IT title counts on recruitment dollars

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

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