Computing diversifies into research business

Business publisher Incisive Media is seeking to make money out of its reader data by launching a new wing called Computing Research.

Run by research editor John Leonard, the new project is being launched to strengthen the print magazine and will provide information for senior IT managers and IT vendors.

Leonard said: 'Our first benchmark report reveals that great salespeople are worth their weight in gold, vendors are more often selected on people and relationship factors rather than on tech specs. It is these types of insights into the business needs of Incisive Media's readership that will help vendors to understand the market better."

 

Incisive Media have said that a certain amount of analysis will be made public whilst the majority will come at a cost and will be made available via Computing Research's web-page.

Incisive aims to financially compete with analyst firms and will therefore charge from £9,000 to £25,000 to complete a research project, depending on the demands of the customer.

Tom Wright, Publisher of Computing Research, said: 'We have access to a universe of around 180,000 professionals working in the IT space that can be surveyed from across all of Incisive's IT titles, 60,000 from Computing alone. This covers a broad spread of IT professionals ranging from CTOs to engineers, therefore we are able to segment this data to cover a wide range of topics. We have access to a sample that is comparable to that of analyst houses but we are considerably more cost effective."

The business remains independent from the editorial staff of Computing with John Leonard managing a small permanent team and a pool of freelancers.

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