Network World White Paper Provides Guidelines for More Effective Advertising

SOUTHBOROUGH, MA – AUGUST 12, 2002 – Network World, the leading media company for network news and knowledge, today released a new white paper titled "Creating Advertising with Stopping Power for the Network IT Executive." The white paper summarizes the results of quantitative and qualitative research that provides a comprehensive look at advertising preferences of Network IT Executives. Research results show that Network IT Executives regularly notice and read advertisements and have strong preferences about the types of information they want to see in an advertisement. The results also indicate there are specific characteristics that can be used to draw the attention of Network IT Executives and motivate them to read an ad more frequently.


"Our clients are always seeking better ways to connect with their customers," stated Evilee Thibeault, CEO and publisher of Network World. "Our research will help them better understand what appeals to Network IT Executives and to develop the most effective advertising to reach this key audience of network strategists, builders and buyers."

The quantitative data included in the white paper is based on Harvey Research Company's analysis of 871 print ads that appeared in Network World issues between October 1996 and March 2001. Harvey provided two basic measurements of effectiveness: recall seeing and recall reading. Each ad in the database was then individually evaluated for unique characteristics by a team of coding evaluators. This information was compared to the Harvey scores to determine top scoring ad characteristics. Qualitative data was gathered through a focus group conducted with a group of Network IT Executives who met stringent criteria, including involvement in the purchase of network products and services and budgets of at least $1M.

As an example, the results indicate that Network IT Executives prefer a moderate amount of copy and favor formats such as charts and bullet points in an ad. Conversely, the study shows that many have a negative reaction to advertising that relies on a fear/negative messaging strategy. A compelling result of the study was the indication that Network IT Executives want exposure to both product and branding (vendor) ads and have specific opinions about the type of information that should appear in each.

To request a complete copy of the white paper, contact TerryAnn Croci, Director of Marketing, at or 508-490-6420.

About Network World

Network World, Inc., the Leader in Network Knowledge, empowers Network IT Executives through education, information and community. Network World is the leading provider of news, analysis, reviews, events and education on information technology. Network World publishes the leading newsweekly, Network World, hosts the most active online community, Network World Fusion (, and produces educational seminars and events worldwide.

About International Data Group

Network World, Inc. is a division of IDG, the world's leading technology media, research and event company. 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