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
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
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.