Telstra's small business magazine swamps the market

Stuart Corner
Tuesday, 01 February 2011 16:32

Business IT - Networking

Telstra has published the first edition of Smarter Business Ideas, its quarterly magazine for SMEs published in conjunction with ACP Magazines and with a print run double that of all other Australian business titles combined.

Plans for the magazine were revealed last September with Telstra promising a print run of 525,000. The magazine will be distributed to all Telstra Business customers.

The magazine is complemented by a dedicated web site, www.telstra.com/smarter, which Telstra says is "backed by an independent editorial team providing regular updates and expert advice from columnists including Australia's leading business commentator Ross Greenwood." An accompanying email newsletter will be distributed monthly to subscribers.

Telstra said in September that the magazine would have an independent editorial team and that it had appointed John Kavanagh, former deputy editor of BRW and editor of Personal Investor as editor.

Kavanagh, however, has resigned and Telstra spokesman Rod Bruem told ExchangeDaily that a new editor for the magazine was being sought along with one for the web site, which will also be managed jointly by Telstra and ACP Magazines.

ACP Magazines publishing director, Gerry Reynolds, said that all advertising space in the first edition had been sold. "Advertisers have recognised Smarter Business Ideas reaches more SMEs than any other business magazine in the country.  It is the best and most targeted way to reach this valuable audience."

According to Telstra, the magazine "features practical advice and useable information for SMEs, presented in an easy-to-access, jargon-free style. Case studies of successful businesses sharing tips and experience are included."