Reed/Elsevier (Cahners)

A leading publisher of technical trade magazines and Web sites and organizer of conferences.

Brand Assignments

Datamation (180,000 subscribers), cited by Advertising Age as one of the fastest growing trade pubs in 1990

Electronics market leaders EDN (220,000 engineers) and Electronic Business (80,000 electronics industry managers).

Building Important Brands, Launching New Products, Always Making Rain

Challenges included growing revenues during changing market conditions; growing the publications to the top tier market position; leading a publication team whose executive was struck with cancer; building a fledgling publication into one of stature and clout.

Alan Bergstein’s roles during fourteen years as National Manager / Regional Sales Manager / Marketing Communications Manager:

  • Regional Manager, Datamation magazine (1989-1994)

• Covered New England sales territory.
• Broke many sales revenue and share records. Cahners President’s Club winner; Salesman of the Year ’93; Custom Publishing Sales Award ’93, Excellence in Publishing ’92, and Cahners Executive Club ’92.
• Lead sales representative on Sales Workbench committee; instrumental in key elements of design and rollout of a notebook computer–enabled sales force; introduced and trained reps on the use of computer-based syndicated research.

  • National Director, Electronic Business magazine (1987-1989)

• Managed sales and marketing communications when recognized as the fastest growing business magazine in the U.S. Responsible for $5 million profit-and-loss fiscal budget, monthly management reports, circulation plans, editorial audits and competitive analysis.
• Involved in launching new products, including EB China, Volume2 advertorials and Computer Business edition; involved in the award-winning 1988 editorial redesign.

  • Regional Manager, Electronic Business magazine (1982-1987)

• Covered New England sales territory selling to existing and prospective accounts and their agencies.
• Built territory from 30 ad pages to over 320.
• Set new records in six key performance measures.

  • MarComm Manager, EDN and Electronic Business (1980-1982)

• Managed $1.2 million budget and staff of four for all marketing communications and research.
• Developed sales programs, competitive analyses and presentations.
EDN achieved status as the top publication in field during this period.