CFO Magazine, Beyond the 'Business Silo'
CFO co-sponsors a few events with its sibling publication The Economist. Conference discussions are also valuable as fodder for new areas to research for future publication, and are another example of CFO's strategy of cross-
promoting the company's services while adding value, Meloy says.
Meloy, who was corporate advertising director at ExxonMobile prior to joining CFO, delights in the opportunity to collaborate with advertisers
to develop "win-win" programs that provide access to CFOs while educating the audience. "It's interesting to be on this side," she says, and working on putting together packages with advertisers.
Meloy enjoys more freedom at CFO than when she was at a massive international conglomerate. "Working for a smaller company allows you to be more nimble in bringing out new products and services," she says, and to "operate outside of the business silo."
For example, CFO incorporates advertisers' expertise and perspective into collaborative research projects; CFO's researchers receive input from sponsors when developing white papers that analyze financial and business trends by surveying and interviewing the thought-leaders on a particular subject.
Onward to Europe and Beyond
CFO began its international operations by launching CFO Europe and CFO Asia in 1998, and the company added CFO China in 2002.
Staff stays in tune with world developments through conversations with an informal global marketing board, according to Meloy. "The Chinese and Asian markets have a huge opportunity for growth," Meloy says, so the company will continue to explore new ways to share information globally.
CFO prints the international editions in their respective regions and has Web sites for each publication.
"With the advent of technology and faster Internet connections, we now transfer all our files over to the printing houses by FTP [file transfer protocol] and have almost phased out the use of ISDN [integrated services digital network]," says Neerja Sujanani, production director for CFO Asia and CFO China. "For our suite of magazines, quality control is emphasized, and we make sure that one of our production staff is at the press for online printing approvals while the magazine is … on the press."