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The overall technology market still hasn't completely bounced back, but the government information technology market has continued to grow. And 101communications' Federal Computer Week intends to take advantage of it, even though the outlook isn't all positive.

"Government spending on IT continues to go up steadily," said Federal Computer Week Publisher Anne Armstrong, "but there's a lot of consolidation in this marketplace. The vendors are buying each other."

Federal Computer Week over the years has adjusted to the rise of the Internet. It uses its companion Web site, fcw.com, for breaking news, while the magazine itself has focused on case studies and other, longer-form journalism. "It's very much a community product that focuses on our readers and helping them succeed. It's service journalism," Armstrong said.

The magazine goes to a broad constituency that includes IT professionals in the federal government, in local and state government, and at integrators. Armstrong said the magazine is currently focusing on several areas of interest to the government, such as data sharing, security and wireless.

Even though Federal Computer Week has a large circulation of 100,000, its publishing and sales staff say it has been effective at increasing ad revenue by emphasizing its capability to reach niches.

Because getting direct mail into federal offices is difficult in the wake of 9/11 and the anthrax mailings, tech marketers such as PeopleSoft and Juniper Networks have used custom content in Federal Computer Week to reach a targeted market, said Jeffrey Calore, the magazine's general manager.

To streamline the process of creating custom content, Federal Computer Week has developed a template, which it calls the "Think! Series." For instance, the magazine helped Computer Associates create a two-page insert that featured the headline, "Think Asset Management. Think Computer Associates."

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