The Economist Group
253 Summer St.
Boston, Ma. 02210
http://www.cfo.com/cfoit
Although the financial and information technology markets have
seen better days, they're still the two biggest drivers of the
enterprise. Indeed, although IT has been hammered the last two
years it's hardly going anywhere. In some firms, IT can still
account for up to 70% of the overall budget. And the eyes of the
world are increasingly focused on the chief financial offer (CFO),
what with so many companies spooked by last year's corporate
scandals and trying to get a better grip on their financials. CFO
IT combines both worlds, targeting senior level financial
executives, at global 2000 companies, who take a keen interest in
IT strategy. The quarterly publication, which launched in March, is
an extension of CFO, published by U.K-based The Economist Group. It
will go to the 450,000 subscribers who receive CFO; it will not be
polybagged, but will stand on its own.
Content/Contacts/Deadlines
CFO IT deals with the Big Picture and isn't tailored for the guy
running around the office putting out all those computer fires.
Rather, it's written for how the CFO develops and implements IT
budgets and how best to deploy such assets. The financial services
and insurance industries are just two of the main sectors that will
be covered. Initially, the magazine will run four long feature
stories on topics ranging from management strategy to "Do and
Don'ts" for the CFO and CIO. It will also delve into specific
technology areas, such as CRM and project management and profile
thought-leaders grappling with the nexus between finance and
technology. The front and back of the book will feature more
"bite-y" type content, including surveys on emerging technologies,
assessing technology investments and trends in e-business. Know
that the magazine is not a how-to book and not a depository for
product reviews. Most of the material is written in-house or by
freelancers, so any pitches for contributed pieces will most likely
be a non-starter. Contact is Scott Leibs, Editor; [email protected]. Leibs says he expects to
be staffing up in the months ahead, but for now he's the gatekeeper
for all pitches. This year the publication is running in March,
June, September and December, so the window for deadlines is
approximately three months prior to publication.
Pitch Tips & In The Pipeline
What really helps the PR case is if the firm or client cuts a
broad swath across global 2000 companies; the magazine simply
doesn't have enough space to cover vertical industries. Leibs likes
the 30,000-foot view on IT and will tend to bite at stories that
can truly command a CFO's attention. Solid case studies are
welcome; so are sources who can intelligently talk about an IT
product. (And its even better if the product hasn't got a lot of
ink elsewhere). He prefers e-mail, but you can separate yourself
from the pack by going postal. "I get so little snail mail that's
it's a good way to reach me since it probably won't get lost," says
Liebs, who adds, however: "I don't need a voice mail telling me you
sent an e-mail." He likes to get back to PR people within 48 hours.
If not, it won't hurt to give him a holler in a couple of weeks to
remind him about the initial pitch.
The June issue will feature trends in investor relations and a
piece on the rise of EHR, or electronic enabled human resources.
Later on in the year, the magazine will tackle the state of
real-time organization, and whether organizations can adequately
report their financial results to all concerned parties within 24
hours - an issue that's top of mind for many communication
executives.