Telstra links up with ACP for small biz push
The crowded small business publishing market faces yet another entry with the launch of Telstra/ACP custom offering Smarter Business Ideas.
The announcement:
Telstra and ACP Custom Media today announced they are joining forces in a new media venture for small to medium business owners – a custom-published magazine and website, aptly named: Smarter Business Ideas.
The first issue of Smarter Business Ideas will be delivered directly to more than half a million Telstra Business customers nationwide in February 2011.
With a print run of 525,000, Smarter Business Ideas will reach more Australian businesses, right from its launch date, than all other business magazines combined.
Published quarterly, Smarter Business Ideas will offer jargon-free advice, business solutions and real-life case-studies for Australia’s small and medium enterprises (SMEs).
The magazine will be backed by a dedicated Smarter Business Ideas website that harnesses the combined power of Telstra’s market knowledge and reach as the leading Australian technology supplier to business and ACP’s unmatched experience in targeted media, content creation and publishing.
ACP’s Deputy Group Publishing Director, Gerry Reynolds, said extensive research revealed a real niche for the new media venture, as the special needs of SMEs are not currently being met.
“We are very excited to be working with Telstra on Smarter Business Ideas, which will be a market leader from launch,” Mr Reynolds said.
“We know small business owners are avid magazine readers and they also seek news and information online. We’ve put a lot of research into Smarter Business Ideas magazine to make sure it really serves their needs, reinforced by a web presence for those wanting to interact and get information more regularly.”
Deena Shiff, Group Managing Director, Telstra Business said Smarter Business Ideas would become an advocate for the sector.
“We see Smarter being a real champion for SMEs. While they make up the bulk of the business community in Australia, their needs are sometimes overlooked as the focus falls on the big end of town.
“Smarter Business Ideas magazine is one more way Telstra can help provide businesses with the tools they need to become more efficient and achieve their goals,” Ms Shiff said.
Although Telstra is backing the venture and providing the magazine free of charge to its SME customers, Ms Shiff said Smarter Business Ideas would have an independent editorial team. John Kavanagh, former deputy editor of BRW and editor of Personal Investor has been appointed as editor.
The magazine will use the experiences of real-life Australian businesses to help readers improve their own businesses. Case studies will lead the content, which will include easy-to-read, useable solutions in technology, planning, teamwork, innovation and sales.
About Smarter Business Ideas magazine:
•#1 circulating business title in Australia: 525,000 copies
•More than double the circulation of all other business magazine titles combined (202,242 combined circulation)
•Sixth-most distributed magazine in Australia
•Most distributed quarterly magazine in the country
Source: CAB Audit (March 2010)
Source: ACP press release
This should finally see the end of Nett, Dynamic Business and My Business! Can’t wait to see it!!!
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I hope this DOESN’T mean the end of Nett, Dynamic Business and My Business – that would truly be a shame if a big custom publishing job (which is really all this is) totally muscled out smaller independent players.
My Business doesn’t do much for me, it’s an embarrassingly very amateurish effort in design, but Nett is a good little mag and Dynamic Business is rocking along, especially after its mid-year redesign.
So bring on the Telstra-ACP quarterly by all means, but let’s not pretend this will be an independent publication that will ever take a critical eye to or say a single bad word about Telstra – and let’s not pretend it will ever treat Vodafone or Optus fairly, either.
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I’m not sure if you’ve read Nett but….CBA paid “bought” editorial and it’s a custom magazine for Net Registry. Companies like Melbourne IT & Crazy Domains don’t get a fair run!! (So what if it’s not the same size as Telstra!)
Independent? I think not!!!
Dynamic Business??? Every adevertiser has a page of dedicated editorial? It’s even more obvious.
Welcome to the world of B2B publishing!
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Hi guys
As the Advertising Sales Manager of My Business, I’ve got to take the earlier comment about My Business’ amateurish effort in design, on the chin. However have you seen the relaunch edition, as of the October issue? I’d be keen to get your feedback. If you haven’t seen it, please let me know – I’d be happy to send you a copy.
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