Niche titles inspired by MySpace effect

The B2B sector is ripe to explore online social networking phenomena, according to the group editor of a relaunched business title.

Real Finance's Matthew Rock said titles stood to gain by tapping into "communities of common interest" as seen on sites such as MySpace and Bebo. The title, owned by Caspian Publishing, is rebranding itself as Real FD (Financial Director) and clarifying its editorial focus and adding a financial director network section upfront.

Rock said the title needed to "do exactly what it said on the tin" to grab its readers' attention: "Everybody has got saturated by information, from the man in the street to the chair of FTSEquoted companies. Financial directors are besieged from all sides by information masquerading as vital.

"Although [social networking sites] are nothing new, since there are already online forums, in [the B2B sector] there are great opportunities. There's a community of common interest out there — there's no club, no gathering place, but an area of common interest that can be articulated through brands such as Real FD."

In its first overhaul since launching in 2000, Real FD has also been redesigned.

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