EE Times, the magazine

Posted on | August 3, 2008 | No Comments

It’s been several weeks since EE Times went to magazine format. It’s growing on me. It’s really well packaged and edited. They dedicate the cover to a big-picture story (Rick Merritt’s iPhone piece is a great example), and much of the coverage inside is big picture as well. This is what a magazine should be. And it’s a problem.
Not for Times necessarily or its readers. But for the marketing community. Lou Covey’s already begun peeling the onion on the angle. I ran head first into it recently. We’re launching a client soon. All semiconductor clients want to be on the cover of EE Times. They always have. But now the cover is one story effectively. And that story is broad. So startups and great technology breakthroughs (I’m thinking back years ago when Intel’s multilevel flash memory announcement was the lead story one week) don’t really fit the format. So what are companies to do?
You could get creative, craft a system design-disruption story and urge a couple of competitors to be part of the story, but that’s a tough sell for companies. (I’m going to share ink with whom???)
Presumably you can get nice online play for startup and technology stories but that’s fleeting, link love not withstanding. And the framed copy near the receptionist’s desk doesn’t look quite right.
So, in the electronics space, creating buzz quickly just got a little more challenging. But challenges are the fun part, right?

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Related posts:

1. EE Times moving to magazine format
2. No big deal: Magazine circulation falls (again)
3. Times kills online fee program; the zen koan of no content
4. Back to the future at EE Times-UPDATE
5. A smaller L.A. Times

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