• by Jack Loechner , Staff Writer @mp_research, November 25, 2001

3rd Quarter Tech Ad Spending

A recent CMR report shows that technology advertising showed no signs of improvement as ad pages dropped by 35% in the third quarter. This compares to a 25% drop in the second quarter as well as a 25% drop year-to-date.

The new economy publishing industry is still feeling the effects of the dot.com implosion. Publications such as Business 2.0 (down 97% and now folded into Time's eCompany Now), The Industry Standard (down 90& and now out of print), and Fast Company (down 80% ) had enormous ad page counts a year ago, sending the numbers soaring for the technology sector.

Some bright spots in an otherwise gloomy picture included healthy page increases for Laser Focus World, Lightwave, and Fiberoptic Product News.

The top 10 publications ranked on ad spending in technology advertising declined a staggering 47% in ad pages and 44% in revenues in the third quarter. Top-ranked The Wall Street Journal lost 61% of its ad pages, Business Week was down 55%, and third place PC Magazine dropped 20%. Fourth place Information Week, with the highest ad page count at 736, slid 48% compared to third quarter 2000.

Top 10 Publications: Third Quarter 2000 vs 2001 - Ad Pages

  +-------------------------+--------+----------+-----------+  |                         |   2001 |
2000 | % change  |  +-------------------------+--------+----------+-----------+  | The Wall Street Journal | 319.22 |   812.94 |  -60.74%  |  | Business Week           | 408.47 |   911.91 |  -55.21
|  | PC Magazine             | 486.54 |   610.55 |  -20.32   |  | InformationWeek         | 735.61 | 1,400.54 |  -47.48   |  | Time Magazine           | 169.93 |   267.92 |  -36.58   |  | USA Today
| 235.28 |   371.93 |  -36.75   |  | Fortune                 | 326.56 |   700.60 |  -53.39   |  | PC World                | 355.75 |   505.58 |  -29.64   |  | eWeek                   | 384.40 |
730.63 |  -47.39   |  | InfoWorld               | 418.72 |   886.30 |  -52.76   |  +-------------------------+--------+----------+-----------+  

Adscope, a division of CMR

And…

Top 10 Ad Spenders: Third Quarter 2000 vs 2001 - Dollars

  +---------------------+-------------+-------------+--------+  |                     |
2001 |        2000 |      % |  |                     |             |             | change |  +---------------------+-------------+-------------+--------+  | Microsoft           | $33,145,807 |
$15,000,248 | 120.96 |  | IBM                 | $27,076,653 | $33,442,006 | -19.04 |  | Hewlett-Packard     | $18,412,500 | $21,868,084 | -15.81 |  | Compaq              | $12,829,948 | $10,386,030 |
23.53 |  | Dell                | $12,482,002 | $21,811,844 | -42.00 |  | Fujitsu America     |  $8,325,974 |  $3,527,928 | 136.00 |  | Computer Associates |  $8,137,670 |  $8,145,658 |  -0.10 |  |
Toshiba             |  $5,743,867 |  $6,518,618 | -11.89 |  | Intel               |  $5,427,998 | $13,574,355 | -60.02 |  | SAP America, Inc.   |  $5,210,181 |  $2,338,503 | 122.79 |
+---------------------+-------------+-------------+--------+  

Adscope, a division of CMR

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