‘Dataquest’, ‘PCQuest’ increase ad rates by 30 per cent

After the launch of ‘Global Services’ magazine some days ago, CyberMedia has gone ahead and increased the ad rates for its leading IT magazines, ‘Dataquest’ and ‘PCQuest’, by 30 per cent.

Pradeep Gupta, chairman and managing director, CyberMedia, comments, “If you see the recent readership surveys, IT magazines have a reach that is comparable to business media such as ‘Business World’ and key editions of ‘The Economic Times’. If we add on the quality of reader aspect, they are better on a number of key parameters.”

The ad rate for ‘Dataquest’ has increased from Rs 1.35 lakh to Rs 1.76 lakh for a full-page colour ad. The ad rate for ‘PCQuest’ has increased from Rs 1.15 lakh to Rs 1.51 lakh. The revised ad rates card has been sent to advertisers, including major IT companies like IBM and HCL.

Pramiti Bhargava, product manager, says, “Besides the increase in the ad revenue and the increase in YOY net profit by 49 per cent, the factors driving the move are the growing advertising market and the reader value we offer.”

Bhargava claims, “Even if we look at the involvement of the reader, an average reader spends the same amount of time on business media as on ‘PCQuest’ and ‘Dataquest’. It is keeping these facts in mind that we decided to offer this value to the advertiser at an incremental cost with our new rate cards. ”

But how do the advertisers benefit from the new rate card? Bhargava claims, “‘Dataquest’ and ‘PCQuest’ combined have one and a half times higher number of Internet users than ‘The Economic Times’ and more than ‘Business World’ as well. It is in this brand environment that IT magazines offer an advertiser an apt target audience.”

According to IRS 2005-06, RII, currently, ‘PCQuest’ has a base of 3,33,000 readers, while ‘Dataquest’ has 1,14,000 readers,. Bhargava says, “‘Dataquest’ and ‘PCQuest’ combined have 80 per cent of the readership of ‘The Economic Times’ in Delhi, Mumbai and Bangalore. And the value they offer comes from the fact that this reach is at 22 per cent of the cost of advertising in ‘The Economic Times’!”

Launched in 1982, the 140-page fortnightly magazine, ‘Dataquest’, costs Rs 25. ‘PCQuest’, launched in 1987, is a 152-page monthly magazine and costs Rs 100. However, Bhargava maintains, “The change in rate card will not affect the cover price of the magazines.”

© 2006 agencyfaqs!