In a blow to Apple Computer, MacWEEK> in August will abandon its sole focus on the Macintosh market and convert to the new Emedia Weekly.
The revamped publication will keep MacWEEK>'s focus on the content creation arena but cover the multiple computer platforms of Mac, Windows and UNIX. MacWEEK> had been the only newsweekly devoted to Macintosh.
Publisher-Editor in Chief Rick LePage said the change reflects the increased use of non-Mac computers by content creation and graphics professionals at ad agencies and other creative-oriented businesses. Nearly 80% of MacWEEK>'s readers already have Intel-based PC's in their businesses, and software companies such as Adobe Systems have moved aggressively into the Windows space, Mr. LePage said. Microsoft Corp. will make a big play in the graphics market with Windows NT 5.0, due next year, he added.
Gistics, a research company, estimates Macintosh's share of the content-creation market has fallen to 50%, with Windows expanding to 38% and other platforms accounting for the remaining 12%.
Mr. LePage said in recent months he has become more optimistic about Apple's prospects as acting CEO Steve Jobs restages the company. Still, Mr. LePage said MacWEEK> is responding to a market that no longer sees Mac as the only choice.
"If Apple goes one way and my readership goes another, my loyalty is to my readership," Mr. LePage said.
MacWEEK>'s ad pages have been falling, reflecting the shrunken market for Mac products. Mr. LePage bets he'll be able to grow pages by offering advertisers a publication that can reach content creators and graphics professionals regardless of platform.
Emedia Weekly will keep MacWEEK>'s controlled circulation number of 85,000. But the publication will drop some readers, such as those involved in education, while adding others, such as graphics professionals who use Windows machines.
MacWEEK>, an 11-year-old newspaper formerly owned by Ziff-Davis, last year became part of Mac Publishing, a joint venture of Ziff-Davis and International Data Group. Ziff-Davis and IDG formed the venture when they consolidated the Mac market's two biggest monthly magazines, Macworld and MacUser, into a revamped Macworld.
Copyright May 1998, Crain Communications Inc.