MEDIA: Incisive Media in E-Financial launch

Incisive Media, the publisher formed by the merger of Timothy Benn and City Financial Communications, is launching a news-led weekly for the online financial products sector.

E-Financial Services is launched on November 6 with a controlled circulation of 10,000 and will start with 48-page issues. In an internal move, Alex Broad, currently features editor of insurance title Post Magazine, will edit the new publication and is in charge of a team of four journalists.

Editorial director Lawrence Gosling said E-Financial Services is aimed at people who have experience in traditional methods of selling pensions and investments. 'A lot of people in financial services are being moved across to e-commerce,' he said. 'People don't have the knowledge base of doing it on that side.'

E-Financial Services will contain case studies plus news on the latest e-commerce research.

Case studies will not only be drawn from the finance sector - they could be successful sites and sales strategies in other areas of retail, Gosling said. 'Or what lessons are there from Boo.com for the financial services industry?' he continued.

'We are not trying to be too clever, we are just putting a lot of information in front of people - are web sites there to transact business? Or for corporate advertising? Or to put brochures on-line? Who buys on-line?'