The Software Hard Sell

Packaging and promotion mean big profits in programs

The software industry, the essential but sometimes overlooked child of the personal-computer revolution, is growing up fast. Sales are increasing at a rate of 50% a year. New companies are springing up almost every week. Big corporations are beginning to move into the market. New programs are being launched with heavy promotion and large advertising budgets. Software-only specialty stores are multiplying. In short, a business explosion is occurring.

Last week Commodore International Ltd. announced that it was introducing about 70 new software titles this summer, more than its total catalogue just four years ago. Schuchardt...

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