Where, please, is the computer room?

IT market The MA IT Business 2003 shows where IT managers can best be reached: In the SonntagsZeitung and less and less in the Online PC Zeitung.Every year, around 30 billion Swiss francs are invested in information and telecommunications technology in Switzerland, and the products are advertised accordingly. But where is the best place? Wemf now provides an answer with the MA IT Business 2003. The study, which focuses on print, investigated which (large) daily newspapers, weekly titles and trade magazines are read by IT managers. For the second coverage study of this kind (see box), one IT manager each was interviewed in 929 Swiss companies in February and March 2003.Across all 5,8500 Swiss companies, the SonntagsZeitung (SoZ) is the clear leader with its coverage of 35.1 percent, followed by Facts, which however "only" has 25.3 percent. Only in 6th place (17.2 %) appears PCtip, the first IT trade journal. Netzwoche brings up the rear.
If the companies are broken down by number of employees, the picture is somewhat different. In the large companies (more than 200 employees), which however only represent two percent of all Swiss companies, Computerworld is the leader with 40 percent, followed by SoZ with 37.6 percent. Compared to the MA IT Business 2000, Computerworld has increased by 1.1 percent and was able to overtake SoZ somewhat. In third place is the Tages-Anzeiger, which increased significantly in this category by 10.2 percent. The former third-place finisher, Online PC Zeitung, on the other hand, almost halved its reach and now achieves 14.7 percent (rank 13). Facts suffered a similar fate, falling from 26.9 to 14.5 percent.
In medium-sized companies (50-99 employees), which account for nine percent of all companies, the online PC newspaper was the most widely read paper three years ago - here, too, it has lost eleven percent (rank 9). The first place is taken by the SoZ, which gained just under five percent. PCtip and Computerworld are now in second and third place.
In the small companies (10 - 49 employees), with 49 percent the majority of all companies, the SoZ in particular increased its popularity, by 8.8 percent. The only title to lose in this class was again the Online PC Zeitung, which lost 6.9 percent. All other titles made slight gains. Finally, among the smallest companies surveyed for the first time (6 - 9 employees, 40% of all companies), SoZ is also in the lead with 31.8 percent; Tages-Anzeiger and Facts follow behind with 23.1 and 21 percent, respectively.
Newcomers to the print media market such as the NZZ am Sonntag and the new Weltwoche were able to make it into the top ten straight away (5th and 7th place), but the PC Guide, which had changed its name to Infoweek a year and a half ago, did not benefit much from the change of concept.
Reach of Swiss titles by company size (LpA in %)

Range All Micro Small Medium Large
Farms Farms Farms Farms
Computerworld 10.3 4.3 11.1 26.4 40.0
Computerworld Magazine 6.0 2.3 7.4 10.9 24.7
The Swiss Informatics Review 7.0 2.1 9.3 15.9 10.5
InfoWeek.ch 5.8 3.8 5.5 12.7 26.6
IT Business 6.1 2.2 7.8 12.7 11.3
Communication 6.1 2.3 7.2 14.1 18.1
NetWeek 1.8 0.8 2.3 3.4 3.8
Online PC 9.3 3.9 11.7 19.1 14.7
PCtip 17.2 10.8 19.3 31.2 30.1
SysData 5.8 3.5 6.9 8.3 13.1
Basler Zeitung 6.4 5.6 7.1 6.3 5.5
Berner Zeitung GES 12.9 12.1 13.9 10.7 9.8
Balance sheet 20.4 16.0 23.8 20.7 22.6
Cash 23.4 20.0 26.9 19.4 22.6
Die Weltwoche 15.8 10.0 20.0 18.5 16.2
Facts 25.3 21.0 29.1 26.1 14.5
Finance and economy 7.5 5.5 8.8 9.1 7.0
HandelsZeitung 13.2 9.1 16.0 15.0 15.3
Neue Zürcher Zeitung 14.9 13.5 15.6 16.7 17.3
NZZ am Sonntag 19.1 19.7 18.5 19.3 19.1
SonntagsZeitung 35.1 31.8 38.2 32.3 37.6
Tages-Anzeiger 23.4 23.1 25.5 31.7
Wemf investigated the reach of IT titles and supplements among the most important users, computer users in companies.

Markus Knöpfli