Special Report: No. 8

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InformationWeek Publisher Michael Friedenberg knows what it's like to have a banner year. He saw ad page growth of 25% in 2000, with more than 425 different companies advertising in the magazine. On the editorial side, was honored by the American Business Media for the best b-to-b Web site.

Although 2001 isn't shaping up quite as well, Friedenberg is still standing on solid ground. Reaching 100% of the Fortune 1000, it's no wonder InformationWeek garners so much advertising from IT giants such as IBM Corp., Intel Corp., Hewlett-Packard Co., Microsoft Corp. and Oracle Corp.

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Ad revenues:$260,445,470
Ad cost:$45,045 1-page 4/C
What makes the publication so attractive to advertisers? Its large and unique audience. With a controlled circulation of 440,000 within the U.S. and Canada, InformationWeek has the largest rate base in the IT category. Its readership is approximately 34% business management, 39% IT management, 20% IT staff, and the remaining 7% other IT personnel and consultants.

Tyler Schaeffer, senior VP-director of brand media planning for FCB Worldwide, has been placing ads in InformationWeek since its inception. "They are very well poised for the current economic climate in their timeliness and necessity," Schaeffer said. "For advertisers, the weekly news environment and the insightful reporting and leadership of its editorial staff have been consistent and very authoritative."

However, as at most IT and business titles, this year's ad pages are off the red-hot pace of 2000. "Through February we are down 21% to 22% compared with last year, but the industry average is actually more than that. It's closer to 27% to 30%," Friedenberg said. "This is going to be a year where the leading properties fall versus last year, but at the same time it's going to be a market share gain [for us], with InformationWeek still making headway." He predicted the title's competitors will decline in pages and in share.

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