ED Europe was the first magazine in the European electronics media to opt for an entirely digital distribution, a move that has been reasonably successful, particularly in terms of readership as they achieve one of the highest open rates in the industry. Despite the popularity with readers, they have attracted relatively few advertisers, a problem that I believe is down to their instance that advertisers us a text box format.

Not any more! I’m delighted that Penton has decided to let advertisers use conventional display formats such as full page and half page adverts. Although the landscape layout will mean most advertisers need to modify their copy, they will be able to place adverts with graphical content and a corporate look and feel.

I’m delighted that Penton has made this long-overdue move, and I’d predict that the option of a more conventional layout will increase the number of companies placing adverts in ED Europe during 2010.