If there was ever any doubt that mid-size American companies need a magazine of their own, it should be dispelled by the success of American Executive.
In just over a year, the monthly was able to turn a profit, mainly by appealing to companies of a size that's often ignored by the media. Executive editor Jill Rose talks about what makes it work.
PRWeek: What is the magazine's mission?
Jill Rose: There are a lot of business publications out there, but we thought there was a hole in the market when it came to covering mid-size companies. There are several terrific titles for small businesses and there are a lot of publications looking at the large companies. We target everyone except the very small and the huge. We provide them with information about strategy, things like management, marketing, and global strategies. We provide finance and legal topics. We also focus on making our text readable because executives don't have time to dig for information.
PRWeek: Besides the mid-size company approach, what sets American Executive apart from other business magazines?
Rose: One thing we do that others don't are case studies that we call Corporate Spotlights. We're talking to mid-size companies, not necessarily the sexiest companies, but they have interesting things to say. It might be a marketing strategy, or a retention, or a hiring strategy. It might be that they bought some technology that's completely changed their business. Whatever it is, they're interesting and applicable to other companies, but normally you wouldn't read about them.
PRWeek: Can you describe a recent one that typifies the feature?
Rose: A company called Evanston Northwestern Healthcare - profiled in our August issue - used technology to really revamp their business, especially with communication around medical information. They are seeing a lot of benefits and results from technology, getting rid of illegible doctors' handwriting on charts and doing it electronically instead. And there is the same kind of thing with access to records.
PRWeek: What kinds of stories or pitches are you looking for?
Rose: The editorial calendar is posted on our website. PR pros are more than welcome to pitch features there or pitch companies for the Corporate Spotlight. And they're welcome to pitch for cover stories. We feature CEOs who are interesting in and of themselves. Moreover, we do an issue-based cover story about every three or four issues. We want to offer insight into what business leaders are doing and why they're doing it.
PRWeek: Has the publication changed at all in the year or so since its launch?
Rose: It's evolved a little bit. One thing we do now is a healthcare supplement. We began it in May and we're doing one every other month. It's a magazine within the magazine and it's industry-specific. Its stories are of interest to healthcare executives, the folks who are in the business of running healthcare companies. We are looking at how we're going to evolve the supplement. It may become a magazine of its own in the near future. And we're looking at doing other industry-specific supplements.
Name: Jill Rose
Publication: American Executive
Title: Executive editor
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