White Light Review: IDC Information Industry Forecast White Paper
About the Sponsor: IDC is a leading global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets.
White Paper Title: “The Expanding Digital Universe: A Forecast of Worldwide Information Growth through 2010”
Size: 18 Pages
The Review: (Ratings are scored from 1 to 10)
Overview: This white paper is an industry analysis of the information industry and its worldwide growth prospects over the next several years. Since IDC is a household word in the information industry for their in-depth analysis, the white paper does an excellent job of reinforcing IDC’s role in this area by producing a white paper that appeal to a wide audience. The abundant use of simple but clear graphics, analogies, and explanation of terms makes this the perfect white paper for both a business executive and a student of research to use for an in-depth analysis of the information industry as a whole.
First Glance/Appearance: The first thing that the reader notices is the design of the paper. Unlike many industry papers (such as Gartner Research) that use a text design to focus the reader on their content, this paper uses charts and graphs to reinforce their research. This makes the paper perfect for the short attention span reader to grasp key findings early on. The executive summary lists the most salient findings from their research, another essential time saver. Rating: 10
Titles/Headings: The main title clearly states what the reader can expect from the research that will follow. The headings also do a great job informing the reader what to expect in each section. Heading such as “How Did We Get the Numbers”, or “How Big is the Digital Universe, Really?”, use conversational tones that prompt the reader to read further into each section. Rating: 10
Flow: Flow on this paper is excellent! The paper assumes the reader knows nothing a then walks them through a logical flow of information, something that is rarely seen in business white papers today. For example, the first section of the paper uses simple statistics to educate the reader on the size of the industry. Following this it discusses how business use of information is growing and that storage will outstrip information demand. This is follow up with reasons why this is occurring. One can’t help but be captivated by the flow and presentation of their research. Rating: 10
Formatting: Text formatting is also excellent. While I find two-column formats to be busy for most readers, the use of this format in the paper does work. The text conveys a very professional look and feel, using bold section headers and sub-heads to attract attention. I also liked the use of tables throughout the paper. They are placed in strategic areas, right when you need them. The paper also does an excellent job with highlighted sidebars of information that support the main content on the page. Rating: 10
Graphics: The use of graphics is the best part of this paper. There is a concept graphic or chart on just about every page. If a reader just read the graphics alone, they would have a very good idea of what the paper is all about. I don’t advocate doing this, but with the “short-attention span” reader, this allows them to assimilate information quickly. Plus, these charts are some of the best examples that I have seen for their use of color, style and quick grasp of information. My favorite is on page 3, where the use of a small and big circle along with stats dramatizes the growth of information. Excellent! Rating: 10
Size: The size of this paper is 18 pages of content with about three additional pages of bibliography and covers. While it is on the very outside edge of what most executives can handle in one sitting, their use of graphics, charts, tables, and sidebars makes its large size unnoticeable. I don’t envision any eyes glazing over from boredom as a result of this paper. Rating: 9
Comprehension: The question here is “Does the paper meet the expectation set forth in the title”? The overwhelming answer is YES! As a result of the number and quality of all its elements (text formatting, graphics, examples, style) a reader cannot help but full comprehend the key messages in this subject. The white paper exceeds all expectations as set forth in the title, and then some. Rating: 10
Overall Score: 9.8 out of 10.
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