ITWeb today launched Brainstorm, a new monthly IT business magazine that will complement the IT news service`s online offering.
[VIDEO]Speaking at the Sandton launch, which attracted 275 IT company representatives, Brainstorm`s editor, Branko Brkic, said the publication is a 100% local magazine, produced by top South African journalists and photographers, catering to the unique needs of the local IT industry.
He added that Brainstorm takes a fresh approach to the business IT print media, focusing on the people behind the technology and the technology behind business.
Positioned as "an IT magazine for decision-makers and other intelligent people", Brainstorm is aimed at users of technology in all market sectors as well as SA`s top decision-makers who need to understand the value of technology in business.
[VIDEO]"Brainstorm will go beyond the traditional ambit of IT trade magazines in offering a more interesting, people-focused, and enjoyable read combined with a modern look," said deputy editor Ivo Vegter. He added that the reaction from readers and advertisers has been very positive.
"Contrary to speculation in some media," said Vegter, "Brainstorm is not an admission that online publishing has failed. ITWeb funds Brainstorm solely from surplus operational income from online operations. With 90% share of online IT ad spend, ITWeb had to expand its revenue base, and the print media channel is a logical means to do this."
[VIDEO]Jovan Regasek, Brainstorm publisher and ITWeb CEO, said the move into print is designed to consolidate ITWeb`s position in the South African IT publishing market, expand its product offering, broaden its cross-media presence, and secure the right product mix in order to reach new markets.
"We believe we have the expertise and the team to fill a gap in the local IT and business media market for a top-quality publication that guarantees local focus," said Regasek.
Reaction
Dion Retief, MD of Business Unusual, welcomed the new publication: "There is definitely a need for a magazine directed at business and IT decision-makers."
Bradley Waltman, business integration product manager, iCommerce Software at Dimension Data, described the new product as "the GQ of IT".
"It`s an extremely professional magazine, which raises the level of what is out there," said Lynda Lees, marketing manager of Duxbury Networking and Enterasys Networks.
Megan Stark, director of CubicIce, said: "Initially, I was dubious because ITWeb has created a name for itself online, rather than in the printed media. But having heard the concept, I think ITWeb has a good chance of making it happen."
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