Embedded System Europe is to rebrand as Embedded Systems Design, mirroring the branding of it’s sister title in the US. More importantly the September and October print issues will only be distributed to the 12000 readers in the UK: if you are based in another European country, you will only get the digital issue. This move follows on from the decision that the July/August issue would be “folded into” EE Times.

TechInsights say that there are two reasons for the decision: firstly to ensure good promotion of ESC UK, and secondly to encourage some of the advertisers that liked Embedded Systems Engineering’s UK circulation to start spending on the merged title.

This is a interesting move: TechInsights claim they already have a digital circulation of about 30K subscribers, but clearly the move is cost-driven, although it does appear that some of the advertisers in Embedded Systems Engineering were not happy with the new pan-European format when the title was bought and merged with Embedded Systems Europe. I believe, however, that promotion of ESC has to be a secondary reason: publishing a magazine is an expensive way to promote a show! The good news is that we are promised that European content will remain a significant part of the magazine.

TechInsights remains optimistic, saying that they “Hope to continue with Nov and Dec issues the same way”. There is even a promise of some of the European print circulation returning later in the year to promote the ESC and IP/SOC 09 even in Grenoble.