IDG’S PC World Once Again Tops All Technology and Business Publications in Reach To Both Business and Home Influencers

SAN FRANCISCO, CA – OCTOBER 10, 2003 – The recently-released 2003 Millward Brown IntelliQuest CIMS v10.0 Business and Home Studies confirm that PC World continues to attract the most influencers of any measured computer or business magazine, both at work and at home. In addition, PC World’s reach to the unduplicated, combined universe of business and home influencers grew 17% from last year to 7.1 million, outdistancing its closest competitor by over 550,000.

PC World vs. Technology and Business Magazines

Millward Brown IntelliQuest CIMS v10.0 Business and Home Studies

Unduplicated Combined Business and Home AIA1

(000) PC World Advantage CPM2

PC WORLD 7,108 — $10.31

PC Magazine 6,553 8.5% $12.51

Business Week 5,525 28.7% $18.02

Forbes 4,500 58.0% $18.14

Fortune 4,300 65.3% $18.91

Computer Shopper 3,817 86.2% $5.76

Wired 2,619 171.4% $15.73

Inc. 1,579 350.2% $55.10

Maximum PC 1,378 415.8% $16.40

Fast Company 1,310 442.6% $41.49

Source: 1 Millward Brown IntelliQuest CIMS v10.0 Business and Home Studies

2 Telmar Rate Card File 9/03, 4-color, one page, no bleed

“We’re pleased that for the second consecutive year, PC World has the largest average issue audience of any business or technology magazine measured in this important study,” said Jeff Edman, president and CEO of PC World. “The buyers who comprise the home and business markets have similar informational needs, so hats off to our award-winning editorial team for skillfully crafting a product that has attracted more readership from purchase influencers in both markets. Advertisers today demand more for their dollars and PC World’s extensive reach and attractive pricing make it an unsurpassed media option.”

The Millward Brown IntelliQuest CIMS v10.0 studies examined media usage among purchase influencers in both the business and home markets. Even when considered separately, the studies concluded PC World’s average issue audience is largest among all measured technology and business magazines.

PC World vs. Technology and Business Magazines

Millward Brown IntelliQuest CIMS v10.0 Home and Business Studies

Average Issue Audience – Home

(000) PC World Advantage Average Issue Audience – Business

(000) PC World


PC WORLD 5,316 — 4,269 —

PC Magazine 4,369 21.7% 4,190 1.9%

Business Week 3,124 70.2% 3,789 12.7%

Computer Shopper 2,985 78.1% 2,098 103.5%

Forbes 2,576 106.4% 2,902 47.1%

Fortune 2,476 114.7% 2,860 49.3%

Wired 1,719 209.2% 1,650 158.7%

Maximum PC 1,206 340.8% 775 450.8%

Inc. 1,054 404.4% 1,143 273.5%

Fast Company 810 556.3% 922 363.0%

“The convergence of the PC and consumer electronics is finally becoming a reality and it’s happening in a big way. As more and more traditional computer product vendors introduce new personal technology devices designed for use within and beyond the digital home, PC World’s 21.7% advantage in reach over its nearest competitor in the home market study easily makes it the most logical media choice,” declared Bob Ostrow, publisher of PC World. The 2003 Millward Brown IntelliQuest CIMS v10.0 Business and Home Studies sampled 8,384 respondents involved in purchase decisions for computer products for their business and 4,482 for their home, respectively. The studies represent a projected universe of 49.7 million “business influencers” and 81 million “home influencers.”

PC World Communications, Inc. is the publisher of PC World and ( and is a subsidiary of IDG, the world's leading technology media, research and event company. The winner of the 2002 Folio: Editorial Excellence Award, PC World is the world's most widely-read computer publication with a readership of nearly 6.3 million (MRI, Spring 2003). With an average of 2.1 million unique visitors per month (Nielsen//NetRatings, June – August 2003; U.S. only), 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 (, which comprises more than 330 targeted Web sites in 80 countries. IDG is also a leading producer of 168 computer-related events worldwide, and IDG's research company, IDC, provides global market intelligence and advice through 51 offices in 43 countries worldwide. Company information is available at