PC Dealer raises circulation stakes

PC Dealer, the UK's number one channel newspaper, is pleased to announce that from this week it has increased its circulation from 10,325 to 15,673 following the completion of some of the most extensive research into the UK channel arena.

The circulation increase follows a massive research project carried out by NOP Research Group on behalf of PC Dealer into the current make-up of the channel market and how best PC Dealer can respond to the channel's information needs.

The research data has also been used to underpin PC Dealer's unique Advantage programme (see page 24).

The primary research objectives were to:

- describe, authoritatively, the IT channel universe in the UK today;

- to understand the detailed information needs of the different types of resellers;

- develop a detailed characterisation of different types of channel player.

The research defined a radical approach to circulation development, helping to enhance the registration card to include type of product sold, type of customer and method of sale.

In addition, the research pinpointed a number of key decision-makers within the different segments and business types, providing PC Dealer with a matrix of key decision makers, which has resulted in an increase in multiple contacts at individual sites. Not only has the number of readers been increased, but PC Dealer is now going to almost 1,900 extra sites.

'The whole point of the research was to ensure that when we increased our circulation and launched the Advantage programme, we knew exactly who the key players are,' explained Paula Barnes, publisher of PC Dealer.

'The research will continue throughout 1999.'