IDG’s PCWorld Reaches the Most Senior Business Decision-Makers of Any Measured Technology Magazine

SAN FRANCISCO, CA – JANUARY 18, 2001 – For an unprecedented seventh straight time, PC World dominated all measured technology publications in total reach to senior executives in the 2000-2001 Purchase Influence in American Business (PIAB) Study. Released last week by research firm Erdos & Morgan, the biannual study is valued in the advertising industry for measuring senior managers’ media preferences, as well as their buying authority for more than 45 business-related products and services.


The results show that PC World reaches the most senior executives of any measured technology publication and over 10% more than its nearest competitor. Further, PC World delivered the most senior executives who are personally involved in computer- and Internet-related purchases for their companies.


PC World vs. Selected Technology Publications

2000 – 2001 PIAB Study

Average Issue Audience PC Product* Purchase Involvement Internet/Intranet** Purchase Involvement

Total Audience 3,400,640 1,601,039 873,799

PC WORLD 228,904 109,235 69,627

PC Magazine 207,458 103,202 57,382

Fast Company 104,172 46,262 23,018

eWeek 92,531 38,342 27,019

Information Week 83,607 43,278 30,961

Wired 59,791 32,813 20,898

Business 2.0 43,657 19,123 10,945

* Includes desktop/notebook hardware and software

** Includes Internet/Intranet/Extranet servers/hardware or software or content/maintenance

Consistent with its mission to meet the needs of tech-savvy managers who have buying power within their organizations, PC World has won this important study in every release since its inception, commented Bob Ostrow, publisher of PC World. These findings demonstrate once again that PC World offers advertisers the best of both worlds: broad reach to build brand awareness, and an active group of corporate purchasers to increase sales.

In addition to reaching the most top-tier business decision-makers, PC World continues to attract the greatest number of individuals who work in Fortune 500 companies. PC World is also the technology publication of choice for executives at corporations that generate revenues of more than $100 million—increasing its influence to this segment by 20% since the previous study.


PC World vs. Selected Technology Publications

2000 – 2001 PIAB Study

Top Management* Companies with $100+

Million in Sales Fortune 500


Total Audience 1,824,820 713,932 239,225

PC WORLD 124,366 50,772 16,900

PC Magazine 113,809 38,803 13,564

Fast Company 52,124 30,422 10,327

eWeek 49,850 24,149 6,043

Information Week 44,008 20,768 8,121

Wired 25,908 11,893 3,322

Business 2.0 21,106 14,420 6,054

* Chairman, President, CXO, Owner/Partner

The 2000-2001 Purchase Influence in American Business study is the seventh in a biennial series inaugurated in 1988. The study provides marketers with a measure of the media exposure and purchasing power concentrated in the hands of the most senior executives from companies with more than $1 million in revenues. Names were selected from the Dun & Bradstreet database of American businesses. 13,796 surveys were mailed out resulting in 6,878 completed surveys for an overall response rate of 50%, representing a projected universe of 3.4 million. All major industries were represented in the sample.

PC World Communications, Inc. is the publisher of PC World and ( 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 circulation rate base of 1.25 million. With an average of more than 1.3 million unique visitors per month (Media Metrix, Jan.-Dec. 2000), is a leading online resource for PC-product buyers and users. IDG publishes more than 300 computer magazines and newspapers and 4,000 book titles in 80 countries and offers online users the largest network of technology-specific sites around the world through (, which comprises more than 270 targeted Web sites in 70 countries. IDG is also a leading producer of 168 computer-related expositions in 35 countries, and research arm International Data Corporation (IDC) provides computer industry research and analysis through 50 offices in 43 countries worldwide. Company information is available at

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