IDG’s PC World Continues As The Most Widely-Read Tehnology or Business Publication

SAN FRANCISCO, CA – MAY 22, 2002 – For the third consecutive time, PC World outperformed all measured competitive technology and business publications in overall readership, according to the just-released Spring 2002 MRI (Mediamark Research, Inc.) Survey of American Consumers. Also, Spring 2002 MRI shows PC World continues to reach the most managers and the most MIS professionals of any measured competitive title.

 

While the study reported technology magazines as a whole dropped more than 6% year-to-year, PC World fought that trend and expanded its audience by 109,000-increasing its advantage over PC Magazine to 14%. In fact, PC Magazine lost 678,000 readers since the Spring 2001 study, and reported its lowest average issue audience in seven years.

Spring 2002 MRI

PC World vs. Competitive Technology and Business Titles

Average Issue Audience

(000) PC World Advantage

(000) Managers

(000) PC World Advantage

(000) MIS Professionals

(000) PC World Advantage

(000)

PC WORLD 6,729 — 2,576 — 514 —

PC Magazine 5,886 843 2,537 39 474 40

Yahoo! Internet Life 4,617 2,112 1,674 902 282 232

Forbes 4,453 2,276 2,198 378 128 386

Business Week 4,216 2,513 2,039 537 139 375

Fortune 4,048 2,681 1,947 629 160 354

Wall Street Journal 3,842 2,887 2,019 557 124 390

Computer Shopper 3,237 3,492 1,299 1,277 319 195

“While other publications struggle to find an editorial position, PC World’s strong showing in MRI proves that we’ve got it right,” commented Jeff Edman, president and CEO of PC World Communications, Inc. “Furthermore, in the past two months alone, PC World has won a Neal Award and six Maggies—including Best Publication in its class—more than all competitive publications combined. Our continuing investment in quality editorial is paying off by attracting tech-savvy managers for our advertisers.”

But job titles are only part of the picture. “For high-tech marketers, reach to key buying groups like managers and MIS professionals is important,” continued Edman. “But it’s even more important to reach those who actually buy. And, with the Internet emerging as a primary source of distribution, reaching those who buy via the Web is vital.” Not only does PC World attract 265,000 more business technology buyers than PC Magazine, it delivers nearly double the number of the Wall Street Journal.


Spring 2002 MRI

PC World vs. Competitive Technology and Business Titles

Bought Computer Products For Business

(000) PC World Advantage

(000) Involved in $100K+

Business

Purchases

(000) PC World Advantage

(000) Any Internet/

Online Purchase in Past 30 Days

(000) PC World Advantage

(000)

PC WORLD 1,824 — 769 — 2,919 —

PC Magazine 1,559 265 686 83 2,643 276

Forbes 1,086 738 674 95 1,535 1,384

Fortune 1,046 778 554 215 1,497 1,422

Business Week 921 903 550 219 1,591 1,328

Computer Shopper 919 905 355 414 1,370 1,529

Wall Street Journal 955 869 591 178 1,588 1,331

Yahoo! Internet Life 773 1,051 261 508 1,802 1,117

In addition, among its competitive set, PC World has the highest composition of active Internet users, with 95%—or nearly 6.4 million—readers going online every month.