VNU LAUNCHES “COMPUTING BUSINESS” INFORMATION BRAND FOR SENIOR IT DIRECTORS IN THE UK
– Personalised monthly magazine and integrated online content plugs the information gap for senior IT decision makers –
VNU Business Publications Ltd, the leading global media and information company, has today launched Computing Business, a new magazine and web site to address the information needs of the UK’s most senior IT directors. Published monthly from launch this standalone magazine supplement will be sent to 35,000 readers of VNU’s leading IT title Computing, starting with the 20th October issue.
Recognising the role of IT directors as boardroom decision makers Computing Business will deliver its readers an in-depth focus on leadership issues, management skills and best practice. In line with VNU’s strategy as a cross-media publisher the monthly print supplement will be supported by more regular online information made available to readers through the Computing Business web site. In addition, every copy of Computing Business will be personalised with the contact details of the recipient printed on the cover and will also include a Unique Reader Number (URN). Through the URN each person receiving the print publication will be given access to exclusive premium content – research reports, white papers and surveys – providing further information on the topics covered in each issue.
Computing Business will be distributed to 30 per cent of Computing magazine’s 115,000 circulation. The list of recipients has been identified through VNU’s unrivalled in-house developed profiling tool – ‘Tribes’ – with only top-level readers qualifying to receive the new publication. (See below for more on VNU Tribes.)
Bryan Glick, managing editor of Computing, said: “The launch of Computing Business is very timely and in line with a growing recognition of the changing role of the IT director. In an environment where IT is now the key enabler of business change, an IT Director’s responsibility is no longer restricted to just ensuring that IT systems are working.”
Computing Business will be differentiated from other information sources by its emphasis on providing a forum for delivering expert knowledge. From the outset the content of the magazine has been guided by an editorial board of 17 senior chief information officers (CIOs) and IT directors from some of the UK’s largest companies and public sector organisations, including Royal Mail, Boots, Egg and The Highways Agency. Other representatives will include industry influencers from the CBI, Cranfield Business School, Henley Management College and analyst firms Gartner and Forrester.
As well as providing input on direction and content, the Computing Business Editorial Advisory Board will contribute opinion pieces and articles reflecting the aim of providing information from industry experts. For example, issue one will include a Best Practice section on negotiation techniques, and an article from Cranfield Business School on the issue of managing corporate politics.
John Barnes, Publishing Director of VNU’s Business Technology Group, said: “Key to the success of Computing Business will be reaching and holding the attention of the right audience – our objective with this product is to provide a natural informational fit with IT directors aspiring to step up to managing their organisations. We believe that the integrated package provided by a monthly expert-led print publication and regularly updated and personalised web portal delivers what the target market wants.”
Computing Business will be edited by Bryan Glick and supported by the Computing editorial team of 14 journalists delivering content across multiple formats including print, online, PDA and eBook.
About VNU Tribes
Traditionally media selection has classified potential purchasers in two ways – as consumers and as business people. Consumers are traditionally targeted with lifestyle products and business people with business products, yet in many circumstances these definitions blur. More importantly, individuals do not see themselves in such one-dimensional terms. The business person has a family and a home, leisure time can be work-related and car choice can be influenced by home life as much as work.
To date there has been little opportunity to cross-target a business-to-business audience in a multi dimensional way other than using capital-intensive national newspapers or mainstream magazines. VNU has now developed a method of attaching consumer understanding alongside our in-depth business knowledge.
VNU tribes are a means of classifying 252,000 VNU readers in easily recognisable groups with consumer and business data available. To create tribe data, lifestyle as well as business questions have been added to circulation subscription data. A full 'Experian' consumer analysis was run based on supplied home postcodes. Eight tribes were created. In addition to all the business details we already knew, VNU now also knows use of technology, media consumption, holiday preferences, loans, investments, shares, cars and much more. This holistic approach is unique in the computer publishing marketplace.
The value of tribes as a media planning tool is already demonstrated with the addition of BMW, DHL, Renault, British Airways and Hiscox to the VNU Business Technology Group client portfolio.
VNU is a global information and media company with leading market positions and recognised brands in marketing information (ACNielsen), media measurement and information (Nielsen Media Research), business information (Billboard, The Hollywood Reporter, Computing, Intermediair) and directory publishing (Golden Pages).
VNU is active in more than 100 countries, with headquarters in Haarlem, The Netherlands, and New York, USA. The company employs 38,000 people. Total revenues amounted to EUR 3.9 billion in 2003. VNU is listed on the Euronext Amsterdam (ASE: VNU) stock exchange.
For more information, please visit the VNU website at http://www.vnu.com
For more information, contact:
Marketing Manager Corporate Computing Group,
VNU Business Publications Ltd.
Tel: +44 (0)20 7316 9306
email: [email protected]
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