One thing you gotta give the folks at the AICPA -- maybe, just maybe they're learning how to market their stuff.

CPAs and the press have been tossing out not-subtle hints to the Institute for years. It's no good to build a better mousetrap if you keep it locked in mothballs in the attic. Vision they've got -- marketing they've not.

So it was a pleasant surprise to be handed the institute's new catalog of products. Shocking orange background, bold blue modern-arty "2002" block letters taking up much of the cover. And an easy-to-read contents page right there on the cover, front and center.

The new portal is also a great improvement over the original. Remember those early days when signing up for the site meant you had to slog through at least three screens and then you still might not make it through? Signup is a much easier affair these days, and the portal is finally starting to look like, well, a professional portal.

Whether its offerings and new business solutions sell-through products actually realize the potential ascribed to them by the folks at CPA2Biz remains to be seen, but the redesigned, cleaner site is certainly a step in the right direction.

Register or login for access to this item and much more

All Accounting Today content is archived after seven days.

Community members receive:
  • All recent and archived articles
  • Conference offers and updates
  • A full menu of enewsletter options
  • Web seminars, white papers, ebooks

Don't have an account? Register for Free Unlimited Access