IDG’s PC World Announces the Largest Rate Base of Any Computer Publication

(San Francisco, CA; October 5, 1998) — Building on its sustained circulation, advertising, and editorial successes, PC World announced today it will increase its circulation rate base to 1.2 million, effective with the January 1999 issue–thereby establishing PC World as the largest computer publication in the world. Reflecting the growth in the buyer universe, PC World will boost its rate base 6.7%, up from the current 1,125,000. Concurrent with the announcement, ad rates will increase a modest 8.8%.

Surging past the competition, PC World now commands the rate base leadership position among all personal computer publications. Just released, the IntelliQuest CIMS v5.0 Study reported the combined universe of business and home influencers increased by 6% in the last year. The study also reported PC World's reach to this combined universe increased by 14%, far outpacing the market's overall growth. And at 17%, its expansion in the business influencer segment was even greater. In fact, PC World added 416,000 business influencers to its readership–more than any of the 85 other magazines measured in the v4.0 and v5.0 business studies.

"Without a doubt, the buyer universe is growing," stated Richard J. Marino, president and CEO of PC World Communications, Inc. "And it's only logical that the publication that serves these buyers best will grow along with it. Not only is PC World the largest computer publication in the United States–it's also published more than 60 countries, making it the largest computer magazine brand around the globe. As a result of our investment in the publication, commitment to excellence, and continued momentum, PC World offers more value to advertisers–access to more buyers and more quality circulation, at a competitive rate." Notably, this fall, Ziff-Davis' PC Magazine chose not to increase its rate base, while raising ad rates.

In addition to its syndicated research victories, PC World's strong circulation performance continues. According to the most recent ABC Publisher's Statements for the six months ending June 30, 1998, PC World delivered a substantial bonus over rate base of 23,816, grew paid circulation 24,227 over the previous six months, and sold more copies per issue on the newsstand than its closest competitors–even though it carries the highest cover price of $5.99. Over the past five years, PC World's total average paid circulation has grown by a phenomenal 24%.

The fact that PC World now has the highest rate base of any computer magazine is entirely predictable and is consistent with its circulation growth. "Interestingly, PC World's rapid gains are coming from exactly the buyers it has always targeted. CIMS v5.0 shows PC World's average issue audience of professional/managerial business influencers jumped 22%–which surpassed its growth to business influencers in general," continued Jeff Edman, publisher. "Furthermore, the expanding buyer universe has made reach even more essential as a marketing goal. Now, PC World can do an even better job delivering the large audience of buyers that PC-product marketers demand. Simply put, PC World is a better magazine–better editorial, better circulation, and, ultimately, a better environment for advertisers."

The winner of more awards than any other computer publication, PC World earned a record 26 editorial accolades in 1998 alone–including a prestigious Jesse H. Neal Award for "Best Subject-Related Series," a Computer Press Award for "Best How-to Article," and a Maggie Award for "Best Online Publication."

"IDG is extremely proud of PC World, and we congratulate them on this landmark achievement," remarked Kelly Conlin, president of International Data Group. "PC World has long been an IDG flagship publication–and this latest move only reinforces its leadership position."

To support the announcement, PC World will launch a print advertising campaign, breaking in trade publications the week of October 5th. Spotlighting the quality of the magazine, the ads carry the headline: "It takes more than a 1.2 million rate base to become the new leader. It takes a better magazine." The same week, PC World will host celebrations in both San Francisco and New York.

PC World is the world's largest computer publication with a circulation rate base of 1.2 million (effective with the January 1999 issue). PC World and PC World Online ( are published by PC World Communications, Inc., a subsidiary of IDG, the world's leading IT media, research and exposition company. IDG publishes more than 290 computer magazines and newspapers and 500 book titles and offers online users the largest network of technology-specific sites around the world through (, which comprises more than 225 targeted Web sites in 55 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