MEDIA: Rebrand and redesign for Personal Computer World

VNU has rebranded and redesigned its consumer technology title

Personal Computer World to bring it 'kicking and screaming into the new

millennium'.



The monthly magazine will be branded by its initials PCW and feature new

sections on technologies such as mobile phones and Personal Digital

Assistants.



The move precedes an overhaul of sister title PC Direct in May (PRWeek,

19 January) and seeks to arrest a fall in sales.



PCW's latest ABC figures showed a drop of 3.7 per cent to 128,000 sales

in the last six months of 2000.



PCW and PC Direct editor-in-chief Riyad Emeran said the changes were

primarily design-led and no staff changes had taken place as yet.



'The magazine has got a huge amount of history and we just felt it was

time to bring it more up to date,' he said. 'We want to make the design

a bit more modern and funky, for want of a better word.



'The content is staying pretty much as it is, but there are going to be

a couple of new things in there. Particularly we want to take more of a

look at how people work with the technology rather than just what it

does,' he added.



Of the name change Emeran said that the term Personal Computer was

out-of-date and the magazine had long been referred to by readers and

advertisers as PCW.



Design changes will make it easier for the magazine to cover

technologies other than PCs, he added.



The 190-page relaunch issue goes on sale this week.



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