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Nxt Manchester launches with 100,000 circulation | Print |  Email to a friend
Thursday, 11 September 2008
It’s been a busy week for business publishing in the North West. Monday saw the launch of TheBusinessDesk to its new regional audience, while yesterday marked the Nxt big move from an ambitious digital publisher.
It’s been a busy week for business publishing in the North West. Monday saw the launch of TheBusinessDesk to its new regional audience, while yesterday marked the Nxt big move from an ambitious digital publisher.

As first mooted on How-Do back in July, American firm NXTBOOK, which is a recent arrival in Manchester, harboured ambitions to combine a new business publication with a sales tool to showcase its in-house online publishing solution.

Yesterday this dual ambition was realised with the debut of Nxt Manchester; a 41 page free to access digital magazine that has been sent out to 100,000 business people in and around the city.

Image
...They're coming thick and fast this week
The launch issue features business stories, Q&A sessions with individuals such as Hazel Blears, profiles and, clustered towards the rear of the magazine, several pages of advertising (including an ad indicating the NWDA’s support).

Speaking to How-Do about the project, operations manager Amber Stephens explained that the magazine is pushed by “ambassadors across all sectors” who send it out to their members, while the firm itself manages “an extensive subscribers list” from its Manchester offices.

She went on to predict that “the actual number of people who view the magazine will be a lot higher” than the 100,000 distribution list, adding: “Using the NXTBOOK format we are able to gather extensive stats, so it will be interesting to monitor this in time for the next issue.”

Although it was ‘early days’ when How-do contacted Stephens, she noted that the firm had received “some positive feedback so far.”

Nxt Manchester is expected to go monthly in the near future, although this has not been confirmed as yet.

www.nxtbook.com

http://www.nxtbook.com/nxtbooks/nxteu/200809_nxtmanchester/index.php#/0

 

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  Comments (18)
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 1 By underwhelmed, on 11-09-2008 14:43
This mag is dull and unlikely to hold anyone's attention other than those featured in it. Vanity publishing meets the digital age. 
100,000 spam messages sent to manchester business people should be the headline.  
Lets get serious about Northwest Publishing this launch makes us all look amatuer.
 2 By verypoorindeed, on 11-09-2008 15:40
Tosh. An "exclusive" look around Media City? Hasn't every journo in the region been round there by now?
 3 By Amber, on 11-09-2008 16:08
Hi, 
 
Thanks for your comments and for looking at the magazine. NXT Manchester offers something different in that there's a balance of business profiles advice etc, along with the use of great technology to tell a story. 
 
Our distribution has been arranged, secured and targeted with some of the business leaders in the region so we certainly wont be ending up in anyones spam box! 
 
Re MediaCity - Yes every journo has been round there once or twice but the magazine is not aimed at 'journos' it's aimed at the wider business community, from leaders to start-ups (some of which I know were very interested in establishing the truth about the project). 
 
This magazine is about responding to the wider business community. 
 
Thanks, 
Amber
 4 By stillunderwhelmed, on 11-09-2008 16:58
Hi Amber, 
 
If you are going to make miracle readership and false exclusivity claims, expect to be criticised. If you promoted this for what it is we would probably say 'nice one, lets see where it goes'. 
 
You set yourself up to be shot down by claiming that you have reached your destination before you have even packed your cases. 
 
Good luck but please don't try to fool the media industry with wild claims, we are too savvy.
 5 By Amber website, on 11-09-2008 17:38
Hi again, 
 
There's no miracle in it, we create the world leading technology that creates the magazine so we're in a great position to assess the readership. Likewise with the 'exclusives' - it's about presenting the accurate info not just the latest news.  
 
As mentioned it's not specifically targeted at the 'media industry' but thanks for the good luck message - ultimately if we generate interest in the service we offer and get responses from readers saying "thanks enjoyed the first issue" as we are then we've done what we set out to do. 
 
Kind Regards, 
Amber
 6 By Alan Sugar, on 12-09-2008 09:18
Amber, I`m sorry but.....................
 7 By Marcus website, on 12-09-2008 23:17
The best thing about digital publishing is that rather than debate what readers will think about the content, we can just look at the data. 
 
The tracking data for Nxt Manchester currently shows the average reader spending more than eight minutes inside the publication and reading just under 24 pages. Whether that's good or bad is open to debate, but I think most websites would enjoy that level of engagement. 
 
One more thing: the magazine has been viewed 65 times as a result of this article on "How-Do," so thank you for the coverage! :)
 8 By notthosenumbers, on 15-09-2008 10:47
Its not the micro analysis of the service that everyone's interested in. It's the mysterious 100,000 circulation claim.  
It sound like a figure picked out of the air to impress, but ultimately sounds too good to be true. We all know that if an offer sounds to good to be true...
 9 By Amber, on 15-09-2008 11:58
Hi, 
 
The above isn't intended as a 'micro analysis' it's an example of how we can track and explain the data. Of course when this issue has had it's full duration we will have further stats relating to readership and full circulation. 
 
Thanks
 10 By thenumbersdontwork, on 15-09-2008 13:24
Hi 
Will you be revising the 100,000 circulation claim to something more believable and/or achievable? Or reaching for the stars with an even more ludicrous claim?
 11 By Amber, on 15-09-2008 13:40
Er no, we'll be doing what we said we'll be doing and using our incredibly well developed technology to report on statsand how it reached the people it was intended to. With such a huge business population in Manchester it would be a shame if we only went out to a few hundred companies!
 12 By doesanybodyread, on 15-09-2008 15:34
@ notthosenumbers 
 
The article doesn't claim 100k circ... It claims 100k "distribution." Anyone familiar w/ e-mail marketing knows that acquiring 100k distribution isn't difficult. More important - it's a smart way to launch a pub. like this. Over time, some of that 100k will become "circulation" as readers subscribe. Other readers will subscribe from other sources.
 13 By Amber, on 15-09-2008 15:58
Exactly!
 14 By thewordsstilldontwork, on 15-09-2008 16:19
I guess semantics should come into it given this is a media site, however, the article says that 100,000 distribution has already been achieved and yet Amber is now writing in the future tense about what will be done. It has either been achieved or is yet to be achieved.  
 
I simply don't buy it and there is still no response from the publishers to back up the 100,000 statement. Of course they won't climb down publicly, however, we should all be prepared to be quized when we make big claims about distribution, readership and/or circulation as mailing fraud is a big problem for the publishing/advertising industry. The good guys don't mind because if you have invested in fulfilling your commitments then you want people to ask the right questions. 
It may be that nxt media has simply jumped the gun with thier claim.
 15 By Amber, on 15-09-2008 16:41
Hi, 
 
We are the publishers and have responded to all the above Q's. As I mentioned reaching 100,000+ business people (via distribution) in a city such as Manchester really shouldn't be a stange concept. It's about targetting the right people and agreeing for them to a) receive it and b) send it out to their members. 
 
Simple for any publication that knows its target market.
 16 By PhilC, on 15-09-2008 18:35
I've had a look through the magazine, its certainly very user friendly, content wasnt personally relevant for me in this issue but the ease of reading is certainly a positive.
 17 By Mr Sock, on 16-09-2008 13:14
Lots of sock puppets here, there and everywhere on How Do who are anonymous, but quick to defend the claims made by others. At least Nxt Book have been open about who they are.
 18 By Answer for Neil Loughran, on 06-10-2008 14:27
You must mean these, they were done 2 years ago through a Reseller. 
 
http://www.nxtbook.com/dal/ebooksolutions/aberdeenchamberofcommerce/index.php 
 
and 
 
http://www.nxtbook.com/ebooksolutions/ebooksolutions/GlosCC/index.php 
 
Thanks for your comments !!!!

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