Quadrant's 1998 survey of readership of IT publications by senior IT executives show ComputerWorld has extended its leadership in the IT newspaper market.
Also, in its first survey CIO has joined the traditional leadership group of ComputerWorld, The Australian and MIS, and these four titles now dominate the market.
The survey by leading independent market research company Quadrant Research Services looked at the readership habits of executives at 606 Australian corporates and government organisations.
In the last such survey, a syndicated effort in 1996, ComputerWorld led the then ComputerWeek by 9 percentage points in average weekly readership. The 1998 survey shows the gap to the next-placed IT weekly, which this year was PC Week, has widened to 16 per cent.
Amongst general newspapers The Australian had a big win, easily maintaining its dominant position versus The Australian Financial Review and both The Sydney Morning Herald and The Age.
In monthly magazines, corporate readership proved a head to head race between two titles, MIS and CIO. The two magazines ranked ahead of all PC magazines, and far in front of networking or specialist titles such as LAN Magazine Corporate IT and Windows NT.
"What seems to be occurring is a consolidation of the market around key titles in three major sectors - IT weekly, general newspaper, and monthly magazine," observed ComputerWorld publisher Steve Ireland.
"Naturally we're very happy with such excellent readership results, which come on top of our journalists' recent success at the Australian Business Publishers' Bell Awards," he added. "ComputerWorld's goal in 1999 will be to serve readers even better, by providing more hard hitting news and analysis in a fresh, new-look format."
This year's study comprised 606 completed telephone interviews and the results are weighted according to the amount of IT expenditure. IT companies, advertising and PR agencies interested in purchasing the study can contact Quadrant's Ian McNair on (02) 99594144.