Top Trades: Control Engineering

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Control Engineering, aimed at engineers and management personnel engaged in keeping industrial automation functions running smoothly in manufacturing plants, prides itself as a thorough, unbiased news source.

The magazine maintains a circulation of about 90,000, primarily by targeting new readers outside the U.S. through a separate edition, Control Engineering International; combining circulation with sister publications, such as Industrial Automation Market; offering new products, such as the tabloid Process Instrumentation Digest; and operating a heavily used Web site.

Published by: Cahners Business Information, Oak Brook, Ill.
Publisher: David Harvey
Associate publisher-editorial director: Jane Gerold
Circulation director: Rick Thornton
Frequency: Monthly, with two separate directory issues
Circulation: 90,000
Readership: High-level engineers and engineering managers.
Rates: 4C page 1x, $11,525; full year, $127,560 (gross rate)
Marketing opportunities: Web site, directories, supplements, conferences, trade shows, custom publishing.
1998 ad pages: 1,834
Ad Page growth: Up 23% from '96-'98
"As we've noticed smaller control engineering departments across the industry, we've worked harder to reach new audiences," says David Harvey, publisher of Control Engineering. "We now have 36,000 new readers for our international edition, and the combined efforts we have with other [Cahners] publications bring us new readers, as well."

The worldwide market for control engineering is about $130 billion, with about $40 billion of that in North America. Readership surveys have determined that subscribers to Control Engineering account for about $35 million of that U.S. equipment, says Jane Gerold, associate publisher and editorial director.

Control Engineering is a vital publication for John Graff, VP-marketing of National Instruments, Austin, Texas.

"First and foremost, they are considered the leader in the industrial controls industry," he says. "It's a very strong publication, which I think can be attributed to the caliber of their editorial staff."

Mr. Graff, who has advertised in Control Engineering for about 10 years, says the relationship with the magazine goes beyond the monthly ad pages into joint efforts in reader research, databases and custom publishing.

Web site draw

Among its other products, Control Engineering has a Web site, which hosts thousands of visits each month. Three years of archived issues are on the site, which is updated daily, as well as some exclusive article content and a broad-based directory, Ms. Gerold says.

The site has also attracted new readers: Almost 8,400 new readers have subscribed to Control Engineering over the Internet.

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