Media Insight: Portals Magazine

Line56 Media 10940 Wilshire Blvd., Suite 600 Los Angeles, CA 90024 310/443-4226 Like most publications in the high-tech sector, Line56 magazine felt the crunch over the past year, changing its name to E-business Journal and going from monthly to quarterly, while maintaining its Web site. The pub is now officially on the backburner - but parent company Line56 Media seized on a new magazine venture that offers ripe PR pitching opportunities. Jim Ericson, editorial director, tells PR NEWS that the company's focus right now is on Portals magazine, launched this fall with a controlled circ of 35,000 business decision- makers: CEOs, CIOs, CTOs and line of business managers. The magazine focuses on the needs of these execs as they implement and manage corporate portals for b-to-b, b-to-c and employee communications. "Companies have spent a lot of money on the infrastructure [for portals]," Ericson says. "Everyone is looking for ways to leverage that infrastructure." Content/Contacts Coverage will focus on how to successfully implement and make use of portals. The first issue included a look at Hewlett-Packard's portal strategy, which leveraged the technology for employee communication and brand integration in the months following its merger with Compaq. The issue also examined a portal that includes 180 million documents from 22,000 federal agencies, allowing citizens and government users to access the documents more easily than they would through the agencies themselves. Sarah Witt is editor-in-chief of the new magazine; contact her at Ericson can be reached at Pitch Tips Email only, please. The editors definitely don't have time for phone calls. Ericson fields many inquiries for Portals, as well as for other Line56 editorial projects, and he prefers an email he can reference again. While the editors are interested in the technology - they profiled one of the first portal platform technology providers in the first issue - they're really after the business solutions behind portals. Pitch them case studies of unique implementations and uses. "We all get caught up in future-speak," Ericson says. "We want to know what companies are doing today. We're really interested in what companies are voting on with their wallets." Comments Portals is being published on a quarterly basis, but will likely move to bi-monthly in 2003. According to Ericson, the pub is serving a niche that is rich with opportunity. Organizations in virtually every sector are considering portals right now, he says. "Everyone is interested in this. We've seen strong interest in the public sector, in institutions and universities, even the United Nations," Ericson says. The Web site will continue to serve general e-business information needs, but for now, the company believes the best move is to focus print editorial resources on this hot niche. In The Pipeline In the next issue, the editors will look at content management. They'll be interviewing a large aerospace company and a large energy company about their portal content strategies. There are also plenty of sub-topics, Ericson says: Instant Messaging, Web services and the implications of portals. For example, when used by healthcare organizations to expedite contact between busy doctors and frazzled patients, what problems could portals cause? And if used by a pharmaceutical company to lessen bureaucracy in the process of developing a new drug, could portals have potential legal implications when "notes back and forth between drug designers are available 10 years from now?" Ericson asks.

Subscribe Now  |  Login

Comments Off

Deals of the Week

Get $200 Off PR News' Digital PR Conference

Join us June 1-3 where you'll hear from top brands such as Walmart, Miami Heat, Verizon and Ritz-Carlton on PR and communication best practices for the next wave of digital trends.

Use code “200off” at checkout to save $200 on the regular rate.

Get $50 off PR News' Book of Employee Communications


In this 5th volume of PR News’ Book of Employee Communications, our authors cover more than 45 articles on crisis communications, social media policies, human resources collaboration, brand evangelism and more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription


Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.