Who says industry magazines are cozy with their advertisers?

A Nod to Journalistic Integrity Is Seen in an Editor’s Return
By DAVID S. JOACHIM
Who says industry magazines are cozy with their advertisers?

Last week, the International Data Group removed the chief executive of its largest-circulation computer magazine, PC World, and reinstated its top editor, who had quit days earlier over the executive’s decision to not run an article critical of an advertiser.

The editor in chief, Harry McCracken, rejoined the magazine on Wednesday after the disputed article, “10 Things We Hate About Apple,” was posted on the magazine’s Web site.

It was a hero’s homecoming for Mr. McCracken, who was praised on the PCWorld.com message boards and in the blogosphere for sacrificing himself in the name of journalistic integrity.

“I was on the brink of canceling my subscription,” wrote one reader. “Now that McCracken’s back, I’ll stick around, too.”

PC World, a monthly magazine with a companion Web site that mixes technology news with product reviews, has a reputation for smart and sometimes hard-hitting articles that often offend big tech companies.

In recent years, it has criticized several of its advertisers for what it described were bait-and-switch tactics and price gouging. Its survey of the reliability of manufacturers has given poor ratings to several of the magazine’s advertisers. It even has a regular column chronicling the defects in Microsoft software.

Mr. McCracken says that several advertisers have withdrawn ads over the years, after their products were negatively reviewed in the magazine, most recently last month. (He would not name the advertiser.)

“PC World is surprisingly reportorial, especially against some other technology magazines that don’t invest a lot” in articles that might provoke companies, said Sam Whitmore, an analyst in Beverly, Mass., who tracks technology publishers.

That may explain why Mr. McCracken’s resignation drew the attention of hundreds of bloggers. It became a cause célèbre for many who viewed the spiking of the article as an affront to Silicon Valley’s Fourth Estate. To others, it was a confirmation of what they had long suspected — that the business side routinely meddles in editorial decisions at technology magazines, especially in recent years, as ad pages have declined considerably, leaving many magazines to rely on only a handful of advertisers.

Mr. McCracken says he did not quit to make a statement. But now, a part of him is glad that the skirmish became public. “With the conclusion we reached, this should tell everyone that computer journalism isn’t sleazy,” he said.

Even so, on blogs and in interviews, some observers noted that the final version of the Apple article appeared next to another article titled, “10 Things We Love About Apple,” making them wonder whether a compromise had been made to appease Apple, and whether the “We Hate” article had been toned down before publication.

Mr. McCracken, a 12-year veteran of PC World, said that the dustup with his boss occurred while the “We Hate” article was still a draft, and that editing was done before it was published. He said, however, that it was edited without consideration to how Apple might react. He also said that the “We Love” article had been planned all along.

He acknowledged that the “We Hate” article made for an odd source of controversy, because it required little reporting and contained no news. “We saw it as a fun little story that would get people talking,” he said. Wired News called it a “fluffy piece of Digg bait” meant to compel user-driven news sites like Digg.com to link to it.

The ousted chief executive of PC World, Colin Crawford, has been reassigned to his old job of overseeing business development for International Data’s online properties. He did not respond to messages left at his office and on his cellphone.

Mr. Crawford, who had been at PC World for only two months, spent 10 years as chief executive of the company’s Macworld magazine, which is devoted to Apple’s line of Macintosh products. International Data also runs the Macworld convention, where the chief executive of Apple, Steven P. Jobs, introduced the iPhone in January.

Apple is “not just any advertiser,” Mr. Whitmore, the analyst, said, pointing out that Mr. Jobs had a reputation for trying to influence coverage of the company.

Apple did not return calls seeking comment. The writers of the Apple articles, Narasu Rebbapragada and Alan Stafford, declined to comment.