Computerworld Redefines Audience Leadership Position Within Medium to Large Enterprises
FRAMINGHAM, MA — MAY 16, 2001 — IDG’s Computerworld, an information services company for the IT leader community, today announced that it will continue to increase its audience concentration within medium to large enterprises. This targeted circulation strategy is designed to enhance the publication’s overall print and online audience as well as provide concentrated opportunities for IT advertisers. Computerworld’s print circulation now has the highest concentration among medium to large enterprises of any IT weekly, giving advertisers focused visibility within larger organizations that offer significant IT budgets and increased personal spending authority.
Effective with the May 28, 2001 issue, Computerworld’s total circulation within organizations with 100 or more employees will increase to 86 percent of its overall circulation, or 90 percent of the publication’s controlled circulation, according to circulation department projections. Computerworld’s uniquely high concentration within medium to large organizations runs in sharp contrast to the circulation strategies of other IT weeklies which have dramatically increased their circulation in recent years among organizations with less than 100 employees.
"Since the largest two percent of U.S. companies buy over 70 percent of non-consumer information technology, we have long held that Computerworld should focus on an audience within medium to large enterprises — the place where the vast majority of IT spending occurs," said Alan Guibord, president, CEO and publisher of Computerworld. "As a result we’ve been able to increase the amount of our readers’ average personal IT spending authority to $29.1 million, providing advertisers with a targeted buying audience and one of the highest measures of personal IT spending authority in the business."
With this model, Computerworld has simultaneously increased the concentration of medium to large enterprises within its online audience. According to Millward Brown’s Visitor Profile of Computerworld.com, organizations with 100 or more employees represent 79 percent of Computerworld Web site visitors, have personal IT spending authority of $2.9 million, and work in companies with average IT budgets of $52 million.
"With 630,000 unique visitors per month and 7.1 online page views per month, Computerworld already publishes one of the largest enterprise IT sites," Guibord added. "Our efforts to enhance print and online audiences among medium to large organizations will continue to provide our advertisers and sponsors with the ability to target the ‘sweet spot’ in IT spending."
Compared to the offerings of other IT weeklies, Computerworld presents one of the most competitive CPMs (cost per thousand of subscribers reached) in the industry, with a full-page, black-and-white rate of $24,260, resulting in a print CPM of $97.04. Computerworld’s unique print and online model allow advertisers to purchase combination print-and-online advertising packages.
Based in Framingham, Mass., Computerworld, Inc. is a complete information services company for the IT Leader community, providing print and online publications, books, conferences and research services. The company’s flagship weekly newspaper for IT Leaders has been recognized numerous times by Folio: Magazine and the Computer Press Association as the best computer newspaper. With a circulation of 250,000, Computerworld has a total audience of 935,200, according to IntelliQuest CIMS v.7.0. News and resources for the IT Leader community are available at www.computerworld.com.
Computerworld is a business unit of IDG, the world’s leading IT media, research and exposition company. IDG publishes more than 300 magazines and newspapers and 4,000 book titles and offers online users the largest network of technology-specific sites around the world through IDG.net (www.idg.net), which comprises more than 270 targeted Web sites in 70 countries.
IDG is also a leading producer of 168 computer-related expositions worldwide, and provides IT market analysis through 50 offices in 43 countries worldwide. Company information is available at www.idg.com.