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A Letter to Advertisers and Media Planners

December 15, 2005

Dear Advertiser or Media Planner,

Technology Review was founded in 1899 and is published by Technology Review Inc., an independent enterprise owned by the Massachusetts Institute of Technology. For the better part of a century, our mission has been to describe emerging technologies and analyze their commercial, economic, social, and political impact for an audience of senior executives, researchers, financiers, policymakers, and MIT alumni. That won’t change. But our print magazine and our website will be changing. This letter is to advise you, a valued media partner, of those changes.

The publishing industry is experiencing an extraordinary alteration. Readers and advertisers are spending more and more time and money on the Web. Readers want information to be immediate, searchable, and easily customized, and advertisers are demanding accountability and a measurable return on their investments.

In keeping with MIT’s history of innovation and leadership, Technology Review has decided to invest more of its resources in interactive media. We do not believe, as some have opined, that “print is dead”; there are many things that print magazines do better than more interactive media. But we are sure that we must offer our readers and advertisers more products and choices online. We will therefore:

•    Decrease the frequency of the print magazine to bimonthly publication;

•    Focus the print magazine on what print does best: present longer-format, investigative stories and colorful imagery;

•    Dramatically increase the number of stories we publish on every day;

•    Expand the range of media we employ online to include podcasts, blogs, RSS feeds, and a variety of new technologies.

In making these changes, we were mainly guided by you, our media partners, and by our readers. We have followed with great excitement the increased traffic on And we have been energized by our ability to create innovative, customized advertising opportunities for our partners across a variety of media. The benefits to advertisers of these changes are significant:

•    The same groundbreaking editorial content as always, now offered on multiple platforms on the Web, in print, and at events.

•    A consistent mission: to analyze emerging technologies and their commercial, economic, social, and political impact.

•    An entirely redesigned that offers targeted reach and unique marketing platforms, including high-impact ad placements, streaming audio sponsorships, and customized microsites. We anticipate that our website will attract an audience of 500,000 unique visitors in December 2006.

•    A bimonthly print magazine providing the same high-quality audience of technology leaders at a lower out-of-pocket cost for advertisers.

Finally, a note on the rate base of our print magazine. Effective with the March/April 2006 issue, Technology Review is adjusting its rate base to 150,000 (from 235,000 in December/January).

Our goal is to eliminate agent circulation and find the natural circulation for the publication. We expect that it will range somewhere from 235,000 to 150,000. But rather than step down the circulation during 2006, we will guarantee our paid rate base at the lower number. We want our advertisers and media partners to feel confident that we will deliver an efficient, valuable marketing platform.

What does this mean for you? A higher concentration of the quality audience you have come to expect at a greatly reduced rate. We appreciate your continued support and recognition of Technology Review.

For more details (including the pricing of our various print, Web, and events advertising products), please visit

Yours sincerely,

Jason Pontin
Editor-in-chief and publisher
Technology Review

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