Profile #6 in Our Continuing Series on High Tech Journalists
Editor in Chief
Intelligent Enterprise magazine
2800 Campus Drive
San Mateo, CA 94403
-> Circulation as of 6/02:
Approximately 100,000 (controlled circulation). Published 18 times a year (about every 3 weeks).
-> Kestelyn’s background:
Kestelyn graduated UC Berkeley, with a BA in European History because he “liked the subject and wasn’t really thinking about a career.”
After spending some time in law school, Kestelyn’s “first real job out of college” was as an Editorial Assistant at Computer Language magazine (now Software Development magazine). He says it was a good start for him because the publishing company (Miller Freeman) was less concerned about a formal background, “it was more about how well you did the job.”
Next Kestelyn moved up to an Assistant Editor position at AI Expert agazine (now defunct) and then a Managing Editor job for Database Programming and Design, “but only for a few months.”
Then he left publishers Miller Freeman to work as a freelance writer and editor of ad copy, specializing in information and medical technology, until one day in 1996 when he got a call from a former AI Expert columnist, now Publisher of CMP's Database Programming and Design magazine, who needed an Executive Editor pronto.
Kestelyn happily accepted. A year later he was promoted to Editor In Chief. After merging with another CMP-owned magazine called DBMS (stands for Database Management Systems), the publication soon changed its name to Intelligent Enterprise. Kestelyn has been its Editor in Chief for over four years.
-> Current editorial coverage:
Intelligent Enterprise is aimed at IT-focused executives who plan, deploy and manage strategic business applications. These are CIOs, CTOs, VPs of development, line of business managers, and IT managers.
Unlike most publications that are heavily or somewhat heavily staff written, nearly 85 percent of Intelligent Enterprise’s content is contributor written. Kestelyn says these writers are “consultants, academics and other such people who are doing the work.” He feels that this tends to lend a high level of credibility to the content.
With the exception of news stories, there is not a huge amount of flexibility to the magazine’s content. Every fall Kestelyn and some staff plan out the following year’s editorial calendar, which he says is “much more detailed than others you will see.”
A cover or feature story can be an analysis of a new product category or a piece about strategic business apps that recently emerged. Business process management software is a new category for the publication and Kestelyn likes to explore the topic often. The magazine will also feature Q&As with an IT executive from “a company doing something innovative or interesting.”
As for news, Intelligent Enterprise tends not to cover incredibly time-sensitive issues. Instead the editors will take relevant news and “write something more analytical.”
For example, Kestelyn recently wrote a piece about the SEC proposing new corporate disclosure guidelines that narrow the window in which companies can report financial disclosure. The story itself focuses on whether these requirements will drive demand for business management software.
-> What Kestelyn looks for in a story pitch:
Do not pitch anything that does not fit closely to Kestelyn's editorial plans. The easiest way to tell: Scan the editorial calendar at: http://www.intelligententerprise.com/advertise.shtml
Kestelyn reviews submissions on case-by-case basis. If you are a vendor or represent one, be prepared to explain why your story is an opportunity that should not be passed up.
Since only 15% of the content is staff-written, Kestelyn expects contributors to supply a certain degree of information.
If you do pitch Kestelyn definitely use email. Prior to pitching, review these notes for PR people on the website: http://www.intelligententerprise.com/about.shtml#PR
Kestelyn and his staff work on stories up to four months in advance. In this case, the editorial calendar is your best friend. As for news, try to get it to Kestelyn about a month before the next issue. Obviously, sooner is better.
-> Submitting pre-written contributions:
Kestelyn particularly wants to know who you are and what your background is. There is “a hierarchy of what is most desirable.” For example, an IT executive is not necessarily the best person to write an analysis of a product category. This job would go to n analyst. However, if an article involves the description of a technical strategy, an IT executive may be more appropriate.
Kestelyn requires that the story is original and never published or distributed in any form. “Some people will claim it hasn’t but then I’ll find out it was a white paper or on the Web somewhere,” he says.
Also, be prepared to have changes made.
-> Becoming a regular columnist:
According to Kestelyn “This year, editorial pages are harder to come by, so there is no great need for anyone new.” Right now he rotates in about five or six per issue.
-> Where you can meet Kestelyn:
Send a short concise email about who you are and why you want to meet Kestelyn and he will consider it. He does not travel very often but may make it out to partner shows like those put on by Oracle, SAP, and PeopleSoft. Mostly he sends people out to trade shows.
-> What does Kestelyn prefer to see in a press kit:
Frankly, he hates them. In fact, he hates paper so do not waste it on him.
--> What Kestelyn looks for in an online pressroom:
Kestelyn likes to see the following basics: A good company backgrounder, annual reports, management backgrounders, a complete listing of current and previous press releases, white papers and analyst reports, and any news coverage from other sources.
-> Kestelyn’s favorite business publications:
WSJ.com, Businessweek.com, CNET, Informationweek.com, Infoworld, New York Times business section (online), Fortune.com, and Government Computer News (online).