Posts Tagged 'ROI'

Outside the marketers’ echo chamber, print lives

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According to B2B magazine, ABM, the trade association for the business-to-business trade press, held a series of panel discussions recently in which participants declared that print isn’t dead.

Wouldn’t we expect them to say that? Of the four pro-print souls mentioned in the article, three of them still make their living by running, editing or selling for print magazines.

I’m not arguing their point either; I believe print is a vitally important communications vehicle and somehow will remain so in the ...

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Does Glenn Hansen have a death wish?

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In a recent article in Media Business magazine, Glenn Hansen, president and CEO of BPA (the dominant auditor of controlled circulation media) said this about his organization’s website auditing service:

“Our numbers are going to be lower than any other numbers that you get from any other source, whether Google or any commercial Web-analytics company.”

It’s impossible to tell from the article, but I infer that he was proud of this.

Several years ago – the last time I seriously looked into ...

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What B2B advertisers really want from media

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I’m not an advertiser, but I’ve spent the last 10 years selling to them.

I think my first day selling was the last day of the golden age in B2B media — back when magazine people spent all day bending over to pick up money, and then marveled at how hard they were working.

On my second day the balance tipped; customers by-and-large stopped looking for reasons to advertise, and started looking for reasons not to advertise. This has been documented and ...

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