Fragmentation works for computer press

Article Abstract:

The trends influencing computer journalism include the death of 'novice books', vertical media integration and development of specialty publications. Programming on public and cable TV stations and training videos have replaced 'novice books' as training materials. Competition among computer-press publisher has provided media buyers with varied resources which can be assessed with less effort. Publishers have narrowed their target markets to specialized groups composed of managers and decision-makers.

Periodicals, Publishing industry, Evaluation, Computer industry

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Skittish execs see '93 ad bucket as 'half full'-maybe

Article Abstract:

Results of a survey among advertisers and agencies conducted by Beta Research Corporation show that advertisers and agencies expect an increase in business-to-business advertising budget in 1993. Eighty percent of marketers surveyed predict a slight sales improvement. Industry consultants contend that the economic slump experienced in advertising is not cyclical and represents a basic structural change. A growing partnership between media and advertisers will be beneficial to clients.

Statistics, Advertising, Business-to-business market, Business to business market, Magazine advertising

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