ED Europe was the first magazine in the European electronics media to opt for an entirely digital distribution, a move that has been reasonably successful, particularly in terms of readership as they achieve one of the highest open rates in the industry. Despite the popularity with readers, they have attracted relatively few advertisers, a problem that I believe is down to their instance that advertisers us a text box format.

Not any more! I’m delighted that Penton has decided to let advertisers use conventional display formats such as full page and half page adverts. Although the landscape layout will mean most advertisers need to modify their copy, they will be able to place adverts with graphical content and a corporate look and feel.

I’m delighted that Penton has made this long-overdue move, and I’d predict that the option of a more conventional layout will increase the number of companies placing adverts in ED Europe during 2010.

Tags: Advertising, ED Europe, Electronics, Europe, Online, Penton

After the decision by EE Times Group (formerly TechInsights) to hold on to ESD Europe, rather than include it in the recent sale of EE Times Europe and Microwave Engineering Europe, I was disappointed to see the recent decision to move to all-digital distribution and cut frequency. Initially a 10-issue 2010 editorial calendar was produced, then an announcement was posted on Embedded.com/Europe and a new media pack issued telling of the change of strategy.

The European website www.embedded-europe.com has been closed, with all content integrated into www.embedded.com. Although I can see the logic of this move it’s disappointing that European visitors to the site will have to search for local content rather than the site using geo-targeting to highlight European stories along with the global content, nor is the site offering a URL with a European-orientated feed of news. I’m told we can expect this to be added in the future.

The magazine has also switched from 10 issues to 5 issues in 2010, with entirely digital circulation, although I’m told that the editorial content will be specific to the European edition with minimal re-use of material from the US ESD. The layout will be changed completely, moving to a screen-optimised format on the Nxtbook platform similar to recent EE Times special editions. The layout is nice – similar to ED Europe in some ways, but offering full page adverts as well as leaderboard and MPU fractional ads. It’s great to see a publisher recognise the need to optimise the layout for the readers, whilst allowing advertisers to use familiar formats with high visual impact. We’re also promised special editions, which will be driven by sponsors.

The digital magazine circulation is a little confusing. The new media pack promises:

The digital issue goes to over 100,000 subscribers and will be seen by over 50,000 European web users.

25,000 ESD global digital subscribers via email link.
30,000 ESD Europe subscribers via email link.
50,000 EETimes and TechOnline European subscribers via email link.
50,000 unique European visitors to Embedded.com every month.

So in addition to the European subscribers, anyone currently receiving the digital version of the US title who is based outside of Europe and the US will get ESD Europe – i.e. they’ll get both the US and European digital issues. The EE Times and TechOnline European database will also be used to deliver unrequested copies, and there will be links to the digital title on Embedded.com.

So what circulation should we assume for the title? To me the circulation we can be sure is really valuable are just the 30K requested European subscribers. Although there may be other high-quality recipients, at this stage they’ve not requested the title and it remains to be seen whether the move to a large headline circulation is clever move, or whether it will just dilute the quality of the existing ESD Europe database.

ESD Europe has also quietly slipped in a rate increase (full page rates were $2100 last year, and are now $3000: an increase of about 40%). The extra circulation might go some way to justifying this increase, and there are no surcharges for flash or video adverts, but most advertisers I know value digital magazine less highly than print.

The European Embedded email newsletters will increase in frequency, appearing twice a week, which will hopefully increase loyalty to the brand, as well as ensuring the database is well maintained.

It will be interesting to see the success of the new publication. In merging ESDE and ESE, It’s not clear to me why there is value in circulating a European title outside of Europe, but if the format is as good as the EE Times specials, and with Colin Holland remaining in the role of Editor in Chief, I believe that the quality of the editorial and the easy-to-read layout will ensure good readership. From the advertising viewpoint, TechInsights acquired a significant number of UK-orientated advertisers who presumably will be unenthusiastic about the broader reach of the title, and may choose other UK, whilst global advertisers might question why they need to advertise in both the US and European brands to reach people outside of these two geographies. As a believer in the eventual move of most magazines in our industry from print to digital, however, I’m hopeful that ESD Europe will be a successful title.

Tags: Advertising, CMP, Digital Magazines, ED Europe, EE Times, Electronics, Email, ESD, ESE, Europe, IET, Newsletters, Online, TechInsights, UK, Video

ED Europe is a purely digital publication. So does this mean print is dead?

Absolutely not. In my opinion print publications will never be redundant. We humans read for many reasons such as pleasure, education, information-gathering and business requirements and for many people there is considerable enjoyment in reading a well-written, well-designed magazine or newspaper that is traditionally printed. There is also for some a desire to own well-produced books that perhaps form part of a personal collection.

I see no future print scenario that will emulate Ray Bradbury’s novel, Fahrenheit 451. ….now there’s a book worth owning.

From a B2B information perspective I think traditional print and electronic media can co-exist. The only proviso I would mention is that free circulation B2B print publications face sharply escalating costs on paper, printing and postage and therefore it is financially logical that B2B media companies will increasingly use electronic media to reach existing and new audiences

What are the benefits your readers see from a magazine that is delivered digitally?

Convenient delivery to their computer desktop, easy storage for reference purposes, easy to print if required. Individual pages or the whole thing can be emailed to colleagues, customers, etc.

ED Europe is delivered only as a PDF, whereas most other titles have some online system with animated pages and an option to download a PDF. Why haven’t you offered an online reader?

Unlike many PDF-delivered publications that are really print publications that have been adapted for, or in some cases just shoved onto, computer screens, ED Europe was specifically designed for PDF delivery. This provides numerous advantages for recipients. It opens in a landscape format that fits computer screens. Readers do not have to zoom in to read it or scroll around the page trying to find the story they want. Reader navigation throughout the publication is quick and easy and because of some very smart compression techniques we can produce a 26-page edition with lots of colour graphics that goes out typically as a 3meg file.

Let’s not forget here that ED Europe was created back in 2005 so it’s not unreasonable to call it a pioneering success in digital B2B media terms. It has during that time won three major awards in the USA.

On the subject of Flash-related animations in digital publications Penton Media is fully aware of these and plans to make full use of them.

Can you explain the difference between writing for a print publication and writing for a purely digital title?

In the case of ED Europe, there really is no difference. Because of the way it is designed we can run short news stories, full-length technical features and opinion columns in exactly the same way as a traditional print publication.

Now ask me that question relative to writing directly online and that’s a very different journalistic proposition. Penton Media editors now write directly to websites and the way headlines and other related information is written has to be within certain parameters that suit web journalism.

So we now see a complete Penton Media portfolio where editors write for traditional print, digital and online media

ED Europe launched an HTML email newsletter. Why didn’t you simply create a shorter PDF magazine to cover the news? What are the advantages of the HTML delivery?

Three reasons for that. ED Europe’s NewsLine newsletters provide readers with a fast, convenient, easily absorbed information service. For Penton Media it has created an additional revenue source while also doing the valuable job of driving traffic to our websites.

You have been one of the pioneers of online video in the European electronics industry. Do you see video continuing to grow as a medium in our industry?

Penton Media are committed to online video in a big way and yes I do see the use of video as a B2B communication tool expanding. Penton Media has an Engineering TV department that works in conjunction with publications and editors to produce very high quality professional standard coverage. For me and many of my editorial, colleagues at Penton one of the major video innovations has been the way in which we report on exhibitions. To be able to shoot a three-minute interview with somebody that has been deeply involved in the development of new products and technology and have them explain it directly to our design engineering audiences has to be one of the most immediate and informative ways of communicating complex information.

In addition to our editorially created video coverage Penton Media is now looking at hosting vendor videos on our websites. Conceptually, these are videos produced by companies that want to promote their products and as such can considered as being a modern high-tech form of advertising. Penton Media will be hosting these videos for a fee and the number of weeks/months the video will appear for will depend on the level of fee paid.

What is the one thing you’d like to change about the way companies do PR in the electronics industry?

Generally speaking the successful PR executives and PR agencies do a pretty good job of presenting and distributing information to the media.

But while we are on the subject of PR agencies I will just release one particular bee-from-my-bonnet. PR agencies in a bid to do the best for their clients will often promote the use of editorial columns to publicise the client. And why not? Its a powerful form of promotion that contains that all important credibility ingredient called editorial integrity; although sometimes I wonder, and call me a tad cynical here if you wish, if the real attraction is more to do with the fact that editorial coverage is free.

Without going into a full scale, force 10 rant here let me put the point simply. There are agencies with foresight that appreciate magazines do need advertising income if they are to stay in business. Sadly, there are others that will soak up all the editorial support they can without thinking that in the long-term publications are a business and understandably need to turn a profit or otherwise face closure; a situation that benefits no publicity agencies.

If an industry feels there is a value to having B2B media circulating in its sector then it needs to consider supporting that media with advertising.

And let’s get one thing straight; I am certainly not talking here about a pay-to-play editorial approach. Clearly, that would ultimately denigrate the content of any journal and would not serve the interests of either readers or advertisers. What I am saying is that all industry clients and their agencies should recognise that in the long-term maintaining independent, well written and well produced business media is in everyone’s interests.

What do you enjoy doing in your spare time, when you’re not writing about electronics?

Wining and dining with family and friends, travelling in Spain, playing classical Spanish guitar (badly)

What’s your favourite gadget?

A corkscrew

Tags: Advertising, Awards, CIE, Clients, Digital Magazines, ED Europe, Editors, EiN, Electronics, Email, EPE, ESC, ESE, Europe, Interviews, Newsletters, Online, Penton, Print Publications, Spain, USA, Video

The first issue of the Electronic Design Europe Newsline was published yesterday. Interestingly Penton has chosen to deliver an email with a link to a URL, rather than an HTML email. It also appears that the link doesn’t include any tracking information, so we won’t be able to get unique open rates (although open rates can be tracked). Despite this, the email should at least look right for all recipients, rather than suffer the HTML mangling of various email clients.
The first issue includes an in-depth editorial about soft error rates, a contributed article and three news items. The newsletter format also includes text adverts. It will be interesting to see how successful the newsletter is – in particular how many people click through to the web page – but first impressions are pretty positive, and it’s great to see Penton’s commitment to quality editorial.

Tags: ED Europe, Online

Penton has announced that email newsletters branded “Electronic Design Europe NewsLine” will launch in July. The newsletters are design to complement the existing website and digital (PDF) magazine, offering the benefits of pushing information whilst providing a higher frequency than is possible with the magazine. The newsletters will promote the multimedia content on the website – ED Europe’s video content is a real asset and I’m sure that this will help increase the traffic to the videos significantly.
The plans for the magazine are a little less clear. It appears that the frequency will be reduced, which I guess is not surprising in these tough times. Rather than committing to a specific frequency, it appears that Penton will take full advantage of the flexibility of the digital distribution. Paul Whytock, Editor in Chief of ED Europe told me:
“Frequency of Electronic Design Europe NewsLine and the Electronic Design Europe Digital edition will not be set-in-stone like traditional methods of producing B2B publications. Electronic media is by its very nature fast and flexible and Penton Media’s philosophy as it expands its electronic media properties is to fully employ those attributes in the best interests of its readers and advertisers.
The Penton Media Electronic Design Group produces multiple newsletters and digital publications on a regular basis and Electronic Design Europe NewsLine will join Electronic Design UPDATE, Microwaves & RF UPDATE, Mobile Dev & Design, Defense Electronics and Auto Electronics as part of that portfolio.”
I’m not surprised that it appears Penton will cut the frequency of the magazine – with only one advertiser supporting the last three issues, it must be tough. Despite the pressure, ED Europe hasn’t switched to offering traditional advertising formats: whether this proves to be an inspired move to ensure that recipients read more pages because they are not “put off” by advertising and have the high quality ED Europe editorial on every page, or if it simply discourages advertisers is something that only time will tell.

Tags: ED Europe, Newsletters, Online, Penton

The American Society of Business Publications Editors (ASBPE) recently awarded Electronic Design Europe a Bronze Award in the Digital Publications, General Excellence category. Many congratulations to Paul Whytock and everyone at ED Europe for this achievement.

I think it is particularly impressive for a European digital magazine to win an award against so many Aermican competitors. It’s great to see European publications recognised for their digital leadership – “old Europe” really does have some outstanding online expertise!

Tags: Awards, ED Europe, Online

Only recently after he was appointed European editor for Microwaves and RF – in addition to his role editing ED Europe – Paul Whytock has been promoted to European Editor-in-Chief of the Electronic Design Group. Paul is now responsible for developing the European coverage and content of Electronic Design, Microwaves & RF magazine, Power Electronics Technology, Automotive Electronics and Military Electronics, as well as continuing to write ED Europe. Many congratulations to Paul – we wish him all the best in promoting the exciting European market across the globe.

Tags: ED Europe, Editors, Penton

ED Europe, the online-only title that is trying to help us avoid chopping down trees to get our fix of the latest on the electronics industry has a new look. The new look doesn’t represent a huge change from last year, and opinions on the title remain divided at Napier. Those of us that like reading our magazines on screen like the PDF format, espcially as old issues can easily be archived. One change everyone would like to see is more of the screen editorial devoted to the editorial content: the masthead, navigation and space for the advertising (even when no advertising is present) takes up too much of the screen.

ED Europe, however, remains a pioneering title in the European electronics media. We hope that more online titles will follow ED Europe and create titles that engineers read in depth by investing in high-quality editorial control and easy-to-read layout, rather than sending out news by email that engineers will – at best – just skim-read.

Tags: ED Europe, Online

Paul Whytock has been appointed as European editor of Microwaves & RF magazine – as if he didn’t have enough to do in his other position of editor-in-chief of ED Europe. In addition to covering news from European companies, Paul will also be developing his TV career, with more online video work: he interviewed ten companies at the recent European Microwave Week.

Online video seems to have been slow to take off in our industry, but we believe that the short interview format used by Penton is a great way for engineers to learn about new products and technologies. Even sites like You Tube are getting technical content added, with Napier’s video of a client’s presentation at a trade show already achiving almost 800 views. Contact Napier for more information about online video and the electronics industry.

Tags: ED Europe

ED Europe is planning a series of video interviews at PCIM. These interviews are a great way to get a 2-5 minute interview or product demo out to a larger audience than the trade show attendees, and in the past the cost has worked out at around $20 per viewing. For more information, contact Napier, or view the videos from Embedded World.

Tags: ED Europe, Online, PCIM, Shows and Events

ED Europe editor Paul Whytock has completed a series of video interviews at electronica – click here to see if you believe he could be the next Hugh Grant. In the IT sector, video interviews at trade shows are quite common, but Paul is the first editor to do this in the European electronics industry. It’s a good move, and we’d expect other journalists to follow. Although there are rumours of film and TV offers flooding in, Paul and his agent were unavailable for comment!

Tags: ED Europe, electronica, Penton