E-first launch pulls in blue chips

Unisys, Pricewaterhouse-Coopers and Hewlett-Packard have all signed up for the launch issue of e-commerce magazine, e-first.

Unisys, Pricewaterhouse-Coopers and Hewlett-Packard have all signed

up for the launch issue of e-commerce magazine, e-first.



E-first hits the newsstands on 10 February. The publication is aimed at

board-level directors and government executives who develop e-commerce

business for their organisations. The initial print run will be

27,000.



Publisher Bob Lefroy, who also publishes Business Money, said: ’For some

reason, existing internet and e-commerce titles are adopting the racy,

techie, American approach to the subject.’



He continued: ’This is alien to UK senior executives entrusted with

developing new business models around e-commerce for long established

companies.’



E-first CEO David Rose sold the advertising for the first issue himself,

although he is now searching for an experienced ad sales manager.



’We did have a sales executive but, to be honest, they didn’t understand

e-commerce - very few people do - so I ended up selling it myself,’

explained Rose. ’I have very good contacts with blue-chip organisations

like PricewaterhouseCoopers and Hewlett-Packard.’



Rose added that the future sales manager should have aspirations to

become the marketing director and take total control of e-first’s sales

and marketing activities.



There are now a number of titles competing in this market - Haymarket’s

Internet Business, Future’s Business 2.0 and MDI’s Business 21 among

others - but Rose insisted he hadn’t heard of most of them.



’I’ve heard of a magazine called e-business,’ he said, ’but not the

others. I’ve always followed the IBM philosophy of not worrying about

the competition - just do what you’re going to do and do it well.’



The chief executive added that advertising rates in the first few issues

have been set at affordable levels so that British-based e-commerce

systems and service providers ’can compete with their American rivals

who are frequently better resourced’.



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