Magazine article Marketing

Magazines Mean More Business

Magazine article Marketing

Magazines Mean More Business

Article excerpt

In the week before the Periodical Publishers Association launches its campaign on business magazines, Marketing looks at the burgeoning business market

If the official figures are to be believed, the business press can look forward to a speedy recovery from recession. Advertising revenue is expected to grow by 75% (constant 1985 prices) over the next ten years, and the number of titles is on the up.

Yet despite the forecasts, no media can afford to rest on its laurels. Advertisers who have survived the recession with minimal use of advertising could take some persuading to return.

So the Periodical Publishers Association's new promotional campaign on behalf of professional and business magazines is a timely initiative.

The aim of the new campaign - which uses the strapline "You Get More Business With Business Magazines" - is to underline the effectiveness of business magazines for advertisers at a time when value for money is more important then ever.

Like all media, the business press is going to have to work harder to prove its role in any marketing strategy as advertisers look at new ways to grow their business.

To do this business magazines are now faced with the challenge of providing their USP over and above other forms promotion. This USP is the ability of the business press to deliver decision makers in a highly targeted way.

Creating the right editorial environment

Ask any professional to name their regular reading matter and chances are there will be at least one business or professional title among them. It's here that they turn for the latest news in their industry, information on what other companies are doing, an update on new products in their field.

According to a recent study compiled by PPA, tightly-targeted business magazines offer unrivalled coverage and reader loyalty. Of the main board directors questioned, 81% said that business publications provide the best editorial coverage of their industry and 84% said that the business press provides easily readable specialist information.

So the magazines offer advertisers the opportunity to reach key decision-makers in an editorial environment they are interested in and at a time when they are focused on the work.

But what about the ads? Is anyone really reading them?

In fact, when PPA looked at the way readers used their business magazines, it found they also turned to them for information on what business products to buy.

Almost 80% of board directors said that ads in business and professional magazines are more useful to them than ads in other media, and 96% of sales and marketing directors said the business press is best of providing effective ads for their campaigns.

Because most business titles have a degree of controlled circulation - they are sent out free to professionals whose job specification conforms to the magazine's readership criteria - advertisers know exactly what sort of readers they are reaching.

A tough battles for ad budgets

But controlled circulation titles rely more heavily on advertising for revenue. This reliance on advertising has squeezed revenues for the industry at a time when ad budgets are being cut. Nevertheless, even through the recession, more business and professional magazines have launched than have closed. …

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