Computer Currents Magazine's Regionality Becomes a "Plus" For Local and National Advertisers; the Bay Area-based magazine provides the where-to-buy information that national publications don't.

EMERYVILLE, Calif.--(BUSINESS WIRE)--Sept. 18, 1996--Open up most any magazine today and you will likely find page after colorful page of advertisements where companies proudly tout the endless benefits of choosing their computer-related products or services.

The only problem is that these ads only tell you what to buy, leaving you to wonder how to find the products or services in your location. This is where Computer Currents magazine, the country's first national network of free, regional computer publications, outshines national magazines.

"The one thing we offer that the national publications don't is the where-to-buy information," Stan Politi, chief executive officer and publisher of Computer Currents Magazine, said. "Most of the ads in national publications are `image ads.' They don't tell consumers where to buy products on a regional level. They also don't tell computer users about local events, local BBSs, local user groups, local consultants or where to go for training. We fill a niche by providing information that the nationals don't."

Distributed in nine major metro regions across the country -- San Francisco Bay Area, Los Angeles/Orange Counties, New York, Boston, Chicago, Dallas/Fort Worth, Houston, Austin and Atlanta -- Computer Currents has a partially audited monthly circulation of more than 610,000 and a readership of over 2.1 million business owners, corporate managers and computer users seeking computer-related information and solutions.

This focus on regionality benefits both local and national advertisers, especially given that today over 75% of all computer purchases are made locally by people who want the local support and service that goes with the purchase.

"We reach people at the time of purchase," Politi said. "With Computer Currents, besides our core of faithful readers, you have a fresh group of people picking up the magazine all the time, right before they buy something. Because of this, the response to advertising in Computer Currents can actually exceed that of national publications."

When Computer Currents began in 1983, it was difficult to attract national advertisers because they wanted to reach the higher-end business market. They didn't view Computer Currents as the right venue to achieve that objective. Now, however, national advertisers realize that Computer Currents is a highly effective way to reach one of the fastest growing markets in the United States today -- the small to mid-sized businesses -- as well as large corporations.

"Computer Currents is and remains a crucial aspect of our advertising and market development efforts," Mike Bruzzone, marketing manager at Advanced Micro Devices, said. "The medium is ideal for reaching both channel and consumer PC decision-makers in specific geographic areas. Publication focus and ability to fly under the competitive wire is of strategic significance."

Computer Currents has successfully reached the large corporations, such as Bank of America, Pacific Bell, Motorola, Citicorp, Lockheed, Sony and Bechtel, almost from the beginning. These companies specifically request to receive Computer Currents because they perceive it as a valuable resource when trying to find a local source of supply for hardware, software, peripherals, tech support and services.

Politi attributes the success of the publication as a valuable resource for all kinds of businesses to its high-quality editorial staff that includes some of the industry's foremost experts. "We've always employed the best writers and editors in the business," Politi said. "They know what our readers want and need to get the most productivity from their computer systems. Early on we adopted a casual style that delights our readers and delivers straightforward editorial."

The magazine's personality is shaped in large part by Editor-In-Chief Robert Luhn, an award-winning writer who has been with the magazine for more than two years. His witty and somewhat irreverent style, made evident in his "Cross Currents" column, sets the tone for each issue.

"Computing doesn't have to be dull," Luhn said. "Nor does computer reporting have to be gullible. We cast a practiced, skeptical eye on vendor claims. We're a consumer advocate for our readers."

Computer Currents was a finalist for three Maggie Awards in 1996 for Best Cover Story, Best How-To Article, and the Best Cover. Computer Currents came in second in nominations for all consumer computer publications, right behind PC World. In 1995, the magazine was a finalist for a Maggie for Most Improved Publication and a Computer Press Award runner-up in the Broad Interest Newspaper category.

Computer Currents has also been a leader in the online world with one of the first magazine Web sites, Computer Currents Interactive (http://www.currents.net). Since late-1995, online readers have been able to catch up on daily news and read recent and archived articles, columns, and regional stories, dating back more than two years. Computer Currents Interactive presently has over 23,000 members and receives more than a million hits and 80,000 unique online users per month.

This Internet presence is yet another benefit for Computer Currents' advertisers. "One of the things you need to do to survive and grow, as a publisher, is have a presence on the Net and turn that presence into a revenue stream," Politi said. "The watch words today in publishing, as in everything else, are `added value.' Advertisers want to know what added value you are going to give them. Today, the Net provides this added value."

Beginning this month, Computer Currents expands its horizons to include television by sponsoring "Computer Advisor," a series of how-to vignettes hosted by industry maven and Editor-At-Large Larry Magid, which airs on San Francisco Bay Area television station, KICU. Plans are to grow these vignettes to half-hour segments, featuring industry experts, and syndicate the show to markets worldwide.

Computer Currents also plans to expand into other markets. On the list of prospects is Seattle, Denver and Washington, D.C.

CONTACT: Computer Currents

Linda Hargis, 510/547-6800

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Bigio Concepts PR

Terry Bigio/Beth Trier, 415/507-1800

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