Top Trades: Telephony

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In 1996, when the era of telecommunications deregulation was ushered in, Telephony was prepared with a redesign and a plan for reacting quickly to the changes it anticipated.

Today, as the industry plays host to emerging companies and a fast-changing scene, Telephony keeps pace, making its weekly information accessible to readers and offering new products that it thinks puts it one step ahead.

Published by: Intertec Publishing, Chicago
Publisher: Mark Hickey
Editor in chief: Joan Engebretson
Exec. editor: Jason Meyers
Circulation director: Susi Cordill
Frequency: Weekly
Circulation: 61,237
Readership: Corporate executives, engineering management and professionals at service providers, including incumbent local exchange carriers, competitive local exchange carriers, Internet service providers, wireless carriers, long-distance service providers and cable companies.
Rates: 4C page 1x, $9,233; 51x, $6,770
Marketing opportunities: Web advertising, supplements, single-sponsor supplements, custom advertorials/white papers, custom research, database marketing support, custom event advertising opportunities.
1998 ad pages: 3,296
Ad Page growth: Up 27% from '96-'98
"We want to be the leading information provider for service carriers and providers, to be on the cutting edge of technology and business information," says Telephony Publisher Mark Hickey.

Media buyers see Telephony as one of the leading books covering the telecommunications industry and, perhaps more important, "they're working hard to keep up with the times," says Caroline Riby, VP-media director, Saatchi & Saatchi Business Communications, Rochester, N.Y. "They provide a lot of supplements that address the challenges their audiences have to go after."

Supplements include Upstart, which covers the competitive local exchange carriers and will be published six times this year;, focusing on data-centric networks and Internet protocol, published four times annually; Powering the Network, covering power and energy issues, published four times annually; Bandwidth, which focuses on very high-speed networks and comes out twice a year; and PCS Edge, which looks at new digital wireless services and comes out twice a year.

Telephony also works with single sponsors to create unique editorial products, Mr. Hickey says.

Connecting with readers

Above all, whether it's a supplement, custom publishing, advertorial or the Web site, "we aim to be the top thing in our readers' in-baskets," says Mr. Hickey. "We aim to be the strategic information partner that they have to read every week."

He said he thinks Telephony connects with its readers "because we help them manage the increasing complexity of their lives."

Frank Puglia, director of strategic marketing at Ericsson, Dallas, says of Telephony: "They keep one step ahead of the industry, and it's reflected in their subscriber base. There's a whole new readership now that didn't exist three years ago, and they've been very smart about anticipating the editorial needs of their audience."

Lynne High, senior manager-corporate marketing communications, ADC Telecommunications, Minneapolis, says Telephony has developed "a level of trust" with its readers.

"In the independent evaluations we've seen, they are the most highly read and thought of," Ms. High says. "They have considerable credibility with their readers, who are also our customers."

Telephony offers broad-based weekly industry news, as well as features and technology sections, which are devoted to the latest news on wireless networks, intelligence and software, switching and transmission, new media, and marketing and services. The Web site offers information from the magazine, and some unique content to keep readers checking in daily.

"In 1996, nobody knew what the Telecom Reform Act would bring," Mr. Hickey says. "For us, it was a good catalyst not only for the redesign, but for a way to look in a new way at the industry, how it was reshaping itself.

"We looked carefully at ways we could establish an information platform without abandoning our traditional readers, as well as embrace a lot of new people who would enter the industry because of reform."

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