Targeted magazines key to future profits

Article Abstract:

The rapid growth of computer publications provides benefits and drawbacks to business-to-business marketing. More publications provide more choices for advertisers. It also enables planners to develop better media proposals. However, more options create more work for marketers. It also increases competition among large and small publishing firms, since the latter offers efficient services at lower cost.

Electronic computers, Computers, Electronic Computer Manufacturing, Digital computers, Periodicals

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Media planning tool holds b-to-b promise

Article Abstract:

Businessman John Adams pioneered in the use of syndicated readership research in business-to-business advertising. At present, Adams is working with Stanford Research Institute's Francis Cristen to develop a psychographic measurement model for use in the high-technology industry. The new model will aid media buying in selecting which trade publications to buy into and what messages to convey.

Advertising Sales Services, Media Buying Agencies, Advertising, not elsewhere classified, Equipment and supplies, Media buying services

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Test drive: mapping media strategies

Article Abstract:

An analysis of proposed advertising scenarios was carried out based on a Simmons Market Research Bureau's ComPro study, covering buying and reading habits of over 500,000 computer proessionals based on around 50 publications. The analysis indicates what an advertising budget can buy, and what can be gained by increasing the budget.

Computer industry, Advertising

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