Here's an article you might find interesting (and the links)
Mad2
Copyright 1999 PR Newswire Association, Inc.
PR Newswire
September 1, 1999, Wednesday
SECTION: Financial News
DISTRIBUTION: TO BUSINESS AND TECHNOLOGY EDITORS
LENGTH: 1074 words
HEADLINE: 'MCV The Market for Home Computing & Video Games' Proves to Be the Qualified Electronic Entertainment Trade Magazine Contender for the Next Millennium;
Publication Reports More Than 90 Percent Requested Circulation Base One Year After Launch
DATELINE: SAN FRANCISCO, Sept. 1
BODY:
After a successful U.S. launch in December 1998, "MCV(TM): The Market for Home Computing & Video Games" today announced its new enhanced strategic distribution plans. Proving that the publication is an essential and preferred trade resource, with a qualified requested circulation base of more than 90 percent, "MCV" solicited direct responses to verify its readership. Results of this qualification process pointed toward a well-defined audience of trade decision makers and influencers in retail, product development and manufacturing, finance and investment, and media -- approximately 25,000 individuals in total. No other competitor has been able to classify its circulation and readership as clearly. Moving forward, the publication will continue to adjust its circulation and subscription model to better accommodate its target audience.
"Our competitors were caught up in a numbers race, but demonstrated few or no requests for their publications, giving little indication whether anyone wanted the publications or whether they were reading them," said Christian Svensson, editor-in-chief and chief executive officer, "MCV." "We took the approach of publishing a high-quality and comprehensive magazine that was relevant to a very specific group of readers, and as a result, those readers took notice and made 'MCV' the preferred trade magazine that is both requested and read. This sector is about quality, not quantity."
CIRCULATION BREAKDOWN
Upon examining the retail landscape, "MCV" revealed that there are a
limited number of specialty and mass-merchant chains in the market, including
Babbage's Etc., Best Buy, Electronics Boutique, CompUSA, Target, Toys "R" Us
and Wal-Mart. However, these chain retailers, with roughly 18,200 locations,
were responsible for more than 80 percent of all electronic entertainment
sales, according to The NPD Group. More than 14,700 of those locations (i.e.,
more than 80 percent) have requested subscriptions of "MCV" for the latest
industry news and information. As a result, "MCV's" efforts will focus on
this sector for its circulation to provide a more effective reach for its
advertisers and to ensure that its editorial content will have the most impact
on the channel.
'MCV' READERSHIP PROFILE
*Top 26 chain retailers 22,000
*High-profile independent computer 1,000
and video game retailers
Computer and video game software 1,000
and hardware publishing, manufacturing
and development professionals
Computer and video game distributors 500
Technology stock brokers, fund managers, 300
researchers and venture capitalists
Technology media 200
*More than 15,000 of the 23,000 retailers classify themselves as either
"Store Managers" or "Assistant Managers"
NEW SUBSCRIPTION MODEL
Members of the channel, finance community, media and industry will now be
further qualified within the new circulation structure to receive "MCV." New
paid subscriptions will be offered via "MCV's" Web site, www.mcvusa.com, and
later through bind-in subscriber cards. Rates for 48 issues per year are as
follows:
Standard US mail -- $99
Canadian -- $199 (US)
Priority US mail -- $299
Overnight UPS (US domestic only) -- $999
International (air mail) -- $450
Bulk overnight mailing to a single location is also available at
substantial discounts for corporate locations that require multiple copies.
Parties interested in this offer should e-mail their request to
subscribe@mcvusa.com.
QUALIFIED REQUESTED
The qualification and request process was carried out in two phases. The
first phase was a direct-response cover wrap, approved by BPA, for the
August 6, 1999, issue of "MCV" that was distributed to current subscribers.
These response cards were then filled out and returned via fax or business
reply mail in order to continue the recipient's subscription of "MCV."
The second phase of the request process was an extensive third-party
telemarketing campaign, also approved by BPA, specifically designed to
increase the publication's reach at major retail chains.
To further verify these qualified requested figures, "MCV" will present a
BPA audit by the end of the calendar year. In the meantime, the new
circulation will take effect with the September 10, 1999, issue of "MCV."
WHAT 'MCV' OFFERS
"MCV" offers the most timely coverage of pertinent news in the market
though investigative journalism that is both passionate and inquisitive. With
late-breaking news and comprehensive analysis, marketing reports and market
research, "MCV" provides retailers the trade information they need to sell
more product and to make more informed buys.
"MCV" also brings an international breadth of knowledge about the gaming
industry and where it's headed. With an already strong readership base in
Europe -- and a team of editors in Japan, Europe and North America -- "MCV"
brings a truly global perspective to our industry.
ABOUT COMPUTEC MEDIA
COMPUTEC MEDIA AG is a leading European media publisher of computer and
video game magazines, and is the undisputed No. 1 publisher in Germany by both
manufacturers and the Trade. Its shares have been listed on the Neuer Markt
segment of the Frankfurt Stock Exchange since November 30, 1998, under the
symbol CMD (WKN 544100). In the U.S., the company publishes "MCV: The Market
for Home Computing & Video Games" -- the first and only true weekly trade
magazine and global brand for the electronic entertainment industry.
Additional information about the company and current publication can be found
at computecmedia.com and mcvusa.com, respectively.
NOTE: MCV is a trademark of COMPUTEC MEDIA U.S.A., Inc. All brand and
product names are trademarks and registered trademarks of their respective
holders.
SOURCE COMPUTEC MEDIA AG
CONTACT: Julie Kim of The Weber Group, 415-616-6143, or juliekim@ca.webergroup.com, COMPUTEC MEDIA AG
LANGUAGE: ENGLISH
LOAD-DATE: September 2, 1999
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