The Jasubhai Group is planning to launch a fortnightly magazine addressing the community of CIOs and CTOs, titled ‘CTO Forum’ (CTOF). The launch is scheduled for August 2005, and the publication hopes to circulate 30,000 copies of the magazine initially and scale up thereafter depending on the demand.
Responding to exchange4media, Maulik Jasubhai, CEO and Publisher, Jasubhai Group, said, “Currently there is no Indian publication which is targeting this space exclusively. Those that do, do it as an add-on. CTOF will address the Enterprise IT head and his team exclusively - issues facing them, their challenges and helping them do their job better. The potential is huge. Today out of the estimated $ 6 B domestic spend, roughly half of it is in enterprises. The degree of sophistication that they need is also going up. It is no longer about hardware and software, rather about how the business needs gets fulfilled using IT.”
The group is planning to launch the magazine in a big way, and a set of coordinated marketing initiatives has already begun. These will include face-to-face initiatives, roadshows in major cities, meeting the industry and explaining the positioning and talking to the CIO/CTO community, according to the spokesperson. He also elaborated that since the brand is five-year old and is associated with an event of the same name, an equity for the brand already exists in the relevant segment.
On the positioning of the magazine, Maulik added, “The positioning is in what we call the 'sweet spot' of Medium and Large enterprises, infrastructure and applications - where we do not see any other vehicle currently”. He, however, did not divulge details on the actual pricing of the new publication. The logic behind the fortnightly frequency of the publication was explained as being in line with the nature of the information - focus being on features, primers, management guidelines, etc, and not on news. He said that a monthly would have been too infrequent.
For CTOF, a distinct editorial team has been put on place and the publication is clear that the new publication will not eat into the readership/revenues of any of its existing publications, since each JDM publication operates in a niche. The group also publishes Digit in the IT space, and claims a circulation of over 100,000 copies for the monthly. Its other publications in IT include CRN India, Network Computing and Skoar!.
For the new fortnightly, Jasubhai hopes to cash in on the IT industry, Telecom players and anyone who wants to sell to the CTO/CIO segment including equipment vendors, bandwidth carriers, application developers, solution vendors, and hardware. On competition from the online space in the niche, Maulik said, “There are a few but nothing significant in India.”