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Cahners' CMM buoys Internet industry traffic

Article Abstract:

Business marketing is given another boost with the online efforts of Cahners Publishing Co. Cahners is currently at work with its online entertainment offering that will feature publications such as 'Billboard,' 'Variety,' 'Broadcasting & Cable' and 'Publishers Weekly.' The publishing firm is also set to launch its World Wide Web site, the Cahners Manufacturing Marketplace, in Oct. 1996. Cahners was previously engaged in publication- specific efforts that include the establishment of a Web site for 'Datamation' or a CD-ROM directory for 'Design News.'

Electronic Publishing, All Other Publishers, Publishing industry, Information services, Cahners Publishing Co. (Newton, Massachusetts)

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Web's next stage to use increased pull over push

Article Abstract:

The current stage of online marketing requires marketers to focus their resources on facilitating the pull part of the electronic marketing process. The emergence of search services marks the period where the message is mainly customer-driven rather than vendor-initiated. This trend toward pull communications requires the use of public relations tools and principles, rather than advertising's.

Methods, Internet, Marketing, Column, Electronic marketing

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Partnerships critical to Web site success

Article Abstract:

Business-to-business marketers can enhance the effectiveness of their advertisements on the World Wide Web by closely interacting with their Web publishers. The experience of online magazine Computer Mediated Communication showed that Web pages can become entry points for visitors and sales prospects through the use of Hypertext markup language (HTML) technology.

Analysis, HTML (Document markup language)

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