CMO Council Goes IPAD to PRINT with new magazine, “PeerSphere”
The Chief Marketing Officer (CMO) Council announced a multi-channel, multi-format publishing initiative that will deliver an in-depth and engaging peer-driven quarterly print journal and digital formats for web, mobile, tablets, like the iPad, and mail delivery to members and subscribers worldwide. The first edition of PeerSphere , the official journal of the CMO Council, will be launched in the fourth quarter of 2011.
The CMO Council said it would use cross-media content development and print customization technology from Quark and Ricoh to develop the print and digital publication, as well as create more localized versions that will increase audience relevance, interaction, and interest in North America, Europe, the Middle East, Africa, Asia, and Latin America. With a database of more than 60,000 marketers and some 2,000 content syndication partners, the CMO Council plans to combine the power, pull, and punch of print and digital publishing to further its global knowledge transfer mandate.
“Many people today think its about Print to IPAD” says Liz Miller, VP CMO Council, “In reality, its IPAD to Print. You have to design for the medium. For example, if you like the PeerSphere print article, research, video commentary, you can use the IPAD app or e reader to go deeper into the research or relevant content. This is a much more holistic approach of integrating offline to online. “
I asked Liz, “Why a magazine now? Aren’t you doing the opposite of the industry?” she responded, “Absolutely not. Our members wanted multiple channels to consume our content. And this integration really seamlessly compliments each channel rather than competes. “
(NOTE WATCH VIDEO TO SEE THE IPAD VERSION)
PeerSphere will be a high-quality, 40-page print journal with a companion digital magazine aimed at computer, tablet, eReader, and smartphone users. This will leverage the CMO Council’s extensive content engine and archive of CMO interviews, contributed articles, regional views and perspectives, case studies, award submissions, and best practice insights, as well as facts and stats. It will primarily showcase insights, best practices, and commentary from CMO Council members, experts, and academics, reaching a highly qualified audience of senior client-side marketing executives who have corporate, division, product line, or geographic marketing responsibility.
PeerSphere print production will be handled by Frederic Printing , a Consolidated Graphics company (NYSE:CGX), using the InfoPrint 5000 digital production print system from Ricoh. Design work will be handled by Eric Trujillo of Studio Trujillo on the QuarkXPress9 dynamic design platform from Quark. CMO Council members include marketing leaders in both BtoB and BtoC markets across all industry sectors. The 6,000 members control an estimated $300 billion in marketing spend annually and are located in more than 110 countries. They are heavily involved in marketing planning and procurement, marketing mix allocation, technology acquisition, media buying, talent development, resource recruitment, and agency selection. The digital version will be offered on a subscription basis to global marketers, as well as marketing associations, institutes, universities/business schools, training centers, libraries, agencies, consultants, and solution providers.
The inaugural issue of the CMO Council’s PeerSphere Journal will feature:
- A cover story on “Geo-Political Turbulence and the Marketing Consequence” featuring interviews with Middle East marketing leaders
- A deep dive into MasterCard’s strategy and approach to maximizing the value and return of its $40 million sponsorship of the 2011 Rugby World Cup in New Zealand
- A wide-ranging interview with the president of Safeway’s marketing division covering agency relationship management, competitive challenges, and marketing complexities in the North American grocery business
- Prodile of RAK Ceramics, a $1 billion emerging market success story, growing largely in stealth mode, but poised to make a major global impact
Regular content and features will include:
- PunchLine—Opinion editorial from CMO Council executive director
- Guest Gab—Commentaries from subject matter experts and academics
- Get to Know a CMO—Q&A with global marketing leaders in both BtoB and BtoC markets
- Insights + Intelligence—Research, analytics, and trend data from information service providers, futurists, and social media monitoring firms
- Report Round-Up—Highlights from new CMO Council studies and thought leadership initiatives
- Localize to Globalize—Case studies and contributions from regional advisory board members
- Extracts + Abstracts—Content selections from new book releases, white papers, and strategic briefs provided by authors, consultants, and academics
- Situation Central—Lessons learned from CMOs facing real-world marketing issues, obstacles, crises, and brand recoveries
- Innovation from Automation—Where and how technology is impacting customer experience, engagement, acquisition, retention, revenue optimization, and marketing operation
- Hit + Miss—Winners and losers in new product introductions and line extensions in both BtoB and BtoC sectors
- Digital Discourse—Roundtable discussions, views, and opinions from members of the Digital Marketing Performance Institute
- TalentTalk—Performance management pointers and perspectives around how to achieve “more gain and less strain” in staff/agency relationships
- Campaign Corner—Spotlight on award-winning campaigns that integrate multi-channel components and evidence tangible business value creation
