Magazine article Marketing

Ziff-Davis Title Targets Off-the-Page Buyers; PC Direct's Launch Sees US Publisher Aiming at the Burgeoning Number of Business People Who Buy Direct

Magazine article Marketing

Ziff-Davis Title Targets Off-the-Page Buyers; PC Direct's Launch Sees US Publisher Aiming at the Burgeoning Number of Business People Who Buy Direct

Article excerpt

This week's launch of yet another computer title, PC Direct, signals the emergence of another "growth area" in a computer publishing industry already honeycombed with specialist niches.

Publisher Ziff-Davis is putting its money--about 1.2 pounds m adspend--on the burgeoning number of business buyers who buy computer products directly off-the-page rather than through dealerships.

It claims a growth in direct buying in Europe--more than double in the past three years--has opened a window of opportunity in an industry covered by more than 100 titles in the UK.

In the late 80s, advertisers lost out in the publishing world's scramble to make a quick buck from the fat coffers of the fast-changing computer industry.

The Banner Readership Computer Survey, published by consultancy Banner & Co, shows that only the top ten titles delivered an average issue readership of over 18% in 1990, a year when advertisers spent 87.85m pounds in the UK's computer press.

"I don't think any of them understood the bottom line," says Roderick Banner, Banner & Co's managing director. …

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