Hachette title for Cisco Systems shows up in Time Inc. magazines

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The Internet makes for strange bedfellows (think Microsoft and NBC), and next week two rival publishers prove the same can be true for magazines chasing Internet ad dollars.

The titles published under Time Inc.'s Fortune Group -- eCompany Now, Fortune and FSB: Fortune Small Business -- are set to hit newsstands with a 16-page insert edition of iQ, a custom-published title for Cisco Systems. But in a strange twist, the magazine was produced not by Time Inc. but by Hachette Filipacchi Magazines.


Hachette began custom-publishing iQ in June as a stand-alone title coming out six times a year; this is the first time it's being inserted in Time Inc. magazines.

Despite the rival publishing group's role in producing iQ, "I never think of [iQ] as Hachette," said Fortune Publisher Mike Federle. "To me, it's Cisco," since the technology company produced the editorial and decided where to distribute the magazine.

"They had this custom magazine they were producing," Mr. Federle said, "and they wanted to know how to get it into the right hands." The Fortune issue the insert appears in, dated Oct. 9 and on newsstands Oct. 2, focuses on broadband technologies and has a cover line trumpeting "The Future of the Internet."

"That was just a lucky break for us," said Michael Hakkert, iQ publisher. "It seemed like a natural fit." Mr. Hakkert noted that the Fortune Group titles have "quite a bit of credibility with the business audience."

Time Inc. and Cisco bill the insert as a "how-to Internet guide" for corporate executives. Each story is accompanied by a sidebar detailing Cisco's own experiences in dealing with the issues raised, such as developing an Internet strategy.

The Cisco title is the first ad insert to run in all the Fortune Group titles, Mr. Federle said. Neither he nor Mr. Hakkert -- who cited a "gentleman's agreement" -- would divulge the cost of the buy. A color page ad in Fortune has a rate card price of $95,000.


The prospect of future iQ inserts in the Fortune Group titles is "up in the air," Mr. Hakkert said, while adding that "we certainly see continuing [Cisco's] relationship with Fortune."

Cisco is one of Fortune's top 10 advertisers as measured by revenue, Mr. Federle said.

Hachette's custom-publishing unit also produces magazines for Mercedes-Benz USA (Momentum), General Motors Corp.'s Cadillac (Vision) and Philip Morris USA's Marlboro (Unlimited), among others, said VP-Group Publisher Michelle Berman.

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