IDG’s Computerworld to Grow Circulation

Framingham, MA (6 October 1998) — Computerworld, the World's Technology Newspaper, has announced an aggressive strategy to increase its circulation among the most active technology buyers at the leading technology-rich sites. The company will continue to focus its efforts on selecting subscribers in company sites where technology is being used in innovative ways, such as for electronic commerce, knowledge management, enterprise resource planning and data/voice network convergence.

Over the next three months, Computerworld will selectively offer professional courtesy subscriptions to 30,000 carefully chosen individuals identified through extensive data mining of top IT site databases. These new subscribers will undergo a rigorous qualification process: only those individuals representing the highest company-wide spending authority for information technology systems and services will become publication subscribers. Computerworld intends to establish the highest standards among all enterprise newsweekly publications for qualified, non-paid subscriptions.

The publication’s total projected circulation of 200,000 by January 1999 will include 170,000 paid subscribers. An additional 50,000 qualified subscribers will be added during the first six months of 1999, increasing Computerworld's total qualified circulation to 250,000 by June 1999. By mid-1999, Computerworld will have achieved a 56 percent year-over-year increase in total circulation.

The 31-year old newsweekly, written for IT Leaders in medium- and large-sized businesses, reported 160,984 average paid circulation for the six-month period ending June 1998. Computerworld will remain the only predominately qualified paid enterprise publication.

The newspaper’s page rates will remain at $22,525 per black-and-white junior page throughout 1999. Open rate cost per thousand (CPM), effectively $147 in December 1997, was reduced to $140 in June 1998 as the publication achieved its goal of 160,000 qualified, paid subscribers. The newly announced circulation goals will bring the CPM down to $132 by December 1998, and to as low as $90 by June 1999. By that point, advertisers will have realized an overall efficiency gain of almost 40 percent in just 18 months.


“We know that the most innovative enterprises as a group are spending billions of dollars on information technology. Our continued goal is to document the buying process and buying power of the individuals making the big decisions: Computerworld’s primary circulation,” said Jim Martin, president and CEO of Computerworld, Inc. “As part of this process, and in order to better leverage our Technology Buyer’s Database service, our Information Management Group and Circulation Marketing Group will work together to profile up to 250,000 IT Leaders directly involved in the purchase process for computer-based systems and information services at the most technologically committed business sites."

In addition, the company will roll out several enhancements to its MindShare program as part of this circulation growth over the next few months, according to Scott Kleinman, vice president of the Computerworld Information Management Group.

"There is nothing more exciting than enhancing our already well-established Technology Buyers Database program because our customers tell us that the MindShare evaluations are tremendously useful,"said Kleinman. "Growing Computerworld’s circulation gives us more opportunities to capture extremely useful buying information, which in turn helps enrich the powerful MindShare database. That will provide our customers with even more relevant research data upon which to base their product sales and marketing strategies," concluded Kleinman.


Delivering more than 12 million readers globally each week, Computerworld and its global network of local-language editions in 52 countries represent the world’s largest business technology publishing group.

Founded in 1967, Computerworld/US, the leading weekly newspaper for senior information technology leaders, provides timely news and analysis on all aspects of the computer industry and the effect technology is having on business efficiency and success. Recognized three times by Folio: magazine (1996, 1997, and 1998) and by the Computer Press Association (1988, 1993, and 1994) for editorial excellence, the publication has an average circulation of 160,984 paid subscribers (June 1998 ABC Publisher’s Statement) and an average issue audience of 984,400 IT business influencers (September 1998 IntelliQuest CIMS v. 5.0). Computerworld online is the Web complement of the print edition, with unique content and features located at Computerworld is headquartered at 500 Old Connecticut Path, Framingham, MA 01701, with a large West Coast office at 177 Bovet Road, San Mateo, CA 94402.

Computerworld is a business unit of IDG, the world’s leading IT media, research and exposition company. IDG publishes more than 290 computer magazines and newspapers plus 700 book titles. The corporation also offers online users the largest network of technology specific sites worldwide through (, which comprises more than 225 targeted Web sites in 52 countries. IDG is also a leading producer of 168 computer-related expositions worldwide, and provides IT market analysis through 49 offices in 41 countries worldwide. Company information is available at