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BREAKING NEWS & VIEWS
PC World: Get Beyond the Ad Page In min’s b2b, we are continuing our month long review of group publisher ad-page counts for the first half of 2009, per IMS/The Auditor data. Across the five titles IMS surveys in IDG’s stable of pubs, we found a decline of 36.42% in the first six months of this year compared to the same period in 2008. IDG's PC World title was hit hard, with a loss of 38.80%. But PC World president and CEO Mike Kisseberth tells minonline that the financial picture for his brand is more nuanced than a page count. “While the health of traditional print media titles have historically been measured by ad pages, that metric is no longer the sole reflection of how successful media companies have adapted to shifting media consumption patterns and advertiser demands,” he says. Kisseberth points to “double-digit” growth in PCWorld.com and Macworld.com traffic and their profitable ad sales. “Ad pages alone, while still an important measure to watch, are too one-dimensional to gauge the true measure of a media organization’s revenue growth and profitability.” Kisseberth’s brands have recently deployed new iPhone-friendly mobile Web sites as well as a $1.99 AppGems iPhone app that recommends iPhone apps to users. The brand’s aim is to be the intermediary between business and consumer audiences and the technology advertiser wherever the product buying decisions are made. Nevertheless, PC World and Macworld are among the few consumer- and business-oriented computer titles left at newsstands, as titles like PC Magazine and Computer Shopper have left the print field in just the last year, and it is unclear whether print magazines are necessary or viable in a segment so well served by the Internet. “We continue to create and distribute our print magazines, through diligent circulation management, as long as demand remains healthy,” says Kisseberth. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com COMMENTS
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