CalCPA Launches News Magazine

Posted on July 5, 2000

The California Society of Certified Public Accountants (CalCPA) has published the premiere issue of California CPA, a full-color news magazine that combines professional, business and news content for CalCPA's 30,000 members and other subscribers. California CPA replaces two CalCPA publications -- Monthly Statement, a monthly member newsletter; and Outlook, a quarterly professional magazine -- and combines them into a hybrid editorial product that will be published monthly, except for two bimonthly issues during the busy tax season from January through April.

California CPA's content will focus on issues impacting the CPA profession in California. It also will reflect the diversity of business issues that CPAs influence and must grapple with in the workplace, according to Pamela Hunter, CPA and chair of the CalCPA Communications Advisory Committee, which consulted on the magazine project.

``CPAs as a group are well-versed in an array of business disciplines,'' Hunter said. ``They are consultants, systems specialists, lawyers, financial planners, estate planners, investment advisers and sometimes they even do taxes and audits. That multi-faceted skill set involves them in a wide range of business issues and that's a big reason we think this publication is a valuable read not only for CPAs but also for business professionals across the board.''

The launch of California CPA caps nearly a year of planning by CalCPA members and professional staff, who recognized and responded to the changing landscape of how professional knowledge is imparted in today's fast-paced world of business communications.

``Due to the volume of communications flooding the market, brevity has become a watchword in journalism,'' said CalCPA Managing Editor, Clar Rosso. ``The articles in California CPA will be significantly shorter than in our previous journal, Outlook, but will still include the meat of each story. Because we're publishing more frequently, we have more flexibility and can revisit issues or keep news stories rolling month-to-month while at the same time packaging information in ways that help readers easily digest the content of each issue.''

To keep the content on pace with change, a 15-member editorial advisory board consisting of CalCPA members from private industry, consulting, academe and public practice will guide the editorial staff. The group will provide the ``intellectual input that is crucial to keeping this publication at the leading edge of business and financial change,'' Rosso said.