253 Summer St.
Boston, MA 02210
617/345-9700
http://www.cfonet.com
Founded in 1985, CFO Magazine provides in-depth coverage of strategic financial management and its effect on the bottom line, with a particular focus on big business
personalities. As a monthly, the publication boasts a controlled circulation of 435,000 and caters to a readership of CFOs, VPs of finance, treasurers and controllers - as well as
CEOs, COOs and CIOs. The Economist Group bought the book in 1988, and has since expanded the brand to include conferences, a Web site, an awards program, and occasional spin-
offs. This month, the company introduces the first of two special issues - titled eCFO - focusing on business technology as a strategic investment. The second issue of eCFO will
hit newsstands in September. Watch for more pitch tips in upcoming issues of PR NEWS.
Content/Contacts
Hot content areas for all of CFO's editorial products include: new enterprise technologies, innovations in management reporting, employee benefits, tax planning, auditing,
corporate real estate, risk management, fleet management, compensation/incentive design plans and investor relations strategies.
Julie Homer, editor-in-chief
Maintains oversight of magazine content and shared Web content. [email protected]
Lori Calabro, deputy editor
Gatekeeper for CFO's feature well and departments. The main point of contact for all magazine pitches.
[email protected]
617/345-9700, x213
Mary Driscoll, editorial director, CFO Enterprises
Secures top-level speakers for conferences and events.
[email protected]
212/554-0613 (New York bureau)
John Goff, editor, eCFO
Develops content for special issues and spin-off products. [email protected]
212/541-0573 (New York bureau)
Alexandra Ballantine, director of operations
Main contact for 2000 CFO Excellence Awards
[email protected]
914/279-5808
CFO staffers are split between Boston and New York, but most have been working together for 10 years and are good about sharing leads. Email is the preferred method of
contact.
Pitch Tips
Think practical, peer-driven advice. CFO's readers want insights on how to increase shareholder value, illustrated through live examples. For example, the April issue
profiles Yahoo CFO Gary Valenzuela's conservative approach, which emphasizes profits and maintains a cautious position toward acquisitions.
Similarly, best practice case studies will get noticed. "Our readers want to know, 'Are we investing in the right technology? The right people? The right partnerships?" says
Mary Driscoll, editorial director of CFO Enterprises, the company's educational arm.
The magazine is accepting nominations in 12 categories for its 2000 CFO Excellence Awards. (Last year's winners included Microsoft's Gregory Maffei, Wal-Mart's John Menzer,
Dell Computer's Thomas Meredith and Cisco's Larry Carter.) There is no entry fee, but the deadline is May 15. To obtain a nomination form, contact Alexandra Ballantine. Winners
will be announced in the August issue and profiled extensively in October.
Comments
CFO Magazine emphasizes the evolution of finance execs in the corporate paradigm. "This person has emerged from the back office manager to play a highly visible and important
role in helping the CEO drive profitability and business growth," Driscoll says. "As such, they are constantly on the line to develop new competencies. They're in the spotlight
more than ever before. In past years, it wasn't a big deal if a CFO left a company. Today, a change in CFO can move markets."
Remember that in CFOs' minds, shareholders are the most important constituency. Whether you're pitching a hot trend in executive compensation or tech investments, be sure to
explain how the practice drives shareholder value.
In the future, CFO plans to beef up its Web site with proprietary features such as benchmarking databases and surveys.