Top Trades 2007: ‘IEEE Spectrum’

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IEEE Spectrum, the flagship publication of the Institute of Electrical and Electronics Engineers (IEEE), the world's largest professional technology association, spent a good deal of time in the winner's circle at American Business Media's Jesse H. Neal National Business Journalism Awards ceremony last year. The monthly was named first and second runner-up for the Grand Neal for its articles "China's tech revolution" and "Who killed the virtual case file?" respectively.

Adwise, it was down year for IEEE Spectrum, as ad pages declined to 393, from 410 in 2005. Nonetheless, IEEE Spectrum is one of the strongest brands in b-to-b media. It has a fully paid circulation of 385,000 and, with pass-along, a total readership of 600,000.

"We're still a very special niche," said Marion Delaney, associate publisher and ad sales director. "We're an association publication with editorial content that's on the level of any consumer publication."

The magazine, which dates back to 1964, has taken steps to bolster its print advertising volume. Last year, for example, it rolled out a new advertorial on military defense. Sponsors included Aerotek, BAE Systems, Lockheed Martin, Massachusetts Institute of Technology and Smiths Aerospace.

"We're creating new relationships and realizing that a lot of tech companies own an incredible amount of content," Delaney said. "What we can do is take content that originated online and leverage it into an advertorial."

Delaney said there are three more advertorials planned for this year, covering economic development, software and corporate diversity. "Advertisers are looking more at unique ways of packaging their ads," she said. "They're asking for gatefolds or running sequences of partial ads."

Because it caters to a tech crowd, IEEE Spectrum has recently built out its online presence, with the aim of strengthening the entire brand.

The magazine's Web site underwent a comprehensive redesign late last year, adding databases, podcasts and online video. In December, it kicked off a series of 24 webinars on topics ranging from software to laptop batteries

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