Slicing and dicing the circulation: American Machinist matches its readers to Cincinnati Milacron's distributors

Article Abstract:

American Machinist (AM) magazine went as far as 'doing the splits' to help Cincinnati Milacron in promoting its new distributor network. 'Doing the splits' is a term in the publishing industry that refers to the practice of 'slicing and dicing' the magazine's circulation so that advertisers can better penetrate their target markets. AM enabled Cincinnati Milacron to target its regional distributors' territories by including a series of regional inserts that are personally addressed to distributors in a particular area.

General Industrial Machinery, Machinery Manufacturing, Evaluation, Industrial equipment, Machinery, Industrial equipment and supplies industry, Industrial equipment industry, Cincinnati Milacron Inc., CMZ

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'WSJ' poses threat to Ziff in tech ad rankings

Article Abstract:

The Wall Street Journal is threatening the preeminent position of Ziff-Davis Inc-published PC Magazine in terms of advertising revenues from technology marketers. If statistical trends recorded in first qtr 1998 continue, The Wall Street Journal will likely assume the leading position in technology ad revenues. Industry analysts have attributed its increasing technology advertising revenues to changes in the manner the ad pages are counted.

Newspapers, Newspaper Publishers, Newspaper Advertising, Newspaper publishing, Statistics, The Wall Street Journal (Newspaper), PC Magazine (Periodical)

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'Software' unveils new sales program: Sentry hopes package of ads, research and lead qualification will rejuvenate slumping magazine

Article Abstract:

Sentry Technology Corp is banking on its new service called SalesLink to improve sales of advertisement pages for its monthly 'Software Magazine.' The volume of ad pages for the 155,000-circulation magazine has dropped down and Sentry is counting on SalesLink which provides research on advertisers' client bases. Basically, SalesLink goes through the client databases of advertisers and determines which are the most probable customers.

Services, Sentry Technology Group

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