SAN FRANCISCO, CA – September X8, 2004 – Data released last week by the Audit Bureau of Circulations (ABC) shows PC World, the most widely-read technology or business magazine, tops its nearest competitor by almost 150,000 copies in average total paid circulation.


Single Copy Sales Price Single Copy Sales Paid Subscriptions Total Paid

PC WORLD $6.99 107,266 902,391 1,009,657

PC Magazine $5.99 37,389 822,498 859,887

Computer Shopper $4.99 54,967 365,024 419,991

Source: ABC Fas-Fax Report (PC World) and Supplement to ABC Fas-Fax Report (PC Magazine and Computer Shopper) for period ended June 30, 2004.

Additionally, the December 2003 ABC Publisher’s Statements show PC World’s dominance in paid circulation extended back to the second half of last year. While PC World delivered a rate base bonus of 3,699 copies during this time period, PC Magazine’s 916,710 total paid circulation was well under its stated paid rate base of 1.225 million.


Single Copy Sales Price Single Copy Sales Paid Subscriptions Total Paid

PC WORLD $6.99 112,998 990,701 1,103,699

PC Magazine $5.99 41,122 875,588 916,710

Computer Shopper $4.99 66,060 435,123 501,183

Source: ABC Publisher’s Statements for the six months ended December 31, 2003.

“It’s disturbing that the ABC Audit Report for 2003 shows PC Magazine missing its paid advertising rate base/circulation guarantee by 21%,” stated Jeff Edman, President & CEO of PC World. “This put PC World at a disadvantage in our advertising sales efforts as our closest competitor guaranteed far more paid circulation than it delivered. Despite this, we are proud that our advertisers received full value for their 2003 investment in PC World. Based on our December 2003 ABC Publisher’s Statements, we surpassed PC Magazine’s total paid circulation by nearly 187,000 copies and Computer Shopper’s by over 600,000 copies.”

PC World Publisher Bob Ostrow noted: “Advertisers make media decisions based on value and the most basic media yardstick in determining this is net paid circulation. The gold standard of measuring that is ABC. In spite of PC Magazine’s paid rate base miss, our internal analysis shows we were still able to gain advertising page market share against them in 2003.”

Paid circulation is the truest indicator of a magazine’s strength because paid subscriptions and newsstand sales show that readers are proactively spending their money for a specific publication, as opposed to qualified, non-paid circulation where a reader receives issues by default or for free.

“Press information released by Ziff Davis indicates Synapse to be a major source of qualified non-paid circulation for PC Magazine,” added Shawne Burke Pecar, Vice President of Consumer Marketing for PC World. “After a review of their 2003 Audit Report, we see, in fact, there were multiple sources of analyzed, non-paid circulation such as transferred subscriptions from discontinued publications and market coverage copies. We’re proud to assure our advertisers that no Synapse subscriptions are on our subscription file nor have there been transfers from defunct publications.”

In addition, PC World continues to dominate the competition on the newsstand. Despite a higher cover price, PC World outsold PC Magazine by almost 70,000 and Computer Shopper by over 52,000 in single copy sales for the first half of 2004, showing that readers are willing to pay a premium for PC World’s award-winning editorial.

About PC World

PC World Communications, Inc., a subsidiary of IDG, is the publisher of PC World and ( and home of the PC World Test Center. The winner of the 2003 Eddie Award for Editorial Excellence, PC World is the most widely-read technology or business publication with a readership of 7.1 million (IntelliQuest CIMS v10.0: unduplicated, combined Business & Home Average Issue Audience). With over 4 million average unique visitors per month (HitBox, July 2004),, winner of the 2004 Neal Award for Best Web Site, is a leading online resource for technology product buyers and users.

About IDG

International Data Group (IDG) is the world's leading technology media, research, and event company. A privately-held company, IDG publishes more than 300 magazines and newspapers including Bio-IT World, CIO, CSO, Computerworld, GamePro, InfoWorld, Network World, and PC World. The company features the largest network of technology-specific Web sites with more than 400 around the world. IDG is also a leading producer of more than 170 computer-related events worldwide including LinuxWorld Conference & Expo®, Macworld Conference & Expo®, DEMO®, and IDC Directions. IDC provides global market research and advice through offices in 50 countries. Company information is available at