ANALYSIS: MEDIA TRACK - Rise and rise of computing titles has given Future, VNU and Dennis a major boost

A few years ago, the poaching of a computer magazine’s deputy editor by a rival publishing company was unlikely to make the front pages of the media trade press.

A few years ago, the poaching of a computer magazine’s deputy

editor by a rival publishing company was unlikely to make the front

pages of the media trade press.



But when Dylan Armbrust, deputy editor or VNU’s fortnightly magazine

ComputerActive, left to join Future last month, one trade title was

interested enough to give the story pole position.



Speculation suggests Armbrust will spearhead the launch of a rival to

ComputerActive, which has a circulation of 325,000.



The latest figures from MMXI Europe put the number of people with web

access in the UK at ten million. Meanwhile, new research from the ITC

has found 31 per cent of TV viewers have a personal computer in their

homes.



No longer just for geeks, computing is an area of interest that has

blossomed during the last decade.



Discounting gaming magazines, this market was served by just one

magazine - What PC? - ten years ago. Now there are more than 20 and the

number is rising.



At the same time, ABC circulations across the sector have risen from

23,000 in 1990 to 393,000 in 1995, and reached 839,000 in the latest set

of figures.



While most publishers’ circulations fell in the last set of ABCs, Future

and Dennis were two exceptions. Future has titles such as PC Answers and

Internet Advisor in its computing-weighted stable and gained a 10.2 per

cent rise in circulation overall. Dennis, which publishes PC Zone,

gained 12.2 per cent.



Home computer and internet titles represent a departure for an industry

in which flagship magazines are often aimed at women. Readers of

computer titles are predominantly male, aged 18 to 35 and ABC1. They

represent an elusive mass market for advertisers that the lad’s mags

have gone only some way towards tapping.



Now that the market for men’s and women’s lifestyle magazines appears to

have stalled, it seems the geeks may have their day.





MediaTel’s database is available at www.mediatel.co.uk. For more

information contact 020-7439 7575 or e-mail info@mediatel.co.uk.



Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content