IDG’S PC World Tops Major Competitors in Paid Circulation Latest ABC Publisher’s Statements Confirm PC World’s Number One Position in Technology Publishing
SAN FRANCISCO – September 9, 2004 – Additional data released last week by the Audit Bureau of Circulations (ABC) shows PC World, the most widely-read technology or business magazine, leads its nearest competitor by 186,989 copies in average total paid circulation.
PC World vs. Selected Technology Publications, July – December 2003
Single Copy Sales Price Single Copy Sales Paid Subscriptions Total Paid Circulation Variance to Rate Base
PC World $6.99 112,998 990,701 1,103,699 3,699
PC Magazine $5.99 41,122 875,588 916,710 (308,290)
Computer Shopper $4.99 66,060 435,123 501,183 1,183
Source: ABC Publisher's Statements for the six months ended December 31, 2003.
*Analysis by PC World
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 analyzed, non-paid circulation where a reader receives issues for free. Despite a higher cover price, PC World outsold PC Magazine by over 71,000 and Computer Shopper by over 46,000 in single copy sales for the last half of 2003, demonstrating that readers are willing to pay a premium for PC World's award-winning editorial. And its paid subscription level is unmatched.
"Based on the December 2003 ABC Publisher's Statements, PC World surpassed PC Magazine's total paid circulation by nearly 187,000 copies, or 20%, and Computer Shopper's by over 600,000 copies, or 120%," said Bob Ostrow, Publisher of PC World. "Our dominant position in both newsstand sales and paid subscriptions reflects the popularity of our publication among readers."
According to Shawne Burke Pecar, Vice President of Consumer Marketing for PC World, press information released by Ziff Davis, publisher of PC Magazine, indicates Synapse is a major source of analyzed, non-paid circulation for PC Magazine. Pecar added: "After a review of the magazine's 2003 Audit Report, multiple sources of analyzed, non-paid circulation were identified including transferred subscriptions from discontinued publications and market coverage copies. We're pleased to assure our advertisers that no Synapse Freebizmag.com-generated subscriptions are on our subscription file nor are there transfers from defunct publications."
PC World President & CEO Jeff Edman 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 and, while it's disturbing to see a competitor missing its paid circulation rate base by such a wide margin, we're proud that PC World has provided full value to its advertisers."
About PC World
PC World Communications, Inc., a subsidiary of IDG, is the publisher of PC World, Digital World, PCWorld.com ( http://www.pcworld.com/) 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 nearly 4 million average unique visitors per month (HitBox, August 2004), PCWorld.com, winner of the 2004 Neal Award for Best Web Site, is a leading online resource for technology product buyers and users.
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(R), Macworld Conference & Expo(R), DEMO(R), and IDC Directions. IDC provides global market research and advice through offices in 50 countries. Company information is available at http://www.idg.com/.