TECHNOLOGY : State of the Art’s Latest ‘Innovations’: Educational Magazine

State of the Art Inc., the Irvine company that makes accounting software for business and personal computers, has launched a new magazine to help inform its customers and salespeople.

David Samuels, president of State of the Art, said the company spent $500,000 developing the debut issue of Innovations, which will be sent to 125,000 certified public accountants, software developers and accounting software salespeople.

“We’ve found that many (salespeople) specializing in accounting software sales and consulting require additional assistance to reach this strategic target market” of CPAs, Samuels said.

Topics in the magazine include strategies for advertising, marketing communications and direct mail. The project was a year in the making and is part of the company’s effort to expand its brand-name recognition. The company plans to hire additional staff for the magazine.

Geri Schanz, spokeswoman for the company, also said it has launched an upgraded version of its accounting software for Apple Macintosh computers, dubbed Mac P&L.;