NetGuide wins battle of web magazines as IDG kills iMag

By NAOMI MAHON

IDG Communications' pocket-sized internet magazine iMag, launched in response to the success of NetGuide, will put out its last issue this month.

Its demise follows INL's decision to merge weekly technology standalone NZ Infotech into the Dominion Post's business pages. IDG managing director Bob Pinchin said iMag was being closed after regular reviews showed the publication had "less growth potential compared to other projects".

He declined to comment on the title's profitability.

"Our circulation was chugging along. It was just a question of looking at resources of time and people and realising there are far more profitable opportunities to take advantage of."

Pinchin said the advertising market was not strong enough to sustain an internet-focused print publication.

"Overseas, many internet-focused titles have closed and the rest are struggling. We see no difference here."

He said a few people would be made redundant as a result of the closure, but numbers were not yet confirmed.

NetGuide managing director Phil Ryan said the company was "humbled by the victory".

"As is often the case in New Zealand, there was only ever going to be room for one title in this field."

He said NetGuide was booming. "We are one of the fastest-growing magazines in the country. It is a hugely popular brand that Kiwis prefer to read and we have been able to successfully export our formula to Australia."

Since entering the market almost two years ago, iMag's audited circulation grew to 17,337, but lagged behind NetGuide on 36, 315.

After launching as Net Magazine, IDG was accused of modelling the magazine too closely on its rival, confusing readers and costing it sales. NetGuide took legal action, forcing IDG to change the publication's name to iMag.

Pinchin said IDG would now focus on niche markets. iMag subscribers would be offered refunds on their outstanding subscriptions or offered a subscription with another IDG publication.