news-driven Pearson dailies, Connectis aims to be more

reflective and deal with e-commerce as it affects Europe as a whole.



Connectis’s closest rival appears to be the joint venture title by The

Economist and the Wall Street Journal, called Handelsblatt Convergence,

which is published as a supplement to the Journal’s European

edition.



Unsurprisingly, advertisers in Connectis include Intel, Compaq and

IBM.



As anyone who hasn’t been in a coma for the past few years knows, and as

Connectis won’t let us forget, we are immersed in what is being likened

to a third industrial revolution. ’It would be irresponsible if we

didn’t do this seriously,’ Highland says.



Connectis fact file

Owner                    Pearson

Launched                 November 1999

Circulation              600,000 for first issue

Ad rate for full page    dollars 28,368

Frequency                Bi-monthly



Edited by Anna Griffiths Tel: 0181-267 4892 E-mail:

anna.griffiths@haynet.com.



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