IT title counts on recruitment dollars

<p>SINGAPORE: Despite the sharp downturn in the technology sector, Key </p><p>Media is in the throes of plunging into the ailing category with the </p><p>launch of a fortnightly IT title in three markets. </p><p><BR><BR> </p><p>IT Wire launched in Australia last month and will be rolled out in </p><p>Singapore and Hong Kong today (September 14). The magazine is targeted </p><p>at IT professionals, from chief information officers through to contract </p><p>programmers and systems analysts. The Australian edition has a </p><p>controlled circulation of about 15,000, while the Hong Kong and </p><p>Singapore editions are budgeted at 11,000 readers. It expected to </p><p>generate revenue primarily from recruitment ads. </p><p><BR><BR> </p><p>"We're going to be different from other IT magazines because we'll focus </p><p>on jobs in the IT sector," said Cory Mathews, Key Media sales manager in </p><p>Singapore. </p><p><BR><BR> </p><p>"Everybody is interested in advancing their career and we're going to </p><p>have all the hot jobs in our magazine which is really going to pull </p><p>readers in," he said. </p><p><BR><BR> </p><p>The magazine has claimed that it will also focus on important issues </p><p>facing the industry. </p><p><BR><BR> </p><p>"For example, we may do a feature on IT security, but rather than focus </p><p>on products, we're going to look at the issues behind IT security." </p><p><BR><BR> </p><p>The 40-page Australian launch issue included 12 pages of recruitment ads </p><p>in addition to display ads for Compuware, Ctam and Invensys. </p><p><BR><BR> </p><p>Mathews said the publication had an edge over other IT magazines which </p><p>were largely monthlies and lacked the frequency required by recruitment </p><p>advertisers. </p><p><BR><BR> </p><p>The only major competitor for recruitment ad revenue is The Australian </p><p>newspaper's IT section on Tuesdays and national dailies such as The </p><p>South China Morning Post in Hong Kong and The Straits Times in </p><p>Singapore, he said. </p><p><BR><BR> </p><p>Rick Curzon, Key Media regional publishing director, said: "Until now, </p><p>IT recruiters had to advertise in a national newspaper to reach a niche </p><p>market which is an extreme waste of money." He said IT Wire was more </p><p>cost effective and advertisers have the benefit of having ads in </p><p>full-colour and on better quality paper stock. </p><p><BR><BR> </p>