MacWEEK refocuses

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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.

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