In the specialized world of technology, two multimillion-dollar quests for more attention

Article Abstract:

PC Computing magazine plans to overhaul its design and content beginning in December, and will market these changes to advertisers in a $2 million ad campaign. Red Herring magazine, which covers venture capital and start-up firms in Silicon Valley, has launched a $5 million ad campaign to promote awareness of its brand to media buyers and the overall business community. The PC Computing campaign, designed by Bigmouth, a San Francisco agency, aims to position the magazine alongside general business magazines like Forbes, Fortune and Business Week. Ads will appear in advertising trade magazines, and the campaign includes direct mail and animated 'E-mail' accompanied by music. The Red Herring campaign was designed by Swirl, another San Francisco agency, and aims to attract new advertisers and new readers through ads in trade publications and in The Wall Street Journal, The Economist, Fortune, and other magazines. Analysts say that PC Computing needs to regain advertising it recently lost to general business publications, while Red Herring needs to market itself aggressively in order not to lose out to new publications on technology.

Advertising agencies, Advertising, Advertising and Related Services, Special Interest Periodicals, Business & Trade Publications, Business Magazine Advertising, Analysis, Management, Advertising campaigns, Special interest magazines, Professional journals, Trade journals, PC Computing (Periodical), Red Herring (Periodical), Bigmouth, Swirl

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Look out, Bell Atlantic - here come challengers to your dominance of Manhattan's yellow pages

Article Abstract:

Yellow Book USA and Ambassador Publishing are setting sights on Bell Atlantic's yellow pages business. Yellow page ad sales for Manhattan totaled $100 million in 1998 out of a $12 billion national market. $1 billion of that was earned by independent publishers, whose ad sales are increasing at 15% or better, against a 4% rate for Bell ads. Yellow Book USA plans rates 70% lower than Bell Atlantic's.

All Other Publishers, Advertising, not elsewhere classified, Advertising Services NEC, Other Services Related to Advertising, Self Promotion, Catalogs & Directories, Miscellaneous publishing, Yellow Pages Advertising, Statistical Data Included, Bell Atlantic Corp., BEL, New York, New York, Advertising services, Directories, Yellow pages, Yellow Book USA, Ambassador Publishing

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In the wake of declining ad income, Ziff-Davis is on the lookout for new revenue sources

Article Abstract:

Ziff-Davis Inc. wants to reverse the trend of declining technology advertising in its publications. To do this the company will try to get out of the computer niche and into a broader reach. Thus, car advertising seems like a good place to target ad sales. The publisher is also working out a deal with E-Trade Group Inc. of Palo Alto, CA, to exchange advertising on each other's Websites.

Comment:

Publisher needs to improve its ad sales, broaden its reach

Media Planning/Goals, New Electronic Marketing, Print Media, Business to Business, Abstract, Periodicals, Ziff-Davis Inc., ZD

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