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Eigen Bedrijf
Magazine for entrepreneurs
Advice
For the past 30 years the Dutch Chamber of Commerce (Kamer van Koophandel – KvK) has sent a newspaper called Kamerkrant to all its member companies. In 2010 the organisation realigned itself in the market and rethought its policy. Unfortunately, Kamerkrant was a poor fit with its new market position and, above all, a readers’ survey showed that entrepreneurs would prefer a magazine. On being invited to participate in a pitch, Hemels Customer Media developed a magazine format that closely corresponded with what readers wanted, with practical articles and segmented to 12 regions. The first issue of Eigen Bedrijf was published in February 2010.
Creation
Eigen Bedrijf has three editorial cornerstones: entrepreneurship, the entrepreneur’s environment and the products and services of the KvK. Because the interests of small businesses were seen as key they are extensively featured in the magazine, in both words and images. For example, a local entrepreneur is to be seen on every one of the 12 regional covers. Furthermore, tips and experiences are exchanged between entrepreneurs, who permit colleagues a peek behind-the-scenes at their own businesses. External advisors and experts share their vision on issues that confront entrepreneurs. All these aspects then allow the KvK to respond by offering relevant products and services. The magazine format lets the KvK maximize the impact of its brand values: close at hand, independent, entrepreneurial and personal.
Direction
The magazine is produced in very close collaboration with the KvK. Topics featured in the national pages are decided after consultation with the national and regional editorial boards of the KvK during a national editorial board meeting. Moreover, Hemels Customer Media is in constant touch with regional editorial people on what is to be carried in the regional pages. Topics in the magazine correspond with national themes adopted by the KvK. In consultation with the national editorial board, original approaches are conceived per article and the most suitable entrepreneurs linked to them.