High tech trade mags reposition

Three well-known high tech trade titles are undergoing a marked repositioning as their publisher seeks to deliver a more usage- and consumer-oriented editorial message.Allan Singleton-Wood, group publisher of it magazine, Office Productivity and Canadian Computer Reseller, says the books' evolving message...

Three well-known high tech trade titles are undergoing a marked repositioning as their publisher seeks to deliver a more usage- and consumer-oriented editorial message.

Allan Singleton-Wood, group publisher of it magazine, Office Productivity and Canadian Computer Reseller, says the books’ evolving message is one that is changing from what is new in high tech to how it can be used most productively.

Singleton-Wood says all three titles want to tell the success stories of high technology implementation.

He says research shows high tech books are ‘skim reads’ because there are too many of them, and there is a dearth of jargon-free, how-to-use technology magazines.

The three titles are part of Maclean Hunter’s information management media division.

As part of the fresh approach, there have also been changes among the high tech titles’ publishers.

New at it magazine is Jurgen Lindhorst, and Lorraine Craymer has taken charge of Office Productivity.

Singleton-Wood says to complement the repositioning of the three titles, a fourth title has been launched.

Called Canadian Productivity, Singleton-Wood says the magazine’s editorial product is in much the same vein as it magazine, Office Productivity and Canadian Computer Reseller.

He says Canadian Productivity is an annual with controlled circulation, although it may move to paid circulation in the future.

The other three high tech titles are controlled circulation, too.

Singleton-Wood says the first Canadian Productivity is due in early December and will have 48 pages.

He says it has articles by well-known author and journalist Peter C. Newman and journalist and teacher Paul Nowak, among others.

He says a full-page, full-color ad in the new annual costs $14,500.

Canadian Productivity will be mailed to 130,000 qualified readers, using names from the mailing lists of it magazine, Office Productivity and Canadian Computer Reseller.