Media sells IT marketing short

By Marketing Week 23 Apr 1998 12:00 am

While I was pleased to read – at last – some serious coverage of marketing within the IT industry in “Why IBM needs Sony’s expertise” (MW April 9), I am still disappointed by the lack of coverage of IT marketing and advertising in the marketing press.

This market is one of the most impressive in the UK. Between March 1996 and February 1997 the value of IT advertising was 233m. For the corresponding period between 1997 and 1998, this increased to 277m, representing a rise of 18.9 per cent.

IT advertising now ranks number 11 in the industry, just behind drinks, travel and transport, and leisure equipment but bigger than household equipment, pharmaceuticals and clothing.

Investment in IT advertising is increasing faster than the market as a whole. This growth will continue in the future, making marketing in IT companies an increasingly important area for the marketing press to cover regularly.

Joop Uitendal

Group marketing manager

Corporate Computing

VNU Business Publications

London W1