IDG's The Industry Standard Announces Circulation Increase to 100,000; Increase Allows Marketers to Reach a Significant Number of Internet Business Strategists Driving the Internet Economy

Business Wire, Oct 5, 1998

SAN FRANCISCO--(BUSINESS WIRE)--Oct. 5, 1998--The Industry Standard, the pioneering newsmagazine of the Internet Economy, today announced that it has increased its circulation from 60,000 to more than 100,000 - a 67 percent increase since the magazine's launch in April of this year.

The increase is the result of millions of dollars and more than a year of rigorous research to understand and define a new audience which marketers crave, but have had difficulty reaching through existing media vehicles. These are Internet business strategists who are driving the growth of the Internet Economy. With new and proprietary data from online surveys, direct mail, focus groups, and a major White Paper and other research from International Data Corporation (IDC), The Industry Standard has developed a much clearer profile of these business leaders - who they are, how many there are, what they do, and what information they need to do their jobs.

Research shows that Internet business strategists are executives responsible for creating and implementing Corporate America's e-business strategies. They are a powerful group with access to billions of dollars-according to IDC, more than $174 billion will be spent to web-enable Corporate America in 1999 alone, with that figure expected to exceed $518 billion by 2002(a).

"These new Internet Business Strategists are 'brand demanders' running the most innovative companies and developing the most creative business models, hiring the best and brightest, and buying the latest services and technologies," said John Battelle, president and publisher of The Industry Standard. "Only The Industry Standard has pulled them together into one highly focused audience."

Staffed with some of the industry's brightest editorial talent, The Industry Standard and its online component, TheStandard.com, have made it a top priority to provide the information this new audience needs with high frequency, journalistic integrity and consistent quality.

"What's unique about The Industry Standard is that it has assembled an impressive roster of journalists who have been reporting on the latest players, policies and Internet business models without the usual pomp and circumstance," said Paul Guthrie, vice president of Technology Research at Visa International. "The magazine really is becoming a must-read for anyone serious about growing their Internet business."

In five short months, the media has recognized The Industry Standard's pioneering contribution to the business publishing category. ABC News calls The Industry Standard "*far and away the best publication covering the Net today."(b)

About The Industry Standard

Headquartered in San Francisco, The Industry Standard (http://www.thestandard.com) is the first weekly newsmagazine to provide sophisticated coverage of the people, companies and business models driving the new Internet Economy. Through its print publication, online service and conference programs, The Industry Standard serves a dynamic audience of more than 100,000 Internet Business Strategists with timely, in-depth coverage of the Internet Economy. Its award-winning editorial team covers hard news and news analysis, business model reviews, quantitative analysis of industry metrics, executive recruiting, and reviews of new products and services. The Industry Standard is published by IDG's Internet Industry Publishing division.

About IDG

The Industry Standard is a division of International Data Group, the world's leading IT media, research and exposition company. IDG publishes more than 290 computer magazines and newspapers and 700 book titles and offers online users the largest network of technology-specific sites around the world through IDG.net (http://www.idg.net), which comprises more than 225 targeted Web sites in 55 countries. IDG is also a leading producer of 168 computer-related expositions worldwide, and provides IT market analysis through 49 offices in 41 countries worldwide. Company information is available at http://www.idg.com.

(a) IDC White Paper: "Architects of the Internet Economy," April 1998, revised edition.

(b) Fred Moody, ABCNews.com, August 17, 1998.