eCompany Now
http://www.ecompany.com
1 California, 29th Floor
San Francisco, CA 94111
415/293-4800
eCompany Now and ecompany.com represent AOL/Time Inc.'s attempt to create an interdependent magazine and Web site. The "twins" are reaching for general business
readers/surfers (think technology through a Business Week lens) who want to understand the Web and its impact on business, with articles that describe the landscape and
links and channels that dig below the surface. The physical space limitations of the magazine can be overcome on the Web site, which is "simultaneously broader and deeper,"
managing editor Jim Aley says. "We can be specific in print, but on the Web we can be exhaustive." The monthly magazine, which debuted in May, has a start-up guaranteed subscriber
base of 200,000.
Content/Channels
The magazine includes regular departments such as "Start-up," which glances at the people, businesses and "wild conjecture" driving the Internet economy; "Backup," devoted to
insights on what does or doesn't work on the Net; and "Moolah," which examines Internet investment ideas. In the most recent issue, there are stories on whether the Internet will
remain a "tax-free zone," e-companies taking root in Europe, the financial maneuverings in "blank check" and shell companies, and the fate of a well-funded Web site. There also
are several regular columns - including Miss Manners, holding forth on electronic etiquette.
All of these are available on the Web site, which then adds its own channels. The "Web File" is an online list of additional information about many of the magazine's articles.
"The Guide" is an online directory of topics and businesses revolving around b-to-b. "The Daily" is ecompany.com's unique editorial content, with new stories and columns each day,
such as reviews of downloadable software for Palm Pilots, workload planning software for managers, and updates on M&As, new products and venture capital forays. There are
links to discussion sites on just about any e-business topic a reader could want, from technology to industries to legal issues.
Pitch Tips
Aley receives huge numbers of press releases every day, which he considers of little to no use because the magazine is a monthly. "We don't have the kind of news hole that
daily, weekly, or even biweekly [publications] like Fortune have," he says. The bulk of the story ideas are generated by the magazine's staff; he prefers the hands-on
approach for story ideas from outside. "The successful pitch generally is from a company that has an extremely cool product or interesting service they want to come in and talk
about." As for pitching an idea via email, Aley says several people sort them as a first screen, to manage the flow of information, before they ever get to him.
Comments
The links ecompany.now provides for articles are not limited to the obvious. For the June story on David Pottruck, co-CEO of Charles Schwab, there are Web files for corporate
culture, "clicks and mortar," and...Yorkshire terriers. Nuggets like that are scattered throughout the Web Files connection. So be creative in thinking about ways of getting in
here, and don't limit it to story aspirations.
The twinned publication will be a success "when we're being deluged with letters [and] our conferences are filled with people who read the magazine...We also want people to
respond to the fact that we're trying to be a tool to help them understand. And when we win awards." Aley doesn't want to sound evangelical, but admits to being really excited
about the concept. "We really do kind of want to create a community around this."