NEW YORK: CMP Media EG, the electronics division of the global trade publisher, is shifting its editorial and communications strategy in an effort to elevate the profile of not only its publications, but of its target audience as well.
The company is undertaking three separate initiatives to capitalize on that strategy.
First, CMP is working with Atomic PR on its "Editors as Experts" program to help raise the profile of its staff.
Richard Wallace, editorial director of the EG Group, said that program is designed to get editors quoted more in mainstream media. "Our editors can bring some expertise that we think is valuable beyond our core readers," he said.
Another goal, Miller said, is to boost the general image of its core readership. The "EEs [electrical engineers] as Rock Stars" campaign is designed to give show the people behind the scenes of today's most sophisticated technology. Several engineers with be present at CMP's booth at the Consumer Electronics Show.
"[Electrical engineers] in the US have been under-appreciated and undervalued," he said. "It's our intent to raise the value of these folks."
Additionally, its Heads Up/Heads Down editorial initiative is designed to provide readers with more practical tips to get their jobs done, said Paul Miller, group VP of CMP Media EG. The company's recent acquisition of TechOnLine, which provides educational training on certain products, was part of this strategy, he added.
"[We're] looking to make the brand much more valuable to its current readership and adjunct readers," including venture capitalists and corporate managers, he said.