Transparency in B2B Print Circulation
by MGB2B
While trade magazines are a tried and true tool for B2B marketing, it is not always easy to find transparency in B2B print circulation. For example, this month I’ve noticed that a business journal (that shall remain nameless) has been delivering an excessive amount of copies to our office. Of the 16 copies sent, two are addressed to current employees, one is addressed generally to “Mascola Group,” and 13 are addressed to former employees, some of whom have not worked here in 10+ years. The moral of the story is this: business publications inflate their circulation numbers. Not only that, it often goes unnoticed because in offices, duplicate and unwanted magazines get sorted right into recycling, before they have a chance to reach their intended recipients.
While it is impossible to have zero waste in a print campaign, it is possible to minimize it by working with publications that are transparent and take the following steps to ensure you have all the information you need to make the right placement decisions:
Continue ReadingAre Podcasts the New Webinars?
by MGB2B
Podcasts are seeing their first significant growth since their birth over ten years ago, but could they be the new webinar to B2B publishers? With the wild success of consumer podcast, Serial, broadcasters and publishers are jumping into this space, from Buzzfeed to the new master of podcasting, NPR. Mass media company iHeartMedia (formerly Clear Channel) recently hosted their own “SoundFront” to announce their own series of original audio programming.
So could podcasts be the next big resource tool for the B2B audience? It is a likely possibility. B2B publishers generally follow consumer technology trends. While there is still heavy reliance on print and more traditional media because of the aging work force, more and more boomers are reaching retirement age. And, to reach up-and-coming directors and c-level employees, the B2B world is in need of fresh vehicles for content beyond webinars and whitepapers.
So how can your business prepare to incorporate audio content into your marketing mix?
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