Mike McEnaney, recently appointed to the newly created position of associate publisher/editorial director of Photo Trade News, wants the 65-year-old publication to zoom in on a rapidly developing trend in the digital imaging market.
"With the advent of digital imaging, every electronics company is coming out with some sort of product," said McEnaney, a 10-year veteran of Cygnus. "For a long time we’ve been photo-centric, and we’ve been comfortable with it. But there are companies out there with a whole new set of problems we need to address."
He was referring to large consumer electronic companies and their retail channels, which are garnering a growing share of digital imaging sales. "We need to speak a little more to the Staples and the Circuit Citys."
McEnaney said he hopes a "significant boost" of the monthly’s 13,000 circulation, perhaps by next June, will convince deep-pocketed advertisers that the publication is broadening its audience to compete more effectively with Cahners Business Information’s Twice, which has a current circulation of 27,800 and runs 30 times a year. Mc-Enaney declined to quantify the planned circulation boost.