MacWeek gives up the ghost

The only weekly publication covering the Macintosh platform said it will become Emedia Weekly and cover Windows- and Unix-based machines.

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MacWeek, the only weekly publication devoted to covering the Macintosh platform, said it will transform itself into Emedia Weekly and expand its purview to cover Windows- and Unix-based machines.

The rechristened publication will continue to cover digital content creation--meaning everything from video to print to Web publishing. With the increased use of Windows-based machines in this area, publications have found it profitable to expand coverage in order to gain new advertising revenue from Windows hardware and software vendors.

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MacWeek's online version will not be affected by the change.

The decision comes in the wake of other recent consolidations in the Mac publication market. In August of 1997, Ziff-Davis and International Data Group (IDG) entered into a joint venture that consolidated the MacUser publication into Macworld.

The consolidation reflects the fact that the market segment's advertising revenue has not remained large enough to support a number of publications. Additionally, Apple Computer has focused its marketing efforts on an expensive media TV and print ad campaign as it attempts to garner attention from a wider audience.

For instance, Apple may be paying as much as $2 million for a new 30-second version of its "Think different" commercial, which will offer tribute to the comedian Jerry Seinfeld during tonight's final episode of NBC's Seinfeld show.

Apple's advertising campaign targets a less-specialized, more mainstream audience, leaving less money for it to spend on Mac-focused publications and even technology trade publications in general.

MacWeek's trend towards combining Mac and Windows coverage, in the meanwhile, already started in March when the publication introduced a section called "Integration" that offers information about integrating different platforms into networks. MacWeek said a recent survey showed 70 percent of its readership already operates in a mixed-operating system environment.

The premiere issue of EMedia Weekly is scheduled for August 24, 1998, the company said.