Sizing Up The Competition Computer Makers Pressured To Disclose Real ‘Viewable’ Size Of Screens

In computer monitors, what you see has often been less than what you’ve been told you’ll get.

But that’s changing as computer makers, pressured by lawsuits in California, modify their advertising and packages to give a clearer picture of monitor size.

Most of the changes will occur with new models for consumers that major PC makers put on sale next month. Some newspaper advertising has already started.

A 1966 Federal Trade Commission rule requires TV manufacturers to advertise the size of a TV based on the diagonal measure of the screen. Many consumers have assumed that’s the way computer monitors were measured as well.

But monitor makers have typically advertised the diagonal size of the glass that covers a screen. Since a portion of the glass is framed by plastic, the viewing area is always smaller.

A 14-inch monitor, for instance, typically has a viewing area of 13.1 inches. A 15-inch monitor has 13.5-inch viewing area and a 17-inch monitor a 15.8-inch viewing area.

Such measurements vary among manufacturers, though. And precision is difficult since most monitors have controls that can resize the viewing area both horizontally and vertically.

The California State Attorney General about a year ago began looking into such discrepancies after hearing from consumers. In March, the district attorney in Merced County in California filed a federal suit against several manufacturers. Two consumer suits followed in Orange County, California.

PC makers have been in talks with attorneys, some seeking monetary damages, to resolve the issues. The state attorney general may reach a settlement next week.

“Essentially what we’re doing is creating an industry standard and 14 inches to one manufacturer measured one way is different from another,” said Steve Telliano, spokesman in the California Attorney General’s office. “It’s been difficult working through that.”

PC makers generally declined comment, several citing the ongoing litigation. But it’s clear the episode changed behavior.

For instance, when Acer America Corp. rolls out new consumer PCs next week, the boxes for the 14-inch monitors use equal-size headline type to declare “13.1-inch Viewing Area.”

“We’ll be using the measurement diagonally with no distortion to the image,” said Teresa Dodson-Henry, product marketing manager for Acer.