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
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
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.
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