Summary
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 (1982-2006). A total of 348 papers were surveyed using a content analysis in order to provide researchers and readers with a better sense of the contribution of the IJA over the past 15 years. The analysis reveals a journal largely focused upon topics involving practice and effects with increasingly sophisticated statistical techniques employed. Single-authored papers appear to be in decline in favour of two- to three-authored papers, and author institutions widely domiciled across North America, Asia, the UK, Europe and Australasia.

Summary
Admap’s U.S. 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 ‘stop-look-ask’ test of ads in popular business magazines, proves his point.

Summary
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 offered about how to create and maintain a brand to appeal to small businesses.

Summary
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 continued success of business sponsored magazines. The first looks at how marketers see customer magazines. The second, a detailed media survey, shows how readers use them. There is also a case study for 'Army' magazine.

Summary
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.

Summary
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 achieve a positive effect. Customers' commitment was found to be highly dependent on the quality of customers' contact and communication with the publisher.

Summary
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 successfully launched in Germany to the Spanish market. This paper describes how research contributed to the process. We employed an exhaustive ad hoc research process that combined qualitative and quantitative techniques to reinforce the true and differential essence of the offering, and to uncover the attributes most appreciated by consumers. The positive results drawn by the first issues of the magazine support the work performed.

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

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

Summary
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 derive from ad sales with the remainder coming from databases, newsletters, the Web, trade shows, custom publishing, conferences, seminars and conventions. The article discusses global expansion, revenues on the Web and mergers and startups.