IDG’s PC World Extends Its Lead As The Largest Publication For Technology and Business

SAN FRANCISCO, CA – NOVEMBER 20, 2001 – Continuing its strong readership growth, PC World remains the country's best-read technology or business publication, according to the just-released Fall 2001 MRI (Mediamark Research, Inc.) Survey of American Consumers. Reaching a record high of nearly 6.9 million readers, PC World posted an increase of 192,000 over Fall 2000 MRI, extending its lead over rival PC Magazine to 9%.

 

In corporations, technology purchases are a collaboration between managers and MIS, and marketers need to reach both groups to influence the buying process. Among measured technology and business titles, MRI shows PC World reaches the greatest number of managers and MIS professionals, outperforming its nearest competitor by 201,000 and 111,000 readers, respectively.

Average Issue Audience

(000) PC World Advantage

(000) Managers

(000) PC World Advantage

(000) MIS Professionals

(000) PC World Advantage

(000)

PC WORLD 6,890 — 2,810 — 641 —

PC Magazine 6,323 567 2,609 201 530 111

Yahoo! Internet Life 5,009 1,881 1,939 871 230 411

Business Week 4,519 2,371 2,258 552 190 451

Forbes 4,220 2,670 2,075 735 157 484

Fortune 4,155 2,735 2,057 753 157 484

Wall Street Journal 3,913 2,977 2,082 728 184 457

Computer Shopper 3,352 3,538 1,418 1,392 334 307

"PC World's award-winning, product-focused editorial is carefully researched to meet the needs of its target: tech-savvy managers with the buying authority to purchase technology for their organizations," said Jeff Edman, president and CEO of PC World. "The publication's trusted technology advice attracts quality readership, which is reflected in these MRI results. With its targeted reach to a substantial audience of technology buyers, PC World offers high-tech marketers a superior editorial environment in which to advertise their products and services."

In addition to broad reach, PC World attracts the market's most important purchase decision-makers. As Fall 2001 MRI shows, readers of PC World are three times more likely than the U.S. adult population to buy technology products for their companies. From PC products to networking gear to mainframes, among measured technology and business titles, PC World is the magazine of choice by the most business buyers.

And PC World readers purchase online, as well. According to the MRI data, more than 94%-or 6.5 million-of PC World readers used the Internet in the past 30 days, and PC World reaches the most online business buyers of any measured technology or business publication. In fact, among the 30.4 million U.S. adults who made any purchase via the Web in the past month, one out of 11 reads PC World.

The Fall 2001 MRI study follows the Millward Brown IntelliQuest CIMS v8.0 Business and Home Studies, which also reported PC World delivers more technology influencers at home and at work than any other technology or business magazine. "By any measure, PC World is the most effective print media vehicle for marketers to communicate with the industry's best prospects," concluded Edman.

PC World Communications, Inc. is the publisher of PC World and PCWorld.com (http://www.pcworld.com) and is a subsidiary of IDG, the world's leading IT media, research and exposition company. The winner of the 1999 and 2000 Grand Neal Award for editorial excellence, PC World is the world's largest computer publication with a readership of nearly 6.9 million (Fall 2001 MRI). With an average of 1.25 million unique visitors per month (Media Metrix, October 2000 – September 2001), PCWorld.com is a leading online resource for PC-product buyers and users. IDG publishes more than 300 magazines and newspapers and offers online users the largest network of technology-specific sites around the world through IDG.net (http://www.idg.net), which comprises more than 300 targeted Web sites in 70 countries. IDG is also a leading producer of 168 computer-related expositions worldwide, and provides IT market analysis through 51 offices in 43 countries worldwide. Company information is available at http://www.idg.com.

 

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