Magazines: Business, trade publications

 

This paper provides a content analysis of the inputs and outputs of the International Journal of Advertising (IJA) during the period 1992-2006 and was sparked by the 25th anniversary of the journal (1 ...

Admap’s US editor, Stan Rapp, reckons that at least 60% of advertising is wasted (nonvertising). He sets out three simple rules to assess whether an ad is providing value for money, and then, using a ...

The business market, especially small businesses, has been somewhat neglected in the US, but this sector is likely to increase its expenditure in 2004 and is concerned about branding. Guidelines are o ...

The Association of Publishing Agencies (APA) researches how customer magazines work as a marketing channel. In this article, Hilary Weaver describes two studies that help explain the rise and continu ...

In early 2001, the author looks at the challenges and opportunities for b2b media in the USA - especially the mantra of 'convergence' (in print, in person and on-line), mergers and growth.

This paper examines the role of research in the process of adapting international publishing products to local markets. In this specific case, the goal was to adapt a computer magazine that had been s ...

Studies of consumer attitudes to magazines published by Redwood show that customer magazines can significantly affect customers' relationships with the magazine owners. Excellence is essential to achi ...

Discusses the principles and methods of running advertising campaigns to the trade (business-to-business). How to build branding. Some classic trade campaigns.

Discusses the state of US business-to-business magazines in 1999, and predictions for the future.

Business publishing is experiencing a period of unprecedented growth with business-to-business magazines now the fifth largest medium. Fifty per cent of American Business Press's members' revenues der ...

The author discusses global marketing from the perspective of IDG, an international magazine and newspaper publisher and web-site host specialising in Information Technology. He sees integration as t ...

Discusses the recent purchase of Virgin Radio by Chris Evans.

Discusses how to approach media planning in business-to-business markets. It should start with understanding the business, who the different (decision-making) audiences are, how such organisations go ...

'Group 4 loses its 7th prisoner', 'Group 4 uses leg shackles on prisoners'. Back in 1993 headlines such as these, and worse, were commonplace. If you switched on your TV, you were liable to see person ...

This campaign described here won the award for the best one-off advertisement in the IPA Business-to-Business Press Awards. TOPPS - The Original Passenger Picture Show - is an innovative medium presen ...

An authoritative overview of the sector's economics, role, status, and implications for planners. This searching and closely documented article begins with the economics that drive a giant, expanding ...

This report brings together a number of research studies which examine the effectiveness of advertising in business and professional publications. It suggests that there are 7 ways in which adverti ...

This Report describes a collaborative research study sponsored jointly by 21 suppliers in the semiconductor industry and the Cahners Electronic Publishing Group, publishers of 7 journals involved with ...

This report was commissioned by the PPA to examine profitability of retailing magazines, particularly by independent retailers within the Confectionery, Newsagents and Tobacconists (CTN) group of outl ...

This study was designed to determine the viability of special interest publications for advertising which was not directed specifically to the audiences reached by those publications. That is, the fo ...

Part of an editorial feature: 'Over 55s: gold among the grey'. Magazines for older readers sell well, and are painstakingly marketed. It is possible to target older age plus class groups accurately an ...

This paper argues the case for taking account of the psychological needs and personalities of business buyers when determining business-to-business advertising strategies. It suggests, however, that ...

The objective of this major study was to determine which marketing tools did the best job of providing business customers and prospects with information about the products and services they buy. The ...

This paper describes the research project undertaken by Hewlett-Packard to enable them to determine whether or not it was possible to achieve economies of scale by developing a trans-national advertis ...

This paper sets out to describe how to maximise the value-added role of research in the business-to-business communications process. The various areas in which research can contribute are considered, ...

This paper sets out to identify the executional factors associated with automotive aftermarket advertising in business publications so as to provide guidelines for future advertising efforts. It star ...

In the middle of the 1980's Du pont was operating a standardised approach for testing communications effectiveness, originally developed for television commercials but subsequently adapted for radio a ...

This study was originally conceived in 1983 as an objective and impartial complex controlled marketplace test to measure the effects of varying media weight and ad frequency schedules on the sales of ...

Scheduling media, particularly with a limited budget, is a strategy of compromise for most advertisers. One approach is to support journal 'special features' issues devoted to the product category. It ...

This paper considers the problem of determining effective frequency for business-to-business advertising. It describes an approach which involves combining communication-component building blocks.