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WHAT ARE ADVERTISERS BUYING? Part 5: Tracking Reader Inquiries

So you think you know response? Part 5 of our series tells you the impact of disappearing reader service cards — and what you can do about it. Up until recently, most B2B publications bound a reader service card, or “bingo” card, in each issue. Each ad would have an inquiry number printed at the […]

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WHAT ARE ADVERTISERS BUYING? Part 4: Audit versus Publisher Statements

Here is Part 4 of our series of white papers covering the disappearance of  audits and reader service cards. From the publishers’ perspective, perhaps it’s largely a matter of cost why BPA (http://goo.gl/FSvUp) or ABC (http://goo.gl/xzfmj) isn’t pursued at the level it used to be: Paying for a full audit to be conducted by BPA […]

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WHAT ARE ADVERTISERS BUYING? Part 3: Why Circulation Matters

Here is part 3 of our ongoing series of white papers covering the disappearance of  audits and reader service cards. Our meetings with magazines and AIM’s own internal media analysis show that the percentage of circulation at B2B publications that is one-year qualified vanished (perhaps one of the reasons rep knowledge about circulation disappeared). A […]

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WHAT ARE ADVERTISERS BUYING? Part 2: Who Are The Readers, and How Can You Tell?

Here is part 2 of our ongoing series of white papers examining an overall lack of accountability on both the publisher and advertiser sides of B2B. Every magazine sales rep will claim that their print publication is still their premier asset — which is not surprising given the higher revenues that print vehicles generate versus […]

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WHAT ARE ADVERTISERS BUYING? Part 1

Disappearing audits and reader service cards, questionable e-circulation counts, and an overall lack of accountability on both the publisher and advertiser sides are keeping the B2B market in the dark in terms of what is being bought and sold. Publishers do not have a consistent selling proposition or differentiation, and surprisingly, they don’t care if […]