it media guide 2012 · 10 / 11 it spending in switzerland, 2007–2012 (in million us dollar) 2007...

Overview Of SwiSS iT mediaiT media Guide 2012

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IDG – the gateway to Swiss IT users, technology enthusiasts and IT professionals. One sentence, one motto, one conviction. Target groups spring to mind but as the publisher of "PCtipp", "Computerworld" and "Digital Living" we also primarily see the people who define our readership in its entirety.

But who are these people? What distinguishes the PCtipp, Computerworld and Digital Living readerships? Are they interesting contemporaries and consumers? Does the modern reader with a high affinity to technology and IT even read print publications any more or do we only come across them in the digital world? Is our online readership on "pctipp.ch", "computerworld.ch" and "digitalliving.ch" the same readership as in the respective print publications or do these two contrasting camps differ too much from each other? Is online already being questioned by the trend towards mobile devices?

From our point of view, the online, mobile and print readerships have more in common that you might expect. All readerships are looking for information and satisfying their hunger for information using content that they find in our print publications, on our websites and on our mobile platforms. Top IT professionals perhaps

even find this at conferences that we organise on certain topics.

The focus on both our editorial and commercial service has become even more important with our demanding readership and become a guiding principle of the editorial team and publishing company. Focus on service for our readers and also our advertising customers, advertising

and media agencies, advertising agents.In this brochure we bring to life a tradi

tion that was started by IDG Communications in 1992. Summarised by the editorial team and publishing company, supplemented with figures from IDC, WEMF and internal data we want to provide you dear readers with transparent answers to the many questions around the world from IT users, technology enthusiasts, IT professionals and associated publications. We hope that you find the answers to your questions and an exciting read, combined with a good dose of reading pleasure.

GOOd cuSTOmerS

Michael Hermann, Publisher

Figures from the following studies were used for this brochure:• MACH Basic 20112, DCH• MACH Consumer 20112, DCH • MA Leader 2011 • Net Metrix Profile 20112 (WEMF AG)• Net Metrix Audit • IDC Black Book• Swiss IT Computerworld/IDC

We would be happy to send you more detailed analyses. Daniel FreyHead of Sales SupportTelephone +41 44 387 45 [email protected]

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cOnTenTS 6 iT – an economic power

10 iT investments • Summary of all the figures

12 Pctipp readership • For those who want a bit more

16 Pctipp online • An enthusiastic community

18 computerworld readership • From admin to top manager

22 computerworld special editions

26 computerworld online • Where the boss surfs

28 digital Living • Focus on fun

30 The iT trade press • Hard figures are rare

32 wemf studies • Info about readers & users

34 idG Switzerland • The leading specialist IT publishing company

37 contact

6,000readers of

Computerworld are TOP LeaderS

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The IT industry has a higher turnover than the watch industry in Switzerland: roughly 25 billion francs, according to the ICT Switzerland Association's estimates. It is difficult to obtain exact figures for the Swiss ICT market. The industry is organised in a very fragmented way.

IDC market researchers reckon on an annual average increase in IT spending by user companies of 3.3 percent in the years 2009 to 2014. This would mean that Swiss companies would spend a good 17 billion francs on IT in 2014. The valueadded that is possible due to IT is not included in the calculation. This total would probably be several times higher.

The largest investors are and remain companies from the manufacturing industry. Swiss IT providers turn over almost one in three francs in this industry. It is mainly companies that are internationally competitive who are forced to improve their busi

ness processes, primarily using IT. Development times for new products can be shortened and sales launches can be brought forward using appropriate investments.

The finance and insurance sector takes second place in terms of IT investments. Here the share of IT spending from the total company budget is disproportionately high. Banks and insurance companies invest almost one in five francs (17.6 percent) in information technology, whilst the average across all industries is 8.2 percent measured against total costs. However, the financial economy depends on IT like no other sector and logically has the highest spending for IT in absolute terms. The major bank Credit Suisse is taken as an example: 17,000 people worldwide work just in IT, that's a quarter of the whole staff.

IDC expects that insurance companies in particular will also invest heavily in IT this year and next year and that the banks

THE SWISS IT MArkET IS AN IMPOrTANT ECONOMIC POWEr, rOuGHLy COMPArABLE WITH THE WATCH INDuSTry.

iT – an ecOnOmic POwer

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willingness to spend will also increase. "The rapid automation of business process, the reduction in IT's vertical range of manufacture and compliance are the driving forces of investments in hardware, software and services", says Matthias Zacher from IDC.

Public authorities lie far behind these in third place with IT investments: they are responsible for roughly 10 percent of total Swiss spending on IT. IDC forecasts that public administration spending will increase on average annually by 2.8 percent. According to analysts, public authorities will spend just under 1.8 billion francs on information technology in 2014.

All these investments are broken down into the segments hardware, software and services. In particular, turnover with hardware is subject to sharp fluctuations. The

iT spending by Swiss companies (in million chf)The manufacturing industry and financial service providers will spend the most money by far on information technology by 2014. SOurCE: IDC 2011

500

1000

2000

2500

3000

1500

3500

4500

5000

5500

4000

2009 2010 2011 2012 2013 2014

Manufacturing industry

Finance and insurance

Public administration

retail

IT and telecommunications

Service providers for companies

Health and social care

Education

Transport and traffic

Energy and water supply

Agriculture and construction

Other

Share of iT budget from total costs (in percent)The proportionate IT spending of finance companies and the ICT industry is twice as high as the industry average of 8.2 percent. SOurCE: IDC, CW 2011 (N = 457)



Education

4 5 6 7 8 9 10 11 12 13 14 15 160 1 2 3 1817


retail





Company service providers


4.7 %

3.9 %

3.9 %

5.7 %

6.4 %

9.9 %

15.9 %

17.6 %

9.4 %

9.4 %

3.6%

market recorded a minus of 9.6 percent in 2009 and a plus of 17.9 percent in 2010. In 2011 Swiss companies spent roughly 5.8 billion francs on hardware. Virtualisation/standardisation and storage solutions were the most important trends with user companies.

In contrast to hardware the software market is able to record stable growth between 4.3 and 5.3 percent a year. In 2011 roughly 4.3 billion francs were turned over in this segment. The most important topics for user companies are the introduction of a new ErP system (e.g. SAP), document management and desktop virtualisation.

Services take up the lion's share on the IT market. roughly 7.6 billion francs were turned over in this high margin segment in 2011.

development of iT budget according to industries (in %)The Heads of IT surveyed reckon in particular with greater financial flexibility in health care. SOurCE: IDC, CW 2011 (N = 573)

Increase constant Decrease

20 % 40 % 60 %0 % 100 %80 %10 % 30 % 50 % 70 % 90 %


retail




Service providers for companies

Education





42 54 4

35 57 8

34 54 12

33 54 13

33 57 10

28 64 8

24 66 10

44 44 12

50 40 10

24 66 10

23 69 8

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It spending in switzerland, 2007 –2012 (in million Us dollar)2007 2008 2009 2010 2011 2012

It servIces• Training 481.4 495.1 413.0 413.8 418.5 426.7 • Planning 1,097.8 1,172.4 1,125.1 1,153.4 1,177.6 1,214.3 • Implementation 2,345.3 2,423.4 2,306.5 2,349.6 2,395.6 2,471.4 • Maintenance & support 1,739.8 1,787.8 1,692.5 1,687.7 1,708.7 1,746.9 • Operations 1,484.5 1,589.9 1,586.4 1,614.5 1,650.2 1,707.1 It services total 7,148.9 7,468.5 7,123.6 7,218.9 7,350.6 7,566.4

soFtWare• System infrastructure software 971.1 995.2 957.7 1,020.8 1,068.1 1,124.7 • Installation and development SW 1,015.4 1,036.5 1,055.0 1,120.2 1,163.1 1,234.9 • Applications 2,061.1 2,052.8 1,982.5 2,084.8 2,168.3 2,269.2 software total 4,047.5 4,084.4 3,995.2 4,225.8 4,399.5 4,628.8

server systeMs• High end server 161.1 193.5 114.9 99.9 110.1 64.7 • Midrange server 147.5 133.2 113.6 100.8 89.3 76.4 • Volume server 356.1 318.7 271.3 308.4 298.1 279.4 server systems total 664.8 645.3 499.7 509.1 497.5 420.6

clIent systeMs• Personal computer 1,831.2 1,717.3 1,528.9 1,533.5 1,474.0 1,573.5 • Smartphones 352.8 334.2 537.7 1,103.4 1,296.7 1,365.5 • Tablets & ereaders 0.0 0.0 0.0 206.6 398.9 593.2 client systems total 2,183.9 2,051.6 2,066.6 2,843.5 3,169.6 3,532.1 systems total 2,848.7 2,696.9 2,566.3 3,352.6 3,667.2 3,952.7

storage• Disc systems 421.2 423.7 354.2 384.4 362.3 364.6 • Tapes 28.9 26.6 25.3 23.5 21.7 19.8 storage total 450.1 450.2 379.5 407.9 384.0 384.4

PerIPHerals• Different hardware 111.1 104.5 92.5 88.6 88.5 93.1 • Printers and MFPs 625.5 551.5 434.5 471.9 461.5 510.0 Peripherals total 736.6 656.1 527.0 560.5 550.0 603.1

netWork eqUIPMentnetwork equipment total 848.7 768.7 662.5 702.7 735.4 755.2

total It 16,080.5 16,124.9 15,254.2 16,468.4 17,086.6 17,890.5

It spending in Western europe, 2007 –2012 (in million Us dollar)2007 2008 2009 2010 2011 2012

It servIces• Training 10,820.9 11,129.0 9,152.9 8,780.0 8,849.0 9,087.2 • Planning 29,157.6 31,187.9 29,070.5 28,712.7 29,095.0 30,092.9 • Implementation 68,584.9 71,261.1 66,817.7 65,974.5 66,902.7 68,704.9 • Maintenance & support 47,456.8 49,014.6 46,918.7 46,158.7 46,681.7 47,716.0 • Operations 43,064.1 46,550.5 46,694.5 47,265.2 48,384.7 49,993.0 It services total 199,084.3 209,143.1 198,654.3 196,891.1 199,913.1 205,594.0

soFtWare• System infrastructure software 21,055.0 22,072.5 21,954.5 23,813.5 24,850.9 26,176.2 • Installation and development SW 18,698.8 20,086.0 20,695.9 22,393.4 23,298.8 24,632.9 • Applications 38,150.4 40,091.6 39,468.8 41,930.6 43,436.0 45,243.2 software total 77,904.3 82,250.1 82,119.1 88,137.4 91,585.8 96,052.4

server systeMs• High end server 4,035.6 4,031.6 2,881.2 2,648.4 2,294.6 1,949.6 • Midrange server 2,673.7 2,011.7 1,554.3 1,256.0 1,463.3 1,632.2 • Volume server 7,280.1 6,567.9 5,743.3 7,190.2 7,262.6 7,040.3 server systems total 13,989.4 12,611.2 10,178.7 11,094.6 11,020.4 10,622.1

clIent systeMs• Personal computer 53,230.6 53,481.6 46,442.4 46,545.8 42,823.6 46,003.2 • Smartphones 11,511.9 12,078.1 14,730.9 31,989.8 37,840.7 40,417.1 • Tablets & ereaders 0.0 0.0 0.0 3,867.7 9,200.9 13,588.3 client systems total 64,742.5 65,559.7 61,173.2 82,403.3 89,865.2 100,008.6 systems total 78,731.9 78,170.9 71,352.0 93,497.9 100,885.6 110,630.8

storage• Disc systems 7,272.3 7,091.9 6,355.7 7,370.6 7,397.7 7,367.6 • Tapes 494.3 464.9 430.2 402.1 367.1 337.2 storage total 7,766.5 7,556.8 6,785.9 7,772.7 7,764.8 7,704.7

PerIPHerals• Different hardware 3,121.0 3,081.3 2,712.5 2,677.1 2,477.0 2,651.7 • Printers and MFPs 15,112.0 13,850.6 11,654.1 13,032.5 13,040.1 13,814.9 Peripherals total 18,233.0 16,931.9 14,366.6 15,709.6 15,517.1 16,466.6

netWork eqUIPMentnetwork equipment total 36,479.2 34,029.9 27,557.3 28,610.0 29,982.2 30,836.3

total It 418,199.2 428,082.8 400,835.2 430,618.7 445,648.7 467,284.8

SuMMAry OF ALL THE FIGurESiT inveSTmenTS

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We have had enough of seeing every Hollywood blockbuster portraying the same image of a PC freak: overweight, socially inept, with baggy shirt and worn out trainers. To conclude that the supposedly typical PCtipp reader is like this stereotype might be an easy thought to jump to but would be completely wrong.

Figures from the biannual study by WEMF AG, MACH Consumer 20112 (Sept. 2011) on the other hand show an entirely different image of the 308,000 PCtipp readers (two thirds are men). Let's start with the obvious figures: 100,600 readers plan to purchase a PC, laptop or peripheral device, e.g. a printer in the next 12 months (affinities 166 to 259). And they are willing to fork out a lot of cash for this. PCtipp readers are not prepared to settle for mediocrity, they love anything new and therefore also expensive. Affinities over 200 are the norm here.

Clearly it would be sad if PCtipp did not have the highest affinities with electronics,

PCs, smartphones (combined with absolute figures that turn many national newspapers green with envy and fit very well with an expansion strategy).

However, PCtipp readers also spend their money on the fun things in life: for example, a wonderful home cinema (purchase intention affinity 202) or a new television. New is without a doubt the key word: PCtipp readers love innovative gadgets. kindle ereader? Affinity 259 (ownership). iPad? Affinity 182 (purchase intention). Downloading Apps? Affinity 230. To conclude this means: PCtipp are great consumers, who buy expensive items. In MACH Consumer, they come top in the consumers' propensity to spend in practically all product groups with the highest affinities in the individual spending categories and all this with a very high frequency.

They also of course use new channels such as online shopping – affinity is around 300. They pay using their credit card

PcTiPP readerShiP • QuALITy CONSCIOuS, SPEND-HAPPy, CurIOuS AND VEry ATTACHED TO THE NICE THINGS IN LIFE.

fOr ThOSe whO wanT a biT mOre

70,000readers of pCtipp ride a mOTOrbike

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born with a silver spoon in their mouth but they work hard themselves. But only with really great equipment of course. 63,000 PCtipp readers confidently say: "I spend a lot of money on equipment and material for DIy."

Career is important of course, as indicated earlier by the amount of the average income. The further training budget is correspondingly as generous: the affinity with management and leadership courses is 244. After all 89,000 readers already have managerial positions today, 14,000 of these in fact in senior management, this in turn means an affinity of no less than 198.

And to finish another figure, which probably highlights best of all what the typical PCtipp reader is actually like: 70,000 ride a motorbike. Because they can afford it and they are not only looking for fun in front of the PC but also in real life.

uP-TO-daTe

The current smartphones, notebook, tablets, PCs, printers, cameras and much more: PCtipp presents what's new on offer in Switzerland. There is also information about the most important trends.

PurchaSinG advice

PCtipp tests the most important new products every month, helps you to make purchasing decisions and presents products in comprehensive market overviews. With check lists and product comparisons.

PracTice

The experienced professionals at PCtipp research the best tips and tricks from practice and also know how to present complicated technical problems in an easy to understand way.

readerShiP232,000 are men

Affinity� 153

129,000 have a high standard of education

� 128

149,000 are 35–54 years old

� 133

82,000 have a leadership position

� 161

28,000 have a household budget over 15,000 francs

� 147

65,000 work in a large company

� 183

76,000 are women

� 49

89,000 have a managerial position

� 155

170,000 have a household budget over 8,000 francs

� 134

156,000 work in an SME

� 112

(affinity 131 with "practically daily use"). Generally: PCtipp readers observe the market and are also prepared to switch from a brand they are fond of for the right offer.

As the typical PCtipp reader has a family and good income (approx. 9,000 francs a month on average), holidays can also cost a bit more: the highest affinity is with the most expensive trips from 15,000 francs. They also make short trips using their own car. After all, 32,000 readers state that they want to spend more than 50,000 francs on their next car (affinity 170).

Obviously they also want to have a good life at home and not just in their car and they don't need to scrimp and save for their cruise as a result of this. Furniture and lighting, home office, a freehold flat or even own detached house: PCtipp readers have high affinity everywhere compared to the Swiss average. However, they don't just casually snap their fingers and are not

The maGazinePCtipp, the impartial, compact Swiss PC magazine, offers extensive help and information on how to deal with PCs, smartphones and tablets.

32,000wanT TO SPend Over 50,000 francS On Their nexT car

SOurCE: MACH CONSuMEr 2011-2 (WEMF AG) D-CH

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PcTiPP OnLine • THE PCTIPP WEBSITE IS A TrADITION AND IS EVEN IN A POSITION TO COMPETE WITH THE BIG GuyS.

an enThuSiaSTic cOmmuniTy

PCtipp online means one thing above all: community. Although the website for the magazine has existed for 15 years, it has only been possible for visitors to interact and share with each other since August 2008. One of the largest technology com

munities in Switzerland has grown over the last four years: almost 40,000 registered users produced 156,000 postings during this time. They discuss new products enthusiastically and help each other with PC problems.

This huge loyalty to the website is also expressed in the high credibility of news, tests and product overviews.

A wider circle of visitors with a whole variety of interests assembles around this hard core of the community. One of the largest download archives in Germanspeaking regions for freeware and shareware has grown over time. PCtipp.ch enjoys a superb reputation among connoisseurs of good software that is guaranteed to be virusfree. An App archive for Android and iOS is now being developed with special focus on Swiss Apps.

The rubric tests are becoming increasingly popular and the PCtipp editorial team enjoys the reputation of being professional and incorruptible. retailers know: if one of their products receives the award "recommended buy" from PCtipp.ch, a run of customers is inevitable.

Visitors to the PCtipp website are sociodemographically similar to readers of the printed product (see from page 12). They are also the spearheads of PC and home electronics consumers, who like buying the

latest products as the affinities in the top usage class clearly show ("very strong interest" in computers and information technology: 206; entertainment electronics: 179). Online shopping is also extremely popular: "daily or almost daily use" has an affinity of 138. The share of women is slightly higher for online visitors (a good 27 percent) than with print readers.

Visitors to PCtipp.ch also reveal themselves to be avantgarde in their type of access: mobile access has an affinity of 148, the PCtipp App for iPhone, iPad and Android has already been downloaded over 10,000 times. At home, PCtipp visitors swear by broadband: whether via the TV, telephone cable the main thing is it has to be fast.

PCtipp.ch is ranked 31 among the 111 Swiss websites recorded in the Net Metrix Profile. This means that PCtipp.ch is one of the most frequently visited websites in Switzerland with 72,000 visitors a week and ranks higher than Beobachter, Tillate and Cash.

number Of unique uSerS Per mOnTh

156,000 are men

79,000 work in companies with more than 100 staff

Affinity� 142 � 124

135,000 are employed fulltime

45,000 have an income over 10,000 francs

123 119

14,000 are entrepreneurs/business owners

87,000 surf using mobile devices

129 148

87,000 have a high standard of school education


113 119

53,000 are employed in a leadership position

21,000 use online shopping practically every day

123 138

SOurCE: NET METrIx PrOFILE 2011-2 (WEMF AG)

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The Head of IT's job description has changed dramatically in the last 10 years. Whilst the Head of IT used to primarily be responsible for the smooth running of the IT infrastructure, management qualities are increasingly required today. This development reflects the fact that IT is one of the key strategic topics in most industries today. Competitive business is no longer imaginable in many sectors without innovative and dynamic IT.

The target audience of Computerworld has also changed dramatically accordingly. Computerworld is the only specialist maga

zine for IT decision makers in Switzerland that has accurate and officially recognised reader figures. These figures come from "MA Leader", a readership analysis by WEMF (see Page 32). According to this study, Computerworld has over 16,000 managers, 6,000 of these in the top leader sector.

These figures might not sound that impressive at first glance in comparison to the mass titles. However, in this context you have to remember who Computerworld's target audience is: IT decision makers in medium size and large companies. There are usually one or two of these kinds of

cOmPuTerwOrLd readerShiP • IT DECISION MAkErS ArE TOP MANAGErS TODAy AND INVEST BILLIONS IN THEIr COMPANIES' INFrASTruCTurE.

frOm admin TOTOP manaGer

16,000readers of

Computerworld are manaGerS

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managers per company in medium size companies and perhaps 10 or 20 in large companies. These specialists are thinly spread but they spend a lot of money: Swiss companies invest roughly 25 billion francs in their IT every year, according to official estimates. Most of this is in medium size and large companies. Therefore ultimately the readers of Computerworld.

This results in a very tidy investment volume per contact. The large majority of leaders can have a strong say in IT investments. Most readers (the majority are male) work in large companies with more than 250 staff, the affinity is highest with companies that have over 1 billion francs turnover per year. Three quarters do not work in the ICT industry but for example, in the finance sector, industry, retail or public authorities. 23 percent of these companies generate their turnover exclusively in Switzerland. Or in other words: 77 percent of

Computerworld readers work for international companies. Most readers of Computerworld work in Zurich and Bern.

Computerworld readers love their specialist magazine and read the contents with interest. They pick up every issue 2.1 times and read for 29 minutes on average . These are very good values compared to similar titles that were surveyed in the MA Leader study. We also rank among the top of all surveyed titles with regards to the reading amount with a value of over two thirds. What we are particularly pleased with: advertising in specialist magazines and their websites enjoy high credibility and are seen gratefully as additional information.

The Computerworld reader is also an interesting advertising customer as a private person: they fly a lot, not just for the company, work hard on their career and continuously update their already very good education with courses and training.

readerShiP6,000 are top leaders

Affinity� 103

9,000 have decision making powers in ICT

� 136

8,000work in large companies

� 126

8,000 want to get external ICT advice

� 182

5,000have graduated from university

� 152

2,000 are currently completing an ICT apprenticeship

� 257

14,000are men

� 107

12,000 have decision making powers in purchasing

� 111

4,000 work in a company with a turnover over 1 billion francs

� 141

9,000 often buy devices that are new on the market

� 138anaLySiS & PrOGnOSiS

In this section the specialist editors of Computerworld analyse the important events in the IT industry and what impact they will have on user companies.

newS

A brief, concise overview of the most important news from the ICT sector over the last two weeks.

STraTeGy & PracTice

Here we really get down to business. In specialist articles user companies show how they have successfully implemented IT projects, providers explain new solutions and not least the professionals at Computerworld provide more clarity about hypes, technological advancements and offers.

manaGemenT & career

Everything that an IT decision maker has to deal with. Personnel management, further training, career, lack of qualified personnel etc. The same applies here as everywhere: the benefit for the reader must be demonstrable in every text.

The maGazineComputerworld is the information magazine for IT managers today. Background and practice articles as well as management topics dominate. The editorial analyses about what's happening on the ICT market are becoming increasingly important. Computerworld has continuously expanded its editorial staff over the last three years to meet professional standards.

SOurCE: MA LEADEr 2011

22 / 23computerworld special editions

The Swiss ICT industry undergoes a stress test: every year Computerworld researches the sales development of the 500 largest ICT companies in Switzerland in an extensive survey. This results in a reference work that has received great attention for 14 years, which goes way beyond the ICT sector.

The sales study is also accompanied by a survey on current topics and trends. This enables an extensive analysis of the entire ICT sector alongside the popular ranking of the 500 largest Swiss ICT companies.

All the big names in the ICT sector have their say in this special edition of Computerworld. Manufacturers, suppliers, CEOs and developers give their analysis of current trends, dare to make forecasts and comment on the sector's tops and flops. In background articles, Computerworld's editorial also researches what is currently affecting the industry, where the pain points are and what the relationship is like with customers.

THE STrONGEST ICT COMPANIES THE CIO AGENDATOP 500 SwiSS iT

What affects IT decision makers in Switzerland? The Computerworld special "Swiss IT – the CIO Agenda" pursues this question. In the most extensive study of its kind roughly 600 IT decision makers from all sectors were questioned in detail. The survey gives a unique insight into the plans, needs, demands and problems of IT decision makers in the Swiss economy.

However, not just IT decision makers have a chance to express their opinions but also roughly 300 members of management: What do they expect from IT? Are they happy with its performance and contribution to business success? Those responsible for IT and managers from companies with more than 50 jobs are being surveyed. roughly 30 percent of those surveyed work in companies with more than 1,000 jobs.

The special edition is being rounded off by the extensive analysis of the Swiss IT market. These figures are being provided by the world leading IT market researcher IDC.

Computerworld Top 500 appears in August in a large scale print run of 15,000 copies including additional distribution to interested CIOs and IT decision makers.

This special edition appears in a print run of 13,000 copies including additional distribution to interested CIOs and IT decision makers.

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The Computerworld special edition "Swiss CIO" appears in a large scale print run of 13,000 copies including additional distribution to interested CIOs, IT decision makers and CFOs.

The Computerworld special "Swiss CFO" appears in a large scale print run of 13,000 copies including additional distribution to interested CIOs and CFOs.

With the special edition "Swiss CIO" Computerworld delves into the role of the CIO. The focus is for once not on the techno logy or budget but on the CIO as a manager and leader in major interviews, portraits and background stories.

What is required of a CIO is changing: whereas in the past they were mainly responsible for administration and the smooth running of IT, today they are often a member of senior management. Qualities are required here that a CIO does not necessarily bring with them from outside. In indepth background articles the special edition looks closely at the question of how CIOs can pursue a career today and how they deal with the partly contradictory demands of business.

At the heart of the special edition are brief portraits of the CIOs in the 50 largest companies. The brains behind some gigantic departments with several thousand employees are exposed in this unique collection.

THE SWISS IT ELITE THE IT DECISIONS MAkErSSwiSS ciO SwiSS cfO

The Chief Financial Officer, in the past quite irreverently called the accountant, is also responsible for the IT budget in the large majority of medium and large Swiss companies. They manage the Head of IT, who is often in middle management.

The new Computerworld special "Swiss CFO", which will appear for the first time in January 2012, deals with this phenomena. How do finance specialists interpret their role in a highly complex and strategically centralised environment? How do they organise their departments and above all: how do they keep uptodate?

"Swiss CFO" provides an overview of current trends in the ICT sector and presents what a CFO has to know today about cloud, virtualisation, ErP and BI. So that they can discuss matters on equal terms with their IT Manager. Special attention is paid to new statutory regulations, which can mostly only be met using complex IT solutions.

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cOmPuTerwOrLd OnLine • THE COMPuTErWOrLD WEBSITE rEACHES A WIDE ExCLuSIVE AuDIENCE AND uSES NEW MEDIA.

where The bOSS SurfS

The 41,000 visitors per month to the Computerworld website (12,000 leaders) accounted for by WEMF are basically very similar to the readers of print. However, in some striking areas the affinities are even

more accentuated. For example, with company owners/entrepreneurs with an affinity of 149, with higher education, top leaders and large companies. As expected compared to readers of print they are also

younger and more frequently work in companies that generate their turnover here in Switzerland. And in spite of fewer global companies the online users have extreme affinity(183) with the highest company turnover amount (1 billion +). Besides the expected high values in IT and telecommunications, banks and insurance companies stand out with an affinity of 186 with industries. With income the highest affinity (174) is also the highest value (from 15,000 francs a month). Private consumption and business intentions to buy are highest here, not just in the IT sector.

The economy is becoming an increasingly important topic on the Computerworld website. This is a trend incidentally that the editorial team has been observing for quite some time. As a result we do not only restrict our reporting to technical trends and innovations but increasingly analyse the economic development of companies. What Computerworld offers online is similar in content to the magazine. IT decision makers can find uptodate information here every day. Background arti


number Of LeaderS (heavy uSerS + medium uSerS)

32,000 are men

Affinity� 153

5,000 are top leaders

114

14,000 are employed in a leadership position

168

3,000 work in a company with over 1 billion francs turnover

183


167

12,000have used ecommerce in the last 3 months

131


139

7,000 work in large companies (250+ staff)

140


161

3,000 are members on the board of directors

110

cles, case studies and tests of laptops, smartphones and similar gadgets complete the package.

Social media has been a major topic since the relaunch of the site in autumn 2010. The editorial team has lots of followers on Twitter and Computerworld's xing group is growing as quickly as the Facebook fan page. The site provides countless possibilities for advertising customers that no other specialist publishing company can offer. Its own web development department and professionalism in terms of business development support creative customers with the development of individual online campaigns. Social media, cross media appearances and media partnerships are types of advertising frequently used, along with ormal online advertising.

Advertisers find the same exclusive audience on computerworld.ch as in the magazine: IT decision makers from medium and large Swiss companies. Therefore the people, who spend the majority of the ICT budget that is spoken about as a total in Switzerland per year.

SOurCE: MA LEADEr 2011 DCH (WEMF AG)SOurCE: NET METrIx PrOFILE 2011-2 (WEMF AG)

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10,000 surf using mobile devices

Affinity� 193

7,000 are employed in a management position

127


149


127

9,000 have a greater income than 8,000 francs

124

SOurCE: NET METrIx PrOFILE 2011-2 (WEMF AG)

diGiTaL LivinG • THE VISITOrS TO THE WEBSITE FOr DIGITAL LIFESTyLE ArE CHOOSy – DESIGN AND COMFOrT TAkE TOP PrIOrITy.

fOcuS On fun

That which applies to the PCtipp readership, applies even more to Digital Living: the majority have an impressive income, the percentage of people with a high standard

of school eduction and a leadership role is even more pronounced than with PCtipp. The fact that a large percentage (affinity 149) use online shopping services every day shows that the readership also likes spending the money they have.

This is not surprising: PCtipp subscribers receive Digital Living twice a year as a special edition, which originally developed from a special buying magazine. It is obvious when you open it that the focus is on fun. We show that technology can look beautiful and be fun on luxury paper in stimulating design. Plus a wide range of content to meet the requirements of current development: At the end of the day we are increasingly using computers in the form of telephones, cameras, laptops, televisions, stereos and even fridges. There is room for all of this in Digital Living.

However, one topic is paid particular attention on DigitalLiving.ch: digital photography. On the one hand it has never been as easy to take your own good quality photos and share them with others, as a result

of which broad general interest has developed. On the other hand the topic is very complex. Ambitious hobby photographers, who want to take outstanding photos, need vast knowledge despite all the technical progress. The DigitalLiving.ch website offers both: the possibility of presenting your own photos and acquiring the necessary knowledge. As a consequence of this DigitalLiving.ch has become an important contact point for those interested in photography.

Thanks to the daily editorial team's work, photography enthusiasts receive masses of information about new products, detailed test reports and photography workshops. In addition our photo community gives you the chance to present your own photos and receive feedback from other, sometimes very

experienced, photographers. The largest Swiss photo community by far was started in March 2010 and at the end of 2011 recorded roughly 2,800 registered users and 13,000 photos – and the trend continues.

Thanks to the interesting mix of topics, DigitalLiving.ch already regularly achieves more than 300,000 page impressions a month three years after its launch. The largest percentage of visitors to the website comes from Switzerland.

This strong local presence is not a coincidence. Digital Living carried out a photo competition for the Street Parade in Zurich in 2010 and 2011, we report on local photo exhibitions and other photo events. The prices and availability of the products presented always refer to the Swiss market, if possible.

2,800members belong to the largest swiss PhOTO cOmmuniTy

FOTO

: IST

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PH

OTO

.CO

M/W

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4

30 / 31

The iT Trade PreSSHArD FIGurES ArE rArE

Print WeMF 2010 2011 online

name First edition

Frequency (annual)

Print run

circula-tion

WeMF tested

number of readers

MacH Basic

MacH consum.

Ma- leader

leader lpa

1/1-page 4c (in cHF)

net- Metrix

Page impressions ³

Unique clients ³

Website

computerworld 1985 21 x 10,000 5,482 yes n/a no no yes 16,000 12,450 yes 335,965 67,250 www.computerworld.ch

Digital living 2007 2 x 74,000 n/a no n/a no no no n/a 9,800 yes 389,865 32,750 www.digitalliving.ch

ICT in Finance 2006 4 x 7,000 N/A No N/A No No No N/A 4,800 No N/A N/A www.ictmagazine.ch

ICTkommunikation 1978 10 x 10,200² N/A No² N/A No No No N/A 5,600 No N/A N/A www.ictk.ch

insideit.ch (only online) yes 226,724 38,583 www.insideit.ch

IT business 2000 5 x 15,000 N/A No N/A No No No N/A 6,045 No N/A N/A www.itbusiness.ch

ITMarkt 2010 10 x 6,753¹ N/A No¹ N/A No No No N/A 6,480 No N/A N/A www.itmarkt.ch

Netzwoche 2,000 22 x 10,600 7,617 yes N/A No No No N/A 9,880 No N/A N/A www.netzwoche.ch

Online PC 1985 12 x 50,000 31,879 yes 88,000 yes No No N/A 12,100 No N/A N/A www.onlinepc.ch

Pctipp 1997 12 x 80,000 65,843 yes 308,000 yes yes no n/a 11,000 yes 3.771,295 579,417 www.pctipp.ch

Professional Computing 1996 5 x 10,000 N/A No N/A No No No N/A 3,900 No N/A N/A www.professionalcomputing.ch

Swiss IT Magazine 2000 10 x 12,000 7,407 yes N/A No No No N/A 6,950 yes 199,277 34,667 www.swissitmagazine.ch

Swiss IT reseller 1998 10 x 4,000¹ N/A No¹ N/A No No No N/A 5,000 yes 110,494 14,750 www.swissitreseller.ch

Sysdata 1969 6 x 7,500 N/A No N/A No No No N/A 3,980 No N/A N/A www.sysdata.ch

Technische rundschau 1908 12 x 15,350 2,252 yes N/A No No No N/A 4,318 No N/A N/A www.technischerundschau.ch

¹ Controlled circulation ² Certified by a notary ³ Annual average November 2010–October 2011

If you want to seriously compare products from different online and print providers and in particular their performance today then figures and study results from independent research institutes are essential.

One of the largest and most important studies for the advertising industry is the MACH Basic, a collective distribution study of the press media in Switzerland. As a national and representative study it provides the advertising sector and publishers

with current, valid data about the readership of newspapers and magazines in Switzerland and Liechtenstein.

For the online sector the web statistics NETMetrixAudit on the other hand measures traffic on websites. It offers comparable, certified usage data. you can find an overview of the different studies on page 32.

IDG takes part in practically all important studies to provide customers and agencies with the greatest possible transparency. unfortunately this is not always the case

with other market participants. Hard figures and/or the possibility of serious comparisons are therefore rare or only possible for individual sections. Information and values provided by publishers that are not based on studies should therefore be treated with caution.

We show the IT trade press for Germanspeaking Switzerland in the table below. IDG is listed in both the print and online section in all representative study results and is one of the best in the industry by far with its officially recognised figures.

32 / 33

All figures about readers and visitors come from various studies by the WEMF (AG for advertising media research, www.wemf.ch). An overview.

MacH Basic (Pctipp Print)

Print distribution study

MACH Basic is a collective distribution study of the press media in Switzerland. As a national and representative study it provides the advertising sector and publishers with current, valid data about the readership of newspapers and magazines in Switzerland and Liechtenstein.

It provides information about the number of readers and composition of the readership for an average issue of a title. The telephone survey for MACH Basic includes approx. 23,500 interviews a year. The study appears twice a year, always in the spring and autumn.www.wemf.ch/d/medienstudien/ mach_basic.php

MacH consumer for Pctipp

Print consumer study

MACH Consumer is the largest continuous media market research study in Switzerland,

which establishes Swiss consumers' needs, likings and habits every two years using 11,000 interviews.

MACH Consumer highlights how many consumers buy a product or use a service and which shops they visit. Consumers' profiles and attitudes as well as their reading behaviour in terms of newspapers and magazines also become apparent. www.wemf.ch/d/medienstudien/ mach_consumer.php

Ma leader for computerworld and computerworld.ch

Print & web premium study

MA Leader analyses consumer behaviour and the use of media by managers. The focus is on the reading of newspapers, magazines and selected publishing websites by the target groups "leaders" and "top leaders".

Besides this media data the study also includes a wealth of information about their work (responsibilities and decision making powers) and the consumer habits of the 302,000 people included in the Swiss premium target group. www.wemf.ch/d/medienstudien/ ma_leader.php

INFO ABOuT rEADErS & uSErSwemf STudieS

net Metrix Profile for computerworld.ch, Pctipp.ch and Digitalliving.ch

web user study

Valid media data and socio demographic information are collected in the Net Metrix Profile. The study reveals the following very concrete information about users: socio demographic data such as the visitors' gender, age, education etc. job, industry, size of company and area of work in company, personal interests.

And not least: online user habits: for example, how often and from where users surf online and which internet applications they prefer using (e.g. online shopping, online classified ad markets etc.)

NET Metrix Profile is published twice a year.http://www.netmetrix.ch/produkte/net-metrix-profile

net Metrix audit for computerworld.ch, Pctipp.ch and Digitalliving.ch

web coverage study

The web statistics NET Metrix Audit measures traffic on websites. It offers comparable, certified usage data.

NET Metrix Audit is an independent, nonprofit based statistical study. All participants are recorded according to standardised definitions, the measured values are therefore directly comparable and valid. Only the use of unique clients (no robots and spiders) is measured. Participating sites receive certified data.www.net-metrix.ch/produkte/ net-metrix-audit

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IDg International International Data Group (IDG) based in

Boston, uSA, is the world's leading provider of IT media, IT research, conferences and exhibitions today.

Since 1964, the founder and chairman, Patrick J. McGovern's main principle has been to provide different target groups in the IT sector with professional news, backgrounds, data and facts from all information technology sectors, geared towards their information needs.

Three simple principles serve as guidelines on the successful path to the top:• IDG offers top quality information worldwide without any compromises.• Streamlined structures make it possible to keep uptodate with the change of technologies and markets. • The publishing approach is determined by IT users' expectations and requirements.

Nothing has changed in these terms since the foundation of the company. At the same time everything at IDG is subject to continuous development; information should always be accessible at relevant levels as part of a dynamic process.

IDG currently publishes over 200 magazines and newspapers worldwide, roughly 175 of these in the major titles Computerworld/Infoworld, PC World, Mac World, NetworkWorld, Channelworld and CIO. More than 280 million people regularly access one of these titles.

In addition, the publishing house is also heavily involved in the field of internet services: 460 websites from over 90 countries, global partnerships with another 450 websites in a vertical network (TechNetwork), more than 200 mobile websites and live Apps (Mobile@IDG), integrated social media customer programmes, advice and marketing services.

IDG is one of the largest organisers on the IT market with more than 700 events and conferences a year.

IDg communications ag schweiz IDG Communications AG, a subsidiary of

IDG International Data Group is the publisher of Computerworld, PCtipp and Digital Living in the print, online and mobile sector as well as an organiser of conferences and events.

IDG Communications AG is the gateway to Swiss home users, multimedia and consumer electronics enthusiasts, those responsible for IT in SMEs and top decision makers in IT companies with its product range offered all over Switzerland.

The entire editorial, publishing and advertising sections include over thirty staff, who work every day to serve a demanding

THE LEADING IT SPECIALIST PuBLISHErS

idG SwiTzerLand

readership and advertising customers. The focus and top priority of the editorial team of 20 is the idea of service and quality for the entire readership and editorial contact partners. This in turn offers the best basic conditions for the publishing company to work together successfully with advertising customers, advertising and media agencies, advertising agents and event sponsors.

idg Communications ag witikonerstrasse 15 postfach 1570 Ch-8032 Zurich telephone +41 44 387 44 44 fax +41 44 387 45 83

www.idg.ch www.computerworld.ch www.pctipp.ch www.digitalliving.ch www.macworld.ch www.foto-community.ch

sales teaM

Michael Hermann publisher telephone +41 44 387 44 44 [email protected]

andré reichenbach sales director telephone +41 44 387 45 35 [email protected]

Werner ortler Key account manager telephone +41 44 387 44 06 [email protected]

christoph Mayer account manager telephone +41 44 387 44 02 [email protected]

nicola Delis online sales telephone +41 44 387 44 30 [email protected]

sales sUPPort

Daniel Frey head of sales support telephone +41 44 387 45 74 [email protected]

leonardo rapisarda assistant telephone +41 44 387 45 38 [email protected]

cOnTacT

it media guide 2012 · 10 / 11 it spending in switzerland, 2007–2012 (in million us dollar) 2007...

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