Magazine article Marketing

IBM Hits Back at 'Clones' with Glossy Magazine

Magazine article Marketing

IBM Hits Back at 'Clones' with Glossy Magazine

Article excerpt

Struggling computer giant IBM is seeking to beat off legions of "clone" manufacturers by branching out into a new arena - magazine publishing.

IBM is investing millions of pounds to launch a glossy new magazine, Helpware, which aims to "demystify computers".

The magazine will be published quarterly and goes out to everyone who buys an IBM PS/1 or PS/2 personal computer (PC).

The move follows a new report from market analyst Romtec indicating thatclone brands and those sold direct rather than through dealers snatched a record 36% unit share of the market in the first quarter of 1992.

IBM's share, according to Romtec, is 11.8% and falling.

William Sieghart, chairman of Forward Publishing which produces Helpware, says the magazine has the potential to become the biggest circulation computer title in Europe. The magazine itself includes everything from articles about technology and sport to a glossary of computer jargon.

The magazine will take advertising - though not from computer hardware firms in the same markets as IBM. …

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