Future looks to specialise tech mag portfolio

Publisher reviews positioning of titles in effort to boost flagging sales
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Dominant UK publisher Future is looking to shake up its PC and technology magazines after many titles, such as PC Format and PC Plus, posted significant readership drops for the July to December 2008 period.

Titles that are somewhat more general in subject matter will be focused into more specific interest areas, in line with consumer buying trends.

"Generally, within the computing sector the key is to be specialist, to talk to a specific group and give them something which they can't get online," said Stuart Anderton, publishing director of Future's computing and technology group. "The more specific you are the better you do."

While Future's technology mags showed mixed results in the recent circulation report, the firm says stocking a range of magazines can bring in additional revenue streams for PC retailers. "It's something the customer can leave with," said Anderton.


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