Name the biggest tech publication
What's the difference between a computer magazine and a business magazine? Not too much. Tech ads accounted for 56% of Business Week's ad pages and 44% of Fortune's in the first quarter, says Adscope's Sheila Craven. The Wall Street Journal generated 27% of its pages from tech. If first-quarter trends continue, the Journal will overtake Ziff-Davis' PC Magazine as the biggest publication in tech ad revenue.
Net gains, net losses, networks
Three big networking products makers had big reviews last fall leading to big brand campaigns this year: 3Com (FCB/SF), Bay Networks (Hill Holliday/Boston), Cabletron (Donino White/Atlanta). Wall Street now figures Bay will be bought by someone like Nortel or Lucent. Rumors have IBM buying 3Com. How long will the networking companies, agencies and campaigns last?
Kinko's . . . sunken ship
Goodby dropped out of Kinko's review because Hewlett-Packard saw Kinko's as a conflict with its efforts to sell into home offices. . . . Publicis/Bloom sent a mailer to prospects and consultants promoting the agency by offering a test drive at a local BMW dealer. Bloom works with three of Bimmer's four U.S. regional dealer groups. . . . DMB&B in Troy, Mich., is looking for a new creative to run Cadillac. . . . Women account for 40% of business travelers. So how did Conde Nast Traveler play its "Business Traveler" supplement? With a split run: 60% of covers show a guy, 40% show a woman. . . . Wells brought in a string quartet to play for employees on closing day this month. All that was missing from the Titanic ambience, one exec says, was the life jackets.
Compiled by Bradley Johnson with news from Mercedes M. Cardona, Alice Z. Cuneo, Jean Halliday and Ann Marie Kerwin.
Got an Adage? Tell Brad by phone, (213) 651-3710, ext. 111; fax, (213) 655-8157; or e-mail, [email protected]