The International Data Group, one of the world’s leading technology media groups, has marked its foray into India by launching its first publication titled ‘Real CIO World’. Priced at Rs 100, the fortnightly magazine is going to be a resource for Chief Information Officers (CIO) and other IT executives.
Elaborating on the positioning, N Bringi Dev, President, IDG India, said, “CIO is positioned as the trusted resource for the information executive. CIO’s editorial mission is to provide IT executives with real-life, in-depth information on what their peers at other organisations are doing to leverage information technology for business advantage. This learn-from-peers approach is unique to CIO.”
The magazine comprising 86 pages will primarily cater to CIO and senior IT executives, who are responsible for strategic planning and deployment of IT infrastructure in medium and large user enterprises.
‘Real CIO World’ provides trusted analysis, case studies, research and peer-to-peer advice to help IT leaders anticipate and understand the challenges before them thereby helping them in making the right decisions.
The magazine has different sections called ‘Trendlines’; another section, ‘View from the Top’, lends a CEO level perspective on technology implementation and its impact on business. The section ‘Govern’ focuses on the complex technology decisions that surround large government projects.
Besides information on using emerging technologies, columns from expert leaders, features highlighting different topics as well as special reports providing detailed analysis on issues affecting CIO’s are also covered.
‘CIO’, one of IDG’s flagship brands, which is already published across 16 countries, has taken a long time to enter India. Said Dev, “IDG has always eyed India as a key market; however, government controls on media did not allow a direct presence earlier. Taking advantage of the recent changes in policy permitting 100 per cent FDI in the scientific / technical / specialty publishing segment, IDG was and is the first international IT publishing company to set up shop in India.”
On the competition that the magazine was going to face, Dev said, “One of the reasons that we chose to launch CIO as the first IDG brand in India is the fact that there was no other product in this segment. While many magazines aspire to position in this space, there is really no other publication that comes close. CIO in India will be unique in its approach to focus exclusively on the managerial, strategy and decision support information needs of the top-level IT executive in the enterprise segment.”
CIO India has adopted a controlled circulation model. Dev said, “We have identified that market to be around 6000 readers in India and the magazine will ship to this audience every fortnight.”
To be available to only those readers who qualify as CIOs by virtue of their title, the magazine has identified its readers through extensive direct mail and tele-calling exercises. Besides on-ground exercises through IMRS, a research agency, is also being conducted to identify and build relevant lists.
“As far as advertisers are concerned, they are primarily enterprise technology vendors, and are hence, a very well defined segment. We are engaging with advertisers through focused direct marketing and sales efforts through our teams at Mumbai, Delhi and Bangalore. We are happy to have most of them as our advertisers already”, said Dev.
For the record, AMD, CA, Dell, HP, IBM, Intel, Microsoft, Oracle, SAP, Sun Microsystems are some of the companies that are supporting the magazine at present, on the advertising front.
IDG has earmarked about $20 million for its Indian operations and intends to be a significant player in the Indian IT information services markets, with plans to introduce a number of brands in the market over the course of the next few years.