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IDG’S NEWSLETTER FOR MARKETING PEOPLE IN THE INDUSTRY
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Featu d calendar
plan an
How to evaluate
you leads
Marketing people focus increaingly on the ability to generate leads. A
CRM consultant with many years experience from relations marketing
and leads marketing, offers some valuable tips regarding the chase for
new customers and new business.
reating new leads for your sales department to follow up is one of your most
imortant tasks as a marketing person. Leads
can be turned into business, but it is also a way
of monitoring the performance of the marketing organisation.
But how do you measure lead generation
effectively, and what is the real value of a lead?
– Every reaction to an
ad campaign, every click
on your banner, every received coupon or calling
card is a lead. What’s important is not the type of
lead, but its potential. How qualified the response is, says CRM consultant Björn Candler.
C
ducted, one way or another, in your CRM or
sales support system and will provide a certain
guidance in that respect.
How far away are you from a closed deal?
What is the probability that it really happens?
What is the potential order value at stake?
What type of customer is it, and what is the
long-term business potential?
– To be able to evaluate
your leads, you need to
follow them every step of
the way through the sales
process to a closed or lost
deal, says Björn Candler.
By defining a value for each lead you get
more tangible guidance how to manage it.
Can you forward it directly to the sales organisation or do you need to refine it further first,
using telemarketing, advertising or any other
kind of marketing activity to get within closing distance?
All leads requires work, so bad leads cost a
lot of money in terms of lost selling time. Therefore it is essential to focus on quality rather
than quantity of leads.
»Bad leads are
expensive because
they consume
valuable selling time«
THE LEVEL OF QUALIFICATION can be determined in at least two different ways. Firstly, you
need to match the customer information with
the criteria that you have defined to exploit
that market. Is the prospect part of your target
group or would he or she need to make major
internal changes in order to take full advantage of your product?
Secondly, you need to cumulate experience
on the quality of each specific type and source
of leads. Such an evaluation is normally con-
Björn Candler,
CRM-konsult
that is fed into IBM’s sales
cycle system is categorised by qualification or
quality.
– For me as marketing manager it is of
course important to generate new leads for the
organisation, says Michael Gorringe, IBM’s
Nordic marketing manager for servers and
storage products. But our task also involves
the developing of these leads to a higher level.
This qualification process can be conducted
in different ways. A TM response can be qualified further through repeated phone calls
from a sales person, an event, meetings etc.
Our aim is obviously to qualify every response up through the system, ultimately landing
in a closed deal.
idg.se/info
■ CAP&Design gears
up to speed
New form, new content and new editorial
blood focuses even more on the hands-on
craftmanship of graphic design. Page 2
■ IT is hot in the healtcare sector
In August, Computer Sweden and Dagens
Medicin will jointly launch a new
publication: IT i Vården
Page 3
■ Publication plan
Complete overview over all publishing and
copy dates for the period May–December
2004, including theme and special issues.
Pages 4–5
■ Calendar
Themes and special issues, seminars and
CS HotSpot, and much more. Pages 6–7
The column
■ The forgotten effect
How format and placement
affect the effect of your ad.
Wolfgang Gulding, Print
Manager at Starcom on the
the best ways to get the most
out of you advertising media.
Page 8
Regardless how the response is being identified or qualified, it is important to measure
and evaluate the effect of every activity. Feedback from telemarketing staff is as important
as measuring traffic on our Internet sites.
– All our campaigns obviously aim for the
creating of new business opportunities in the
short- or long-term. This can either be achieved through positioning activities, for example media advertising, or through short-term
activities such as telemarketing that generate
leads directly. Another important target
group for our marketing is our own sales people, says Michael Gorringe.
M.E.
EVERY NEW LEAD
May 7, 2004 / page 1
NO
3
MAY 2004
5
TIPS ABOUT EFFECTIVE
LEADS MANAGEMENT
1 Define what you mean by “lead”!
2 Follow your leads from marketing activity
all the way to closed or lost deal.
3 Qualify your leads by:
– potential order value
– phase of purchasing process
– expected time of closure
– products offered
– sales person and district
– source of the lead
4 Don’t forward bad leads to Sales
5 Quality before quantity.
All Time High at IDG.se:
743,700 unique visitors
New CAP&Design gears up to speed
IDG.se presents new record figures for
March . A total of , unique visitors represent a  percent increase compared to the corresponding period . (TS
Web Audit, Tidningsstatistik, April 
.)
– We are investing a lot of effort in developing our site, and the continued positive
trend is the best reward we could get, says
Mikael Samuelsson, marketing manager at
IDG.se.
Besides the increasing number of visitors, we are pleased to note a growing
number of advertisers and inquiries.
– Some of the most
popular ad space of
IDG.se and the CS
website are already
booked for the autumn, says Anders Berglund, sales manager at IDG.se
To secure a good position during the period that is right for you, now is the time to
book it. For more information, contact the
sales department at +    or marketing manager Mikael Samuelsson at
+   , e-mail [email protected].
New content and form give graphic designers more
486,000 entries into Eforum
– Sweden’s #1 IT discussion forum
The knowledge bank eforum.idg.se is Sweden’s leading and largest discussion forum
about IT and technology. Now it has been
further improved. With new design and
the addition of various filters, frequent visitors can navigate faster around the site
and among their entries.
The idea behind Eforum is that everybody, regardless of technical competence,
should be able to forward questions and
help each other in solving various computer-related problems.
– Eforum members have impressive
knowledge that they generously share.
When you forward a question there is always somebody that offers a solution, says
Erik Junesjö, head moderator for Eforum.
Eforum is huge. Right now the site contains some , entries, and more than
, active members visit the site every
month.
The new design enables us to offer more
advertising opportunities. Besides the
standard formats, an advertiser can now
choose specific topics or discussions which
makes advertising extremely cost-effective
says Mikael Samuelsson, marketing manager at IDG.se
For more information or advertising
booking, contact Mikael Samuelsson or
the sales department at +   .
In the course of the past winter
season, a renewed CAP&Design
has evolved with new content,
new form and some new editorial
blood as well.
he aim of the redesign is simply to give the
established target group a better product.
– The redesign was initiated before Christmas and now we can see the result of that process, says editor-in-chief Ida Kärrby.
No reader or advertiser should have failed
to notice that the magazine has changed. But
the change goes more than skin-deep.
– Our ambition is to raise the tempo, and to
be more open to experiments.
From a sheer graphical point-of-view, according to Ida Kärrby, the magazine has been
rather conventional in the past – clean, neat
and rather perfect.
– We want to make active use of the new
form to offer our readers more than just the
content that we present, continues Ida Kärrby.
We, too, want to contribute to their graphic
experience. We know that every issue of
CAP&Design has a long life, and therefore we
have invested a lot of effort to make it look
smart and appetising. But the graphic form
should also inspire the urge to read it now,
rather than just radiating the good old “coffee
table” feeling.
The high level of ambition is evident
throughout the team involved.
– We want to break molds, and provide a
source of inspiration for our readers, so we
must not get stuck in our old ways.
But, in spite of the favourable response, Ida
Kärrby is not satisfied.
– I am never totally at ease with what we have achieved. There are always a thousand ways
of fine-tuning the form, and even to make
more radical changes. On the other hand I am
very pleased with the new overall expression
and the new level that we have established for
the form, says Ida Kärrby.
T
CAP&Design is, more
than ever, the publication
for people who work
“hands-on” with graphic
form, print as well as web.
To this end, readers
will now have even more tests, step-by-step articles and tips & tricks.
Ida emphasises that the
magazine still aims at the same target group,
but now offers a better product for that group.
Offering more useful content, it becomes an
even better investment and a better tool for
anybody working with graphic form.
– The paper-web connection is also more
evident now, says Ida Kärrby. A mere fraction
of all available material can be published in
the magazine, and much more is offered on
the web as a value-added resource database.
This value-added content could be, for example, raw files from camera tests, 3D images,
animations or additional portfolio materials.
– But we also try to make our website more
interactive, with space for debates, opportunities to vote on various issues and so forth.
FOR EDITORIAL INFORMATION, contact
editorin-chief Ida Kärrby at + - , e-mail
[email protected]. For market information,
contact Gabriel Kärrby at +   ,
e-mail [email protected]
/ M.E.
FACTS ABOUT CAP&DESIGN
• Target group: Art Directors and graphic
designers, print & web
• Circulation: 9,800 (TS full year 2003)
• Readership: 17,000 readers
(Orvesto Näringsliv 2003)
• Frequency: 10 issues/year
NEW IN CAP&DESIGN:
• More pages with tips&tricks
• More step-by-step articles
• More evaluations and tests
• More about web design
• New design
The team behind CAP& Design: Back row, from left to right: Gabriel Kärrby, marketing manager, Joakim Allwin,
circulation manager, Mattias Johnson, technical editor, och Hillevi M Billinger, managing editor. Front row: Per
Torberger, editor, Ida Kärrby, editor-in-chief, Frida Arnqvist, editorial assistant, and Jenny Åsander, sales.
May 7, 2004 / page 2
Computer Sweden and Dagens Medicin in unique joint venture
New publication: IT in healthcare
The Swedish healthcare sector is currently going through radical
changes, and IT issues are at the very core. Therefore, Computer
Sweden and Dagens Medicin jointly launch a new publication focusing
on that red-hot topic: IT i vården.
– The topic is really hot. The demand for effective administration, more transparency
and easier public access is increasing by the
day. In many cases the solution is to be found
in new IT applications and solutions says
Magnus Höij, the Computer Sweden editor
also in charge of IT I vården.
The publication primarily aims at IT professionals and IT decision-makers. However,
IT is a key issue for other healthcare decisionmakers as well, including operational managers and politicians. IT I vården bundles the
latest info about relevant technology and applications as well as strategy.
The magazine is created jointly by the editors of both parent publications. CS shares its
in-depth experience from IT systems and
technology, and Dagens Medicin knows a lot
about current operations and developments
in healthcare.
– This focused effort should provide readers in both these worlds with new angles and
impulses. And this could only be achieved by
the leading publications of the respective are-
as working closely together. Furthermore, the
new concept also offers new and interesting
advertising opportunities, says Magnus Höij.
Published on August , IT I vården will be
distributed in , copies to the readers of
Computer Sweden as well as Dagens Medicin.
Total reach will be fully , readers.
about the editorial
content, contact Magnus Höij, +   ,
e-mail [email protected]. For advertising
info, contact Frida Eriksson at +    ,
e-mail [email protected]
FOR MORE INFORMATION
/ M.E.
FACTS ABOUT IT I VÅRDEN
• Target group: IT and operational managers
in the healthcare sector, and relevant
politicians
• Circulation: 78,500 copies
• Readership: 186,000 readers
(Orvesto Näringsliv 2003)
• Published on August 25, copy date Aug. 16
n conjunction with the Networks Telecom
fair on September –, the official event
magazine Networks Telecom News is published jointly by Computer Sweden, Nätverk &
Kommunikation and Säkerhet & Sekretess.
Approx. , copies will be printed.
– This is the fifth annual edition of Networks Telecom News, and it offers a fantastic
reach. Co-distributed with all the three magazines during the period September –(i.e.
the weeks immediately preceeding the event)
it effectively reaches more than , readers (Orvesto Näringsliv ). In addition,
all visitors to the event can have their own copy on site, says Fredrik Bernsel, editor-in-chief of Nätverk & Kommunikation.
Networks Telecom News is a joint venture
between the editorial boards of the three magazines.
– Our aim is to make Networks Telecom
News the perfect tool to make a reader’s visit
to the fair as interesting and effective as possible. We will have interviews with IT managers,
columns by network specialists, analyses of
the latest technologies and a major guide to
the news at the event.
Naturally, we will
also provide a detailed
map over the exhibition ground, and a
list of exhibitors. All you
need to ensure a successful event.
FOR MORE INFORMATION,
contact Computer
Sweden’s marketing manager Stefan Andersson at +   , e-mail stefan.andersson, or Michael Schebesta, Nätverk & Kommunikation at +   , e-mail [email protected]. For advertising, contact
our advertising department at +   .
/ M.E.
NETWORKS TELECOM NEWS
• Reach: 125,000 readers
• Co-distributed with Computer Sweden
(09/10), Nätverk & Kommunikation (09/16),
and Säkerhet & Sekretess (09/02)
• Final copy date: 27 August
• Advertising, call +46 8 453 6050
• Editorial issues, call +46 8 453 6230
May 7, 2004 / page 3
For more than two years IDG.se has successfully established Branschkoll, a free email service to keep you up to date with
events, seminars and other activities in
your specific areas of interest.
– Now we turn to the members of
IDG.se as private individuals. One unique
advantage of Branschkoll and the new site
is that both apply permission marketing the members have asked for the information, says Johan Kappel who is in charge of
IDG’s e-mail marketing services.
Currently IDG.se has , active
members, of which , people have actively confirmed their interest in receiving
membership offers. The members of
IDG.se are the most
loyal and very active
core visitors to the
IDG.se site.
– We will distribute
the first offer within
one month, and thereafter one or two offers
per month, says Johan Johan Kappel,
produktansvarig.
Kappel.
Would your company like to create a
unique offer or a competition towards this
target group? Simply contact Johan Kappel
at
+   ,
e-mail
[email protected].
New law on e-mail marketing
Reach 125,000 readers through
Sweden’s largest event publication
I
40,000 people with spending
power at Branschkoll.idg.se
On April st a new law on e-mail marketing
came into effect. To summarise, the main
rule says that e-mail can be used towards
consumers after prior consent only. The
exception to this rule is e-mail distribution
to established customers, provided that the
content is related to products that the person has either purchased before, or explicitely expressed interest in.
The rule does not apply to business-tobusiness marketing. Here, marketing via email distribution is allowed provided that
the sender can be clearly identified, and that
the receiver can opt out of further e-mails.
IDG goes RAM
In March IDG initiated cooperation with
the providers of the independent RAM
copy test tool. RAM are specialised in
measuring ad observation ads on the Swedish publishing market. Currently RAM
measures ad campaigns in some –
publications, including morning, provincial and trade press This makes them the
largest player on the Swedish market.
For more information about RAM, contact analyst Niklas Ekman at +,
e-mail [email protected].
PUBLISHING PLAN 2004
JUNE
M AY
19 20 21 22 23 24 25 26 2
Biotech Sweden
issue
theme
issue date**
copy date
Sweden’s leading biotech magazine
Phone: +46 8 453 6090
6
15/6
28/5
issue
theme
issue date*
copy date
CAP&Design
Print, web, mobile graphics, typography, animation, 3D,
illustration, image editing
Phone: +46 8 453 6333
5
Scanners
8/6
13/5
issue
issue date**
copy date
CIO Sweden
IT strategy, business development and customer relations
Phone: +46 8 453 6440
5
27/5
14/5
Monday issue
issue date
50
3/5
53
10/5
Wednesday issue
issue date
51
5/5
54 57-58 60
12/5 19/5 26/5
Computer Sweden
Sweden’s IT newspaper
Published Mondays, Wednesdays, and Fridays.
Copy date 7 days prior to distribution date.
Phone: +46 8 453 6050
5
18/5
3/5
56
17/5
Friday issue
issue date
52
55
7/5
14/5
theme Integration/
Web services***
Business strategies for sustainable growth
Phone: +46 8 453 61 64
issue
theme
issue date**
copy date
IT.branschen
The IT industry business magazine
Phone: +46 8 453 6030
Internetworld
Sweden’s guide to the internet
Phone: +46 8 453 6070
M3
#1 in Sweden on hot new products
Phone: +46 8 453 6070
Sweden’s Mac magazine
Phone: +46 8 453 6333
The largest tester of new PC products in the Nordic region
Phone: +46 8 453 6030
The easy-to-grasp computer magazine
Phone: +46 8 453 6070
Player1
The ultimate gaming magazine
Phone: +46 8 453 6134
Studio
For people who make music by computer
Phone: +46 8 453 6333
5 M3 Home movie special 6
25/5 3/6
22/6
5/5 14/5
2/6
Sweden’s leading publication on information and IT security
Phone: +46 8 453 6030
* Issue date refer to the day the magazine is being sold at news stands.
** Issue date refer to the day the magazine is distributed to subscribers.
*** Themes with HotSpot. The dates for HotSpot at computersweden.se/hotspot
4
Digital picture
25/5
3/5
7
Firewalls
Wireless
networks
13/5
23/4
9
Digital cameras
Dvd burners
17/6
28/5
10
11
Wireless/WLAN Bilaga: “Windows Spe
Thin clients
IP telephony
13/5
27/5
10/6
28/4
12/5
26/5
5
18/5
19/4
6
22/6
24/5
3
Sommarnummer
1/6
14/5
issue
issue date*
copy date
5
27/5
7/5
4
6/5
21/4
2
5
Wireless security
3/6
19/5
19 20 21 22 23 24 25 26 2
(Supplement in Nätverk
& Kommunikation #10)
Distributed May 27
Copy date May 12
May 7, 2004 / page 4
8
Raid cards
Printers with
scanners
27/5
7/5
5
Video
22/6
31/5
9
Dokument INFO
(Supplement in Nätverk &
Kommunikation #10)
Distributed May 27
Copy date May 12
Linuxworld #2
Changes may occur without prior notice.
Updated publishing plan at mediainfo.idg.se
6
22/6
24/5
issue
theme
issue date*
copy date
issue
theme
issue date**
copy date
Säkerhet & Sekretess
6
Energy
Pollution
18/6
4/6
issue
issue date*
copy date
issue
issue date*
copy date
PC för Alla
70-71
23/6
5
25/5
21/4
issue
large test
product guide
issue date**
copy date
Sweden’s leading publication for people managing
networks and IT
Phone: +46 8 453 6030
68
16/6
issue
issue date*
copy date
theme 2
issue date*
copy date
Nätverk & Kommunikation
65
9/6
7
Distributor’s guide
3/6
21/5
13/5
30/4
issue
theme 1
MikroDatorn
67
14/6
61
63
66
69
28/5 4/6
11/6 18/6
Manufacturing CS
industry at Home
6
issue
theme
issue date*
copy date
MacWorld
62
2/6
64
7/6
5
Sustainable account
Ecolabelling
3/6
13/5
issue
theme 1
theme 2
issue date**
copy date
Dagens Miljö
59
24/5
CS at Hom
Distributed Ju
Copy date Ma
Ramavtal #2
Distributed Ma
Copy date May
J U LY
SEPTEMBER
AUGUST
N OV E M B E R
OCTOBER
DECEMBER
27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53
7
Clinic testing
24/8
9/8
8
Trade fair issue (Biotech Forum)
21/9
6/9
6
Tips & tricks
31/8
6/8
7
Paper
28/9
8/9
6 CIO day
26/8 (30/8)
13/8
72
2/7
73
9/7
74
16/7
75
23/7
76
30/7
77
6/8
78
13/8
9
10
11
19/10
4/10
16/11
1/11
14/12
29/11
8
Digital photo
19/10
27/9
9
Monitors
16/11
25/10
10
Web
14/12
22/11
7
8
CIO Conference
23/9 Topic: Business
21/10
10/9 process/integration 8/10
(30/9)
86
89
92
95
98
101
104 107
110
113
80
83
8/11
23/8 30/8 6/9 13/9 20/9 27/9 4/10 11/10 18/10 25/10 1/11
81
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87
90
93
96
99
102 105 108
111
114
25/8
8/9 15/9 22/9 29/9 6/10 13/10 20/10 27/10 3/11 10/11
IT in 1/9
healthcare
88
91
94
97
100 103 106 109
112
85
115
79
82
10/9 17/9 24/9 1/10 8/10 15/10 22/10 29/10 5/11 12/11
20/8 27/8 3/9
Security
CS
Public
CS
Telecom
Bank &
sector*** at Home
at Home
finance***
9 CIO Conference
18/11 Topic: IT economy
5/11 (25/11)
10
16/12
3/12
116
15/11
128
131
13/12 20/12
119
122
22/11 29/11
120
117 24/11 123
17/11 Out- 1/12
sourcing***
124
118
121
19/11 26/11 3/12
CS
at Home
125
6/12
126
8/12
134–
129 132-133 135
15/12 22/12 29/12
127
10/12
130
17/12
7
8
9
10
11
Education
Environmental technic (Fair issue) Consultant guide Sustainable business travel Stakeholder Dialogue
Business intelligence
Energy
Certification, recycling
Law
Construction
27/8
24/9
22/10
19/11
10/12
13/8
10/9
8/10
5/11
26/11
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9
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14/12
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19/10
29/9
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16/11
27/10
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14/12
24/11
6
Projektors
31/8
9/8
10
Projektors
7
DVD
28/9
6/9
11
12
Kvm switches
PDA:s
Network cards
Sound cards gigabite
2/9
16/9
13/8
27/8
Memory cards
12/8
23/7
12
13
14
Network cables
Net OS
Application servers
19/8
2/9
16/9
23/6
18/8
1/9
cial 2004”
Summar special
20/7
7/6
7
24/8
26/7
6
29/6
4/6
8
Print
26/10
4/10
13
20-21” tft
14
4 color laser
External
Mother boards hard discs
7/10
21/10
17/9
1/10
15
16
Servers
Spam filters
30/9
15/9
8
21/9
23/8
9
Mobile
23/11
1/11
15
Scanners
Processors
11/11
22/10
18
Backup
Network consultants
14/10
28/10
11/11
29/9
13/10
27/10
Fall special
5/10
3/9
10
Monitors
21/12
29/11
16
Barebones
Ink jet
printers
25/11
5/11
17
17
Dvd media
Processor coolers
16/12
26/11
19
20
Firewalls
Anti virus
25/11
10/11
9
19/10
20/9
9/12
24/11
10 Winter special
23/11 2/12
25/10 5/11
4
5
6
16/9
30/8
26/10
8/10
2/12
15/11
7
26/8
6/8
8
23/9
3/9
6
Business intelligence/warfare/terrorism
2/9
18/8
9
19/10
1/10
7
Secure email
7/10
22/9
10
18/11
29/10
8
Management/policies/strategies
4/11
20/10
11
21/12
22/11
11
14/12
26/11
9
Forensics
2/12
17/11
27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53
IT i vården (CS August 25)
e #1
ne 11
y 28
y 27
13
#3
Networks
Biotech forum October 5–7
Telecom/
Infosecurity Sept. 28–30
Linuxworld #3
(Suppl. in Nätverk & Kommunikation #14),
distributed Sept. 16, copy date Sept. 1
CS Education
guide
Distributed Aug. 23
Copy date June 14
Networks Telecom News Biotech Forum News
Distributed September 2–16 Distributed Sept. 21
Last booking date August 27/ Copy date Sept. 6
May 7, 2004 / page 5
Linuxworld nr 4
(Supplement in Nätverk
& Kommunikation #20)
Distributed December 9
Copy date November 24
Ramavtal #4
Distributed November 25
Copy date November 11
Calendar
MAY
18. IDG Relations Branschforum.
Topic: Business systems in service companies.
Breakfast seminar to further the understanding of business systems and their
potential benefits in the business process.
Stockholm.
25–28. IDG Relations Roadshow.
Topic: Mobility in the public sector.
Half-day seminar featuring five companies and five mobility solutions for the
public sector. Gothenburg (May ),
Linköping (May ), Stockholm (May )
and Umeå (May ).
27. Dokument INFO Special.
Supplement to Nätverk & Kommunikation #10.
This special magazine about document
handling is a follow-up of the Dokument
INFO 2004 Expo & Konferens on –
May. Final copy date May .
27. MikroDatorn Framework Agreement
Special #2.
Special publication aimed at the ,
people that work with IT purchasing at
government offices at national, regional
and local levels. Plus , retailers.
Final copy date May .
27. Linuxworld #2.
Supplement to Nätverk & Kommunikation #10.
Now also the major equipment manufacturers are ready to offer Linux as a realistic
alternative, product- and service-wise.
Final copy date May .
JUNE
4. Special CS theme issue on manufacturing
industry.
Manufacturers are going truly high tech.
This increases the need for smart logistics
and short lead times. Copy date May .
10. Windows special.
Supplement to Nätverk & Kommunikation #11.
Special magazine before the Microsoft
Management Summit on 27 May. Final
copy date 26 May.
11. CS Hemma #1. Weekend magazine from
Computer Sweden.
Aimed at CS readers as private individuals
it will reach , people. Read more
about it in the feature article on this page.
Final copy date May 28.
AUGUST
25. “IT i vården”. A joint venture between
Computer Sweden and Dagens Medicin.
Special publication about IT issues in
healthcare. Final booking date June ,
copy date August . Read more on page .
Computer Sweden launches
“CS at Home”
The weekend magazine for CS readers about stuff we want in our homes and our pockets.
In June the first issue of Computer Sweden’s weekend magazine
CS Hemma (“CS at Home”) will
reach its qualified readers.
– This is a supplement about exciting new
gadgets, products and technologies. The readers are the same but here we are focusing on
him or her as a consumer. Affluent, gadgetcrazy and eager to get the latest first, says editor-in-chief Lars Dahmén.
The magazine will offer an appetising and
luxurious feeling to attract and inspire the readers. What happens next in home electronics, which cool and trendy products will be
hot in future - these are merely examples of issues to be covered in CS hemma.
– Our , readers are not only interested in gadgets and technology, they have real
buying power. According to Orvesto Konsument data (full year ) the average annual
household income is
fully , SEK.
The magazine will be
co-distributed with
the regular CS on Fridays, and  percent
of the circulation is
delivered at their respective home ad-
dresses. And we trust that the magazine will be
appreciated by the whole family. Therefore,
with time, the readership could be even wider,
says marketing manager Stefan Andersson.
According to the database Orvesto Konsument , , of the readers – that is almost half of the total readerrship – say that
they are planning to buy a new mobile phone.
Nearly as many, , readers, are planning
to buy a digital camera. Another indication of
the high technology maturity is that two out
of three readers have ordered goods via the Internet, and are also planning to do it again.
On June  the first issue of CS Hemma will
be distributed. Another three issues are scheduled for the autumn.
FOR ADVERTISING INFORMATION, contact Åsa
Granqvist at +   , e-mail [email protected] For market info, contact Stefan
Andersson at +   , e-mail [email protected] For info about the editorial
content, contact Lars Dahmén, +   ,
e-mail [email protected]
/ M.E.
FACTS ABOUT CS HEMMA
• Readership: 144,000 readers
(Orvesto Konsument 2003)
• Publishing date June 11, copy date May 28
Internet sales in Sweden up 35 percent
Forrester expect 400 percent increase over the next five years
In Sweden retail sales over the
Internet are expected to increase
by  percent annually until .
That forecast is given in an analysis recently published by Forrester
Research.
his year Swedish consumer e-trade will
turn over . billion euro, according to
Forrester. By  the turnover will have increased to . billion euro, i.e. five times current sales. In  the average Swede will
spend  euro on the net, which is on par
with the average across the EU.
E-trade in Europe as a whole will grow by 
percent annually, from . billion euro today
to a forecasted . billion euro in . This
will correspond to  percent of total retail trade in . Last year alone, European e-trade
grew by fully  percent.
T
May 7, 2004 / page 6
The growth of European etrade over the next few years
will be significantly higher than
in the USA, where e-trade is expected to grow by  percent annually. Over the next few years, Great Britain will
remain the largest e-trade country, but Forrester expects Germany to catch up by .
Travelling remains the single largest product category on the net.  percent of all Europeans now buy tickets online. Other product that are expected to grow rapidly include
clothing, music and DVD products. Conversely, Forrester does not expect consumer electronics to move online quite as fast. A mere 
percent of home electronics sales are expected
to be made over the Internet by . The explanation is that consumers still want the confirmation of a live salesman, and they want to
see and feel the expensive products before
they buy.
/ D.L.
IDG measures ad observations
Vodafone and Fujitsu-Siemens
ads most widely observed in CS
Of all measured advertising campaigns in Computer Sweden over
the last two years, the Vodafone ads
had the highest observation scores.
This is shown in the measuring
continually conducted by IDG for
major advertsising campaigns.
ully  percent of Computer Sweden’s readers have seen Vodafone’s G campaign
that ran in February . Fujitsu Siemens’
campaign enjoyed the second highest score,
 percent.
In total, some  campaigns in CS were measured during  and early . The studies indicate how many readers have seen the
campaigns, and readers have also been asked
to comment on the execution of the ads.
Monika Thell, Manager Business Creative
Team at Vodafone, is pleased with the high
observation scores that their advertising campaign received in CS.
– The campaign was very successful. We
have still not had any
formal feedback from
other media where the
campaign has run, but
we have strong indications of very goodresults there as well.
– Computer Sweden’s
readers are an initiated
CS readers ranked Voda- target group with good
fone’s ads the highest.
technical
knowledge
F
The highest observation scores in CS
Advertiser
Vodafone
Fujitsu Siemens
Tre
Adobe
Sun Microsystems
Ack. average**
Period
Feb -04
Feb -04
Nov -03
Okt -03
Sep -03
Score
80%
68%
62%
61%
60%
41%
Mark*
63
47
48
53
50
45
* Average of 5 statements (where 100 means “agrees
fully” and 0 means “does not agree at all”. The five
statements were:
1. The ad confirms my impression of the advertiser
2. The message was clear
3. The ad gave me new information
4. The ad gives me a positive impression of the company
5. The ad influenced me in a positive direction
** Average of all measurements during 2003 and
Source: IDG
early 2004.
about our product, which is just right for this
campaign.
Monika Thell also offers another explanation to the high score: Vodafone’s strong brand.
– Even though the logotype was hidden in
the urvey, the “G” message has probably attracted a lot of attention. Furthermore, the
product is absolutely right for the target
group. Results show that the target group has
understood what the product should be used
for, and that the message of the ad was clear.
Monika Thell emphasises the importance of
measuring ad observation to give the advertiser
feedback how the ads were received by readers.
– But pre-testing alternative ads before the
actual campaign is launched is also interesting, and we are planning to do more of that in
the near future.
/ N.E.
Computer Sweden reaches more IT decision-makers
ith a single ad insertion in Computer
Sweden you will reach , people in
the target group IT managers, IT strategists
and CIO:s, i.e. the people with a deciding influence on IT investments. That is more than
one third of all people in the country that influence such decisions, and  percent of the
total target group.
Increasing frequency to  insertions in CS,
the readership increases to , people or 
percent of the total target group.
The target group readership of both Ny
Teknik and Dagens Industri is , people,
that is half of the readership offered by Com-
W
HIGHEST READERSHIP AT THE LOWEST COST
Readership
10,000
8,000
6,000
Computer
Sweden
Ny Teknik
Dagens
Industri
4,000
2,000
0
0
5,000 10,000 15,000 20,000 25,000
Source: Orvesto Näringsliv 2003
Of all publications in Sweden,
Computer Sweden reaches the
largest number of IT managers, IT
strategists and CIO:s.
CPT
IT managers, IT strategists, and CIO:s. The target
group contains of 28,000 persons in Sweden.
puter Sweden. The contact cost to reach one
individual in the target group iss , SEK in
Computer Sweden, , SEK in Ny Teknik
and , SEK in Dagens Industri. In other
words the contact cost is three times higher
compared to Computer Sweden.
/ N.E.
May 7, 2004 / page 7
Calendar
AUGUST
27. Special theme in Computer Sweden
Bank and finance – new functionality
Banks and finance companies are among
the largest IT users. Which services and
functions are particularly important for
them, and and how do the suppliers of
business systems stand up to systems
developed in-house?
Final copy date August .
30. CIO Day at Täby Golf.
Stockholm
SEPTEMBER
1. CS HotSpot. Breakfast seminar on
Bank & finance. Stockholm.
10. Special theme in CS. Security – the upside
and downside of technology
Technology enables enhanced security
and, at the same time, creates new threats
to security. How much technology do we
need, and how great risks are you
prepared to take?
Final copy date September .
10. Networks Telecom News 2004. Supplement in CS #88, Nätverk & Kommunikation
#14, and Säkerhet & Sekretess #6.
The official exhibition paper for the trade
fair Networks Telecom/Infosecurity 
at the Stockholm Trade Fair on September
–. Final copy date August .
16. MikroDatorn Framework Agreement
Special #3.
Final copy date September .
16. Linuxworld #3.
Supplement to Nätverk & Kommunikation #14.
Final copy date September .
21. IDG Relations Executive Sales Meetings.
Topic: IP telephony
Full-day seminar and one-on-one
business meeting with the leading
suppliers of IP telephony.
Stockholm.
21. Biotech Forum News.
The official exhibition paper as supplement
to Biotech Sweden and Biotech Denmark.
Biotech Forum takes place in Copenhagen
on October –. Copy date September .
21–23. IDG Relations Roadshow.
Topic: Secure communications.
Half-day seminar with experts and
leading suppliers of IT security.
Gothenburg, Malmö and Stockholm.
30. CIO Conference.
Conference on Business process/integration. Solna (Stockholm).
Marknadstidning
The column
B
The forgotten effect
PORTO BETALT
Avs: IDG, International Data Group, S-106 78 Stockholm
Marketing manager of the month
Offensive marketing gave Ementor new customers
“IDG delivered all channels to
the entire target group”
Leaving the company name Eterra and some rather
negative business figures behind, Ementor is now a
profitable and very active company in the marketplace
and using IDG as an important marketing partner.
mentor chose to take the offensive approach throughout the general economical
slump - in spite of the company’s negative business results. The way to go was to be consistent, make intelligent choices and using the
right channels. Marketing manager Anders
Berghagen means that marketing via IDG’s
channels is one of the key factors behind the
fast turnaround.
The last  months we have mainy used to
increase our marketing investments. Using
IDG as a partner, we have worked with everything from e-mail marketing and telemarketing to events and advertisements in Computer Sweden, amongst others, says Anders
Berghagen.
E
LEADS GENERATION for the sales force was key.
– Everything that we do should generate
new contacts.
Ementor has mainly worked with:
• Seminars, followed up using telemarketing
and e-mail invitations via IDG’s IT calendar.
• CS HotSpot breakfast seminars, supported
by ads in Computer Sweden and followed up
by, for example, telemarketing.
»We tried other
channels too, but with
rather feeble results,
to say the least«
Anders Berghagen
Marketing manager,
Ementor
– The activities have generated a wealth
of potential customers for the
company’s sales organisation to work with.
Anders says that this concept was the core
of the success. Going from merely working
with established customers – “account management” – to activelyworking up new customers and markets.
– We believe in the seminar model, regardless if we arrange them ourselves or together
with partners, in this case IDG Relations and
HotSpot, says Anders Berghagen.
By following up every campaign very carefully, Anders Berghagen has been able to see
exactly which activities worked very well, not
so good or not at all.
– We also tried to find the right target
group via other channels and other types of
activities, but the results were rather feeble, to
say the least, says Anders Berghagen.
Ementor’s target group is IT managers, managing directors, senior technical staff, i.e. key
decision-makers and the people in charge of
purchasing IT, security, IP telephony etc.
– IDG was the only company that was able
to provide all the channels to the entire target
group. The combination of e-mail, telemarketing, web and other media advertising - that is
the unique thing about IDG. And that is what
we tell our suppliers.
/ M.E.
FACTS ABOUT EMENTOR
• Ementor (formerly Eterra) is a systems
integrator working with IP telephony, IT
security, outsourcing and document handling.
• Working with IDG, Ementor has used:
- Advertising in CS and CIO Sweden
- Banner advertising at IDG.se
- Telemarketing
- Seminars via CS HotSpots, CIO Conference,
Road shows (IDG Relations)
- E-mail marketing via Branschkoll
May 7, 2004 / page 8
Marketing people often talk about getting
more mileage out of their media investments. Be it the effect of every marketing
euro, dollar or yen, or the right price for
media space. The price of advertising space
is important, and very easy to quantify. In
these times of cost reductions, the focus
has largely been on lowering the cost for
media space, which means that many
people have put all issues of effect aside.
The best way to achieve a higher effect of
your media investments is to make sure
that you work with the right target group,
the right media choice, the right format
and the right placement. Here and now I
will focus on format and placement.
Is it better or more effective using several
small ads than a full page? Could six small
ads in the same issue communicate more
effectively or should you choose a full
spread and fold-out to get the right impact?
Which format is right for my message? Will
a specified placement in the financial
section attract more people in your target
group? Is the first half of a magazine better
read than the second half, and does this
mean that advertising space of the former
should have a premium price? Or is that just
one of those myths making many advertisers pay to much for early placement?
No doubt creative formats and placements
can considerably enhance the message of an
ad. Still, few advertisers and media advisers
dare to break the established patterns.
The fact that Dotcom Solutions enjoy a
higher impact when using a “debate ad”,
combined with several ads in the same issue
is clear to them. Successful campaigns for
Mariestad’s beer is based on placements in
specific sections of the newspapers, for
example unexpectedly in the financial pages
with the payoff “A good beer doesn’t hurry”.
In retrospect, such successful strategies
appear evident. They serve as good
examples of advertisers that enjoyed an
enhanced effect of their media investments
by focusing on format and placement.
As a marketing person or
media adviser these
aspects should always be
considered to stay
abreast with competition
in today’s harsh business
environment.
Wolfgang Gulding
Print manager, Starcom
wolfgang.gulding@
starcommediataktik.se
EDITORIAL STAFF
NE
ME
MF
DL
SER
Niklas Ekman, analysist,
[email protected], +46 8 453 6083
Mats Eriksson, editor,
[email protected], +46 8 453 6056
Martin Fältström, marketing manager,
[email protected], +46 8 453 6120
Daniel Lundblad, editor Executive e-Report,
[email protected], +46 8 453 62 71
Sven-Erik Remmare, business development,
[email protected], +46 8 453 61 54
phone +46 8 453 6000
idg.se/info
IDG
I N T E R N AT I O N A L D ATA G R O U P A B