IntelliQuest CIMs v4.0 Reveals PC World Excels In Reach To High-Volume PC Buyers

San Francisco, CA; November 3, 1997 — The recent IntelliQuest CIMS v4.0 Business Influencer Study reveals that PC World readers who plan to buy PCs for business will buy, on average, 66% more units per buyer than PC Magazine and 78% more than PC Computing.

"This is great news for our advertisers," stated Richard J. Marino, president and CEO of PC World Communications, Inc. "They are the ultimate beneficiaries of PC World’s sophisticated buying audience, which not only buys products, but buys them in large quantities. This study reinforces PC World’s position as a profitable environment for companies looking to maximize the impact of their advertising dollars."

PC World vs. Selected Computer Publications

IntelliQuest CIMS v4.0, Business Influencer Study (1997)

Number Influencers Average Number PC World

Planning to Buy PCs* Plan to Buy Advantage

Total Business Influencers 11,466,700 96

PC WORLD 1,435,800 198

PC Magazine 1,952,300 119 66%

PC Computing 1,074,900 111 78%

Computer Shopper 1,218,500 170 16%

Windows Magazine 1,099,300 129 53%

*PCs include desktops, workstations, and any portables.

"High-tech marketers know that it’s not enough to reach a large number of buyers. It’s critical to reach the business influencers who also account for significant volume," confirmed

Jeff Edman, publisher of PC World. "This study is a further indication that our award-winning editorial attracts a powerful buying audience with its Top 100, special reports, and features targeted to PC-proficient managers."

The IntelliQuest study follows the Audit Bureau of Circulations Fas-Fax Report for the first half of 1997, which reported that among measured personal computer publications, PC World delivered the largest increase in net paid circulation units, the highest bonus over rate base, and the strongest newsstand growth. Finally, the Fall 1997 Mediamark Research Inc. (MRI) Survey of American Consumers confirmed PC World demonstrated the strongest overall growth (vs. Spring 97) among all major computer publications.

PC World is the world’s largest monthly computer publication with a circulation rate base of 1,125,000 (effective with the January 1998 issue). PC World, PC World Online ( and THE WEB Magazine are published by PC World Communications, Inc., a subsidiary of International Data Group (IDG). Headquartered in Boston, IDG is the leading global provider of IT media, research, conferences and expositions, with annual revenues of $1.7 billion. IDG publishes more than 285 computer newspapers and magazines and 500 book titles in 75 countries, including more than 60 indigenous editions of PC World. Company information and access to more than 170 IDG World Wide Web sites is available at


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