Added: 06/28/2005 |
Business magazines advertisingAdvertising in business editions essentially differs from the consumers' one. This difference came up because of diverse specifics of the magazines' segment orientation. The main difference between them is in the aiming of the whole information, including advertising, along with the activity of business magazines toward solution of business tasks and gaining profit for, both, readers and advertisers.
All variety of business editions may be divided in four types:
1. Commercial (for traders)
The most of goods are sold with the help of traders; there are many business magazines with information and advertising for wholesalers, dealers, retailers, etc. Usually, the B2B ad messages of the manufacturing companies are composed by the same advertising agencies, which make their consumers advertisements. Frequently, it is done simultaneously.
2. Branch editions (for manufacturers and constructors)
In spite of the small size of the target market, purchases in this segment have some more figures in their cost. The magazines' advertising in this case is rather auxiliary. Its goal is to inform people, responsible for making manufacturing purchases. The main sales are personal.
3. Management (for the managers of higher rank)
The management magazines may belong to two classes at the same time: to consumers' and to business'. For the management personnel they are not numerous and are not segmented. Therefore, it takes to be rather witted for an editor to cover this target market.
4. Professional (for professionals of different fields of expertise)
These magazines are targeted toward experts of different professional fields, such as doctors, architects, designers, lawyers, etc. There they may find information on new technologies, goods, prices or office equipment. They often recommend or prescribe their clients to buy some products from their ads, and thus, it is very efficient.
One of the business editions' advertising tools has become additional services provision. It found even more application in business, than in consumers' segment. The list of such services includes renting the readers' list, special editions, buyers' publications and exhibitions. Some of the services, such as readers' list rent, may bring up to 10 percents of the whole magazine's income. The participation of large magazines in exhibitions or conferences aids to find new partnerships, including the target market companies, which use advertising only as a secondary marketing tool. It also favors the rise of the reputation, the knowledge and effectiveness level of the magazine, making it more potent in serving customers by studying their specific market and activity field.
A special feature of the business magazines is the importance of the secondary reader's audience for them and for the advertisers. It is also natural for consumers' segment, however, consumer's magazines emphasize on active consumers, the subscribers and magazine buyers. For the business segment, the secondary audience is more essential, mainly due to a narrow specialization and non-leisure thematic of them. While consumers' magazines are read for fun and for leisure, the business editions are subject for studies. The business magazines' editions are not numerable and most of the copies would go to secondary readers.
The cost of business magazine advertising is not high and it allows an advertiser to use the services of several editions at once. Such advertising is the best tool for reaching narrow segmented target market and in the format totally conformed to the customers' expectations.
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