Volcanic activity: customer-targeted magazines proliferate at big companies

Article Abstract:

Big corporations are increasingly getting into in-house publishing of magazines for their customers despite the time and expense involved. Having an alternative to conventional marketing media, being able to communicate better with customers and saving on marketing expenses are some of the reasons given for self-publishing. Because some firms see advantages in advertising through these in-house publications, some self-publishers sell advertising space to cover costs. Others, however, maintain a policy of not selling advertisements even to parent companies.

Publishing industry, Management, Cover Story, Corporations, Business literature, Self-publishing, Self publishing

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Premiums prime the market

Article Abstract:

Premiums are becoming a popular promotional tool as advertisers increasingly realize the benefits they offer. Data from the 1997 Incentive Federation Survey reveal that premiums accounted for $4.2 billion, or 18.5%, of the $22.9 billion spent by marketers in 1996 on incentive merchandise and travel. Sales of promotional products, which are used as premiums, rose by 18% to $9.5 billion in 1996 from 1995 levels and are estimated to have reached $11 billion in 1997. By the end of 2001, sales are forecast to hit $20 billion.

Marketing Management, Sales Promotion-Premiums, Statistics, Premiums (Retail)

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Vertical teams require a new show strategy

Article Abstract:

Exhibitors at trade shows should adjust their selling strategy to a new trend in the market called multidisciplinary buying teams. These teams are composed of professionals involved in various departments of a company such as finance, information systems and operations who visit trade exhibits to scout for products and services for their firm. The staff of exhibitors' booths should be trained to identify these teams and be ready with the pertinent information that each team member needs.

Trade shows

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